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Tag: expectations

Too much? Too little?

Mark Brownlow (who I haven’t linked to nearly enough lately) has insightful commentary on the frequency question. I really don’t think marketers should be afraid of sending email frequently. There are people who appreciate a lot of email. But I do think marketers should be careful when sending frequently. Good delivery is all about your […]

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Expectations

One of the themes I harp on with clients is setting recipient expectations. Senders that give recipients the information they need to make an informed subscription decision have much higher inbox and response rates than senders that try to mislead their recipients. Despite the evidence that correctly setting expectations results in better delivery and higher […]

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Setting expectations at the point of sale

In my consulting, I emphasize that senders must set recipient expectations correctly. Receiver sites spend a lot of time listening to their users and design filters to let wanted and expected mail through. Senders that treat recipients as partners in their success usually have much better email delivery than those senders that treat recipients as […]

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