Earlier this week, the investment firm Marlin Equity Partners announced they purchased BlueHornet Networks from Digital River. BlueHornet has been around for quite a while. In 2004 they were acquired by Digital River and run as a wholly owned subsidiary.
Congrats to the folks working at BlueHornet.
Campaign Monitor contacted me about yesterday’s post. The phrasing I picked out of the spammers AUP matched their AUP quite closely. In fact, if you plug the AUP into Google, Campaign Monitor comes up as one of the first hits.
It was not Campaign Monitor I was talking about. In fact, the ESP I received the mail from is not on the first 8 pages of Google hits for the phrases I posted.
A similar thing happened when I posted about Dell spamming me. Dell has multiple ESPs, and one of their ESPs contacted me directly in case they were the ones Dell was spamming through. It was no surprise to me that they weren’t the ESP involved.
This is what good ESPs do. Good ESPs monitor their reputation and monitor what people are saying about them. Good ESPs notice when people claim they’re being spammed and effectively reach out to the complainers so they can investigate the claim.
Good ESPs don’t just rely on the complaint numbers to take action. They keep an eye out on social networks to see who might be receiving mail they never asked for.
Many online retailers assume that anyone making a purchase from them is a prime target for email marketing. THEY ARE OUR CUSTOMERS! Of course they want to get mail from us!
Well. Maybe. But not always. Think about the person who shops online during the holidays. I visit a lot of places looking for gifts for other people. These aren’t places I’d normally shop for myself, and are not places that have things I’m interested in. This means I don’t really have, or want, an ongoing relationship with them.
So for those of you that think they’ve found a new customer because I made a purchase this Christmas, I’d just like to say: Not so much. I mean, yeah, you have the perfect gift for my mother this year. Or that appropriately tacky bit of Vette swag for my dad. But, really, I just want to buy the gift and have it shipped. I don’t want an ongoing customer relationship with you. In fact, I really never want to hear from you again.
Some online retailers are polite and treat purchasers with respect. They allow guest checkouts and don’t require tons of personal information and account creation for a purchase. They even let you opt-out of being added to their mailing list at the time of purchase. Other retailers require the full registration process (you need to know my marital status? so I can buy a gift for my dad? what?) and don’t offer an opt-out during the checkout process. Instead, you infer I want your mail and make me opt-out after the fact.
Making a purchase doesn’t constitute permission. Sometimes retailers can get away with it because when I’m making a purchase for me I might be interested in more mail from you. When I’m making a purchase for someone else, though, there is no long term relationship to be developed.
Sure, with the right campaign you may be able to convert one of those purchasers into a returning purchaser. But without a carefully planned and executed conversion campaign you may lose more future customers than you convert.
There are a lot of things all of us in the deliverability, abuse and blocklist space have heard, over and over and over again. They’re so common they’re running jokes in the industry. These phrases are used by spammers, but a lot of non-spammers seem to use them as well.
The most famous is probably “I’m sure they’ll unblock me if I can just explain my business model.” Trust me, the folks blocking your mail don’t want to hear about your business model. They just want you to stop doing whatever it is you’re doing. In fact, I’m one of the few people in the space who actually wants to hear about your business model – so I can help you reach your goals without doing things that get you blocked.
A few months ago, after getting off yet another phone call where I talked clients down from explaining their business model to Spamhaus, I put together list of phrases that senders really shouldn’t use when talking to their ESP, a blocklist provider or an abuse desk. I posted it to a closed list and one of the participants put it together into a bingo card.
A lot of these statements are valid marketing and business statements. But the folks responsible for blocking mail don’t really care. They just want their users to be happy with the mail they receive.