Bounces, spam reports and the revenge of the killer consumer

Sending email to journalist Ken Magill is a great way to get coverage. Unfortunately, not always of the right kind. As Colgate-Palmolive just found out.

Not everybody on your list is a journalist with a pendant for outing mediocre marketing, but it's a further reminder that what you send...matters.

Nobody cares about a boring magazine ad. Send emails that fail to enthuse the receivers and you may not end up lambasted on the pages of Direct Magazine. But you will get slammed with spam reports.

And two new articles reinforce the growing impression that it's these reports that are causing the most deliverability problems out there.

Chad White, for example, reviews a recent deliverability roundtable webinar where the general consensus was that "spam complaints and poor bounce management" were the prime causes of such problems.

And vendor Adestra say the same in this article on deliverability and reputation. They focus on how the mechanics of the sign-up process are a big factor in keeping subsequent complaint rates down.

This in turn reflects another new awareness. That the impact of your stream of email messages is affected greatly by the scene set for these emails...by your sign-up process, welcome messages and headers.

More on deliverability | Tags: email marketing, email deliverability, spam, bounce management

Permalink | August 15, 2007 | 0 comment(s)
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