Modern E-Mail Marketing Tips for Businesses – Part 1
Back in the early days when the Internet was still in its infancy, e-mail marketing was an excellent niche to jump onto without much to think about as there were no rules or regulations in place to prevent the e-mail blast process. Therefore, sending all e-mails to the recipients’ inbox was all just too easy and attractive. Due to this lawlessness, spammers and hackers were also extremely attracted to sending out thousands of malicious marketing e-mails and destroying servers in the process. I remember getting spammed to a point where I had to literally close an e-mail account because the annoyance was unbearable. The terrible thing was, that these malicious activities would keep going on for years without being addressed. The result was a crippling overall internet business trust and including legitimate internet establishments which relied heavily on e-mail communications.
It was way too easy to start an e-mail marketing campaign in the early 2000’s… all you had to do was register an e-mail server, buy some e-mail addresses, let’s say 1.5 Million from a back-door e-mail address vendor, and you were in business! However, due to social and online outrage, web developers and hardware vendors began working in harmony to implement strategic solutions to battle these malicious e-mail activities on the internet.
Today, it’s almost impossible to run a successful e-mail marketing campaign if you have not obtained permission from the address owner to e-mail them any type information. This is directly due to the fact that now there are systems in place on a (Public-DNS) Public Domain Name System level to make sure that all the e-mail address interactions get recorded for spam prevention purposes.
So how does this new regulatory mechanism affect your email campaign? it’s very simple. If the e-mail address owner has not provided you with their e-mail address directly through websites’ domain name, any email you send them will be considered “spam”. This is because when the email address owner provides you with their email information it is autonomously registered with the Public-DNS. Without this registration any instance of “Spam” notification from that recipient will count as 100% spam-block request and will count negatively on your servers’ daily mail score. If you send out 100 emails to unregistered email addresses, it only takes about 15 spam-block requests from your e-mail list recipients to have your server permanently “black listed”. This will prevent you from sending out any more e-mails through that IP address of the server. If you are on shared server, which many businesses do to save money, you will get the entire machine’s IP address banned! In return, no one else using that server can send out e-mails from that machine, ever!
The solution, of course, is to obtain those e-mail addresses from your recipients though your website. This is why many websites will have a “Newsletter Sign-Up” section for example or an opportunity to “request additional information” from the website owner. If the email address owner “signs up” to receive additional emails from your website, and later marks your email as “spam”, those spam requests do not count as fatal spam block requests, (unless you are indeed spreading malware or malicious links through your e-mail campaigns). This allows your e-mail server to disregard the spam notification and continue sending e-mails to the recipient’s address until they “Unsubscribe” from your e-mail campaign system.
Now that we know what not to do, in next month’s blog we will discuss part two of this issue…. How to protect yourself and run a successful email campaign!