Keeping it simple
Latest posts | Feed | By Mark Brownlow on December 17, 2007
I'll be giving the blog a lighter feel this week and next as we collectively wind down to the end of 2007. Frankly, my batteries are out...I couldn't creatively write my way out of a paper bag.I declare 2008 to be the year of simplification. I've commented on the haves and have nots of email marketing before. But it's alarming at how convoluted the sophisticated side of the topic has become.
Lift the email deliverability rock and you'll find a squirming mass of activity underneath. Your email must navigate a range of pathways and hurdles to reach the recipient's inbox.
We have blocklists and blacklists, whitelists and feedback loops, filters and firewalls. Some operated by ISPs, some by third parties. Others operating at the level of the individual user.
Not to mention delivery companies popping up to guide us through this maze (for a price.) As the concept of paying for delivery grows, so conflicts of interest will inevitably arise.
Debate on that issue started when Goodmail first launched. And it continues today (see, for example, EmailKarma and Word to the Wise musing about one deliverability company.)
Hard to keep an overview, but I hope to tackle that whole topic area in January.
Of course, deliverability is not the only area where life gets complicated. Mark Wyner, for example, explains how there are actually four versions of Google's email address service, each with a different way of handling HTML and CSS.
(Keep your fingers crossed for the work of the Email Standards Project in 2008.)
Not that we always make it easy for ourselves. According to one article, if you buy something at one large company but don't sign-up for their email...you get an email confirming your wish not to get email. Very Alanis Morissette.
Still, if you ever worry about whether your marketing email arrives safely, consider this snippet of data:
One in seven people surveyed recently in the UK had been dumped by text or email.
That's one email you really don't want diverted to the junk folder before it can be read.
[This post brought to you by Campaigner Email Marketing]
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