Five Ways to Centralize and Test All E-mail Programs
4. Improve your infrastructure to help your messages get delivered. As it has become harder to get your e-mails consistently delivered to customers’ inboxes, maximize message delivery from a central platform in the following ways:
* Send different classes of mail (transactional vs. promotional) from different IP addresses;
* Limit the sending volume of messages;
* Limit connections to specific ISPs so they don’t become overloaded;
* Measure and handle bounced messages consistently;
* Implement authentication schemes in the headers of messages; and
* Optimize mailing patterns by learning from previous mailings. For instance, if you’ve found that a particular element of rich media, perhaps video, works well with a particular customer segment, be sure to include this element in a targeted campaign to that demographic.
5. Test. Learn from previous tests (e.g., different subject lines) and apply their outcomes to all forms of messaging, not just promotional, including transactional and service-related messaging. Build testing into each mailing to optimize whatever changes you make in real time. Through testing you can determine optimal frequency patterns as well as the tone and content of messages.
With consumers receiving more e-mails than ever, the Strongmail/Jupiter report says a lack of centralization and mailings without organizational control only will add to the clutter in the inbox and significantly alter your ability to use the channel effectively, while also deteriorating the value of e-mail as a communication tool.