In my last job, I was entrusted with launching a newsletter, and suddenly it faced a group of unidentified abbreviations: DKIM, DMARC, SPF. (Apparently this is the last Not Related to sun protection?)
So I text El -Arson (not basketball player), which has been working in providing email from the mainstream Internet, and asked if he could help me know what I am Really Need to know.
Since you (maybe) do not have an El -Arson phone number, I talked to him last week’s email supply, ownership audience and wind mills.
Meet the master
Al -Ayarrin
Industry research and community engagement lead, VaccineAnd the supply adviser and publisher, Spam Resources
- Claiming fame: El Lal has been working in the supply of email ever since the term was included in the sales force, including a 15 -year -old Steant, including its director of delivery.
- Recreation Fact: He created a program of all computers in his high school’s Mac Lab to play “Stan ‘live” for warnings instead of beeping. Older school Max could not do multi -task during bapping. You had to listen to the whole song 4 minutes.
Lesson 1: is the technical component of the audience’s engagement.
“Every time, every time, you enter into a really strange thing, as you block Microsoft emails, which includes the word ‘wind mill’ in the topic line.
“Did you say? Wind mill? Like… Dutch Wind Mills? I ask, ensuring that I heard it correctly.
He says, “We have no idea why, and I can’t definitely start guessing, for,,,,,,,,, for,, for centuries,,,,.Aurason later made it clear to me that this is an imaginary example, to represent how strange the spam filtering can be, and why you should not hang too much on specific words. You are safe, wind mill fan!Jes
But “free!” And “buy now!” Maybe right, he tells me, wander my mind more ..
Even more contradictory, Arsenon says that the use of the oath -taking word in an article line does not necessarily mean that the guaranteed journey of the Spam Filter is now.
The original lesson here is not about some quicoxic pursuit of the ideal e -mail, it is he There are permanent myths in the e -mail supply – And it pays you to know them.
For those starting, Auruson recommends healthy doubts about any “top 200 words” to avoid your topic line. And Gmail “wants to make sure that the subject line and the sender information are actually connected to what is in the body of the email,” so it is “really very sensitive” such as “reality” for outdated ideas such as “re:” reality.
In other words: Pay more attention to the technical aspect of the audience’s engagement as much as you are to produce the best content.
Lesson 2: Owners of your identity.
“Why do people like the email so much?” Ourson asks. “Because it’s a platform that is open to everyone.” Platforms such as Instagram and Techtok – in addition to the need for some basic video editing and potentially dance skills – ownership of corporate companies is out of your control. Although individual email platforms such as Gmail have a lot of influence when it comes to salvation, your email audience is your own.
And, the e -mail says, “This channel gives us the channel to contact people without looking at these specific platforms.” The flip aspect is, “If you do not have the technical ability to take control of these levers, which has put it in control more, you can still be trapped.”
If you are new to emailing newsletters, any important platform is a great place to start. But as much as you have to rent (or rent), you can work as much as you can Sending from your domain, you have a bit and “under the control of your own, from the point of view of salvation and from the long -term branding and marketing point of view.”
Lesson 3: Stop chase users counting.
“People survive and die from the counting of their subscribers,” says Osanne. But “If you have 10 million users, but there is a very open rate, your emails are more likely to go to the Spam folder.”
The main reason for this is that the Spam folder can downcome a prosperous newsletter in another case. It lacks engagement. He says, “You focus more on people who are very interested in communicating with your mail, you have a better reputation with mailbox providers, so you are more likely to go into the box.”
“And, the long story short, The thing that stops the space of the Spam folder is not how many users you have – it’s a high engagement. “
Maximum engagement “by implementing a subscriber life cycle management process”. Ourson says. Pressing inactive users, separating your audience, and being transparent about your methods are the key to your newsletter’s ultimate success.
Lasting questions
Question this week
If you can only invest in a tool to help your company grow in the next three years, which tool will it be? – Ryan Attockinson, Space Bar Visual Founder and CEO
The answer this week
Ourseyan: In the context of email marketing success, inbox planning, and supply, this means investing in supply testing and monitoring platforms (such as inbox monster, for example). If your income depends on successful email marketing, you are running blind without this. Even if your email is in the inbox is nothing that you can easily track on the email marketing platform. As part of the email delivery process, no “which folder” disposition information information information has been sent back to the sender or send the platform. Such a device, and the skill that comes with it, guides you to translate the results and make strategic adjustments to remove or prevent problems.
The latest question of next week
Aurusan asks: What is a marketing habit or excellent practice that you think we should go back collectively, and from what will you change it?
