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Tag: list management

10 things every mailer must do

A bit of a refresh of a post from 2011: Six best practices for every mailer. I still think best practices are primarily technical and that how senders present themselves to recipients is more about messaging and branding than best practices. These 6 best practices from 2011 are no longer best, these days, they’re the absolute minimum […]

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The naming of lists

Any ESP that supports multiple mailing lists per customer lets you name your mailing lists. That’s useful for keeping track of where a list was from , but sometimes those list names are visible to the recipient: Here the list name is visible on the opt-out / email preferences form, but you’ll also see them […]

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Bounces, complaints and metrics

In the email delivery space there are a lot of numbers we talk about including bounce rates, complaint rates, acceptance rates and inbox delivery rates. These are all good numbers to tell us about a particular campaign or mailing list. Usually these metrics all track together. Low bounce rates and low complaint rates correlate with […]

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Spamtraps are not the problem

Often clients come to me looking for help “removing spamtraps from their list.” They approach me because they’ve found my blog posts, or because they’ve been recommended by their ISP or ESP or because they found my name on Spamhaus’ website. Generally, their first question is: can you tell us the spamtrap addresses on our […]

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Data hygiene and bouncing zombies

There are a number of folks who tell me there can be no zombie addresses on their lists, they aggressively remove any address that bounces. The problem is that zombie addresses don’t bounce, at least not always. And even when ISPs say they have a policy to bounce email after a certain period of time […]

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Before you build a list

I can’t add much more to Steve Denner’s article about building list size.

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Six best practices for every mailer

People get into all sorts of details when talking about best practices. But so much of email depends on the type of email and the target market and the goals of the sender. It’s difficult to come up with universal best practices. I’ve said in the past that I think that best practices are primarily […]

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Size isn’t the only metric

MarketingSherpa has a case study up today about a company that took an aggressive stance on re-engagement that reduced their house list size by over 95%. While the size of the list went down, online sales doubled. The whole article is a lesson in how to do email right. They are sending relevant and engaging […]

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Is your data secure?

Not just secure from outside forces, but also secure from employees? In a recent survey published by Help Net Security, approximately half of all employees said they would take data, including customer data, when leaving a job. This has major implications for ESPs, where employees have access to customer data and mailing lists. There are […]

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Protecting customer data

There have been a number of reports recently about customer lists leaking out through ESPs. In one case, the ESP attributed the leak to an outside hack. In other cases, the ESPs and companies involved have kept the information very quiet and not told anyone that data was leaked. People do notice, though, when they […]

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