Brand your email and include friendly reminders
Brand your messages: 80 percent of users decide whether or not to report a message as spam without opening the message. If the message isn’t clearly branded, you run the risk of being reported even if the subscriber requested to receive the information. You should include your company’s name in the From Line and, if possible, in the Subject Line so recipients may quickly identify that the email came from a trusted source. However, branding should not stop there. It is imperative that you use a dedicated IP address, or a pool of dedicated IP addresses if you are sending to a large list, so you maintain infrastructure isolation and transparency. If you are already using or considering to use an ESP, this is a must as shared IPs lead to shared reputations. This means that you could be blocked due to the activities of the ESP’s other customers.
Also, you need to ensure that your domain name appears in the header of the message and that all tracking links and images use your domain name as well. Implementing these items allows the ISPs to recognize your company and your good reputation.
Include friendly reminders: This is an email marketing best practice that should be followed as it greatly reduces the number of spam complaints. Simply adding a line at the top of the message stating how you obtained the recipient’s email address and why they are receiving the message will serve as a reminder that your subscribers did, in fact, ask for the information. Including personal information, such as name and opt-in date, and also including an easy way to unsubscribe, lets your subscribers know that the information they are receiving is from a trusted source that cares about them. An example of such a message is, “Sarah, you have requested to receive Listrak’s One to One monthly newsletter on 3/14/06. If you no longer wish to receive this message, you may unsubscribe at any time.” You may even take this one step further and include a link to your privacy and anti-spam policies so your subscribers know that you value your relationship and you are doing everything you can to protect them from spammers.
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