The Question

Mark Brownlow has a list of 12 questions every email marketer should ask about their marketing program. Buried in the middle is the most important question for delivery.

Do you worry more about what ISPs think about your email than what subscribers think about your email? If you take care of the latter, won’t the former take care of itself?

My answer is if a sender is worried more about what the ISPs think than what subscribers think that sender is going to have ongoing and continual delivery problem. However, if a sender focuses on sending relevant, expected and wanted email then they will have almost zero delivery problems.

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The overlooked secret of marketing

Seth Godin posted recently about the overlooked secret of marketing: time

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Disposable or Temporary Addresses

Mark Brownlow has a really good post up today about disposable and temporary addresses and how they affect marketers trying to build an opt-in list.
I use tagged addresses for all my signups, and have for more than 10 years now. It lets me track who I gave an address to and if this mail is contrary to what I signed up for or the address has leaked, I can shut down mail to that address entirely.
Tagged addresses also have another function. One of our local brew pubs has a rewards program, spend money there, get points. As part of the signup process, they requested an email address. All the email I have received from them has been clearly branded, well designed, they are an example of how to use email right. That is until last week. Last week I received an email to the tagged address from some survey company. The survey company provided no branding, nothing.

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How not to handle unsubscribes

On the heels of my unsubscribe experience last week where an ESP overreacted and unsubscribed addresses that did not belong to me, I encountered another deeply broken unsubscribe process. This one is the opposite, there is no way to unsubscribe from marketing mail at all. Representatives of PayPal have only been able to suggest that if I do not want their mail, that I block PayPal in my email client.
I had a PayPal account years and years ago. They made some extensive privacy policy changes back in 2003 and when I did not actively agree to the new policies, they closed the account. That account closure seemed to take, I heard nothing from PayPal. In early 2008, I made a purchase at a vendor that only accepted credit cards through PayPal. Normally, I do not do business with vendors who only accept payment through PayPal, but there appeared to be a way to make the payment without establishing a PayPal account, so I went ahead and made the purchase.
The receipt from that purchase came from PayPal, and mentioned that I had an existing PayPal account. I figured that because the address was the same as the 2003 account that the boilerplate did not understand ‘closed accounts’. I brushed off the notice and did not worry about it.
On June 23, I received marketing email from PayPal. The mail offered 10% off my first eBay purchase, if I set up an eBay account using the same address on my PayPal account. Yay. Spam. Oh, well, no big deal, there was an unsub link at the bottom of the email. It is PayPal, they are a legitimate company, they will honor an unsubscribe. It will all be fine.
Or. Not.
Clicking on the unsubscribe link in the email takes me to a webpage that tells me I had to login to my account to unsubscribe. But I do not have an account!
They clearly think I have an account linked to the email address they mailed. I decide to see if I can recover the account and then unsubscribe. I put in the email address they sent the marketing email to, the password I probably would have used had I actually set up this account and hit “submit.” PayPal now asks me to set up 3 questions to use to recover my account in case I forget the login in the future. Uh. What? No. I do not want to set up an account, I want them to stop sending me email. I abandon that webpage.
I then attempt to recover the password to the account. Put in the email address that PayPal is sending email to and hit “forgot password”. PayPal, as expected, sends me an email. Click this magic link to recover your account. PayPal then asks me to input the full number of the credit card associated with the account – the credit card number I do not have. What account? What credit card number? Is this from my 2003 subscription that was closed? Is this from the purchase I made in February? I abandon that webpage.
The recover password email helpfully lists a phone number I can call for assistance so I call. In order to be able to talk to someone I have to enter my phone number. And the credit card number associated with my account. I resorted to randomly pounding on “0” and telling the voice recognition software I wanted help. Eventually, it got so confused it transfered me to a real human.
Tragically, the voicemail system was actually more helpful than the real human on the other end. Distilling down hours of sitting on the phone with them, I am told the following:

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