Kickbox interviewed a bunch of us to find out what methods of opt-in we recommend. Go check it out.
What’s your favourite method of opt-in?
February 24, 2021
What’s the best opt-in method?
24February
February 18, 2020
The key to improving deliverability
18February
According to the UK DMA, marketers report improvements in deliverability after GDPR went into effect. I mean, thank you UK DMA for doing the research. Of course deliverability is going to improve when you send mail to those people who have expressly opted into your mail. 76% report an increase in open rates in the past 12 months; 75% say click- throughs are higher; 51% say ROI has risen. Opt-out...
April 3, 2019
The many meanings of opt-in
03April
An email address was entered into our website An email address was associated with a purchase on our website. We have a relationship with a 3rd party that shares email addresses with us. We have a cookie on a web browser that visited out website and we sent an email to the address associated with that cookie. We both went to the same conference and the attendee list was given to every exhibitor...
February 10, 2017
Subscription transparency
10February
I regularly tell clients to be transparent with their sends. With email, permission is better than forgiveness. A surprise change in mail frequency or type leads to complaints. Complaints lead to bulk foldering. Once mail is in the bulk folder, it’s hard to get out of there, particularly at some webmail providers. The permission is better than forgiveness is hard for a lot of senders to...
May 27, 2016
Necessary but not sufficient
27May
With all the emphasis on getting the technical right, there seem to be people who think their mail will be delivered as long as the technical is right. Getting the technical right is necessary for good inbox delivery, but it’s not sufficient. The most important part of getting mail to the inbox is sending mail users want. In fact, if you’re sending mail folks want, interact with and...
May 24, 2016
I cannot feel the Bern.
24May
On a lark (and to do my best to stay as informed as possible via primary sources) I decided to sign up for the official mailing lists of the Trump, Clinton, and Sanders campaigns. Both Trump and Clinton were happy to take my email address and add it to their distribution lists, no confirmation required. Not terribly surprising, since they need to make it as easy as possible to get their messages...
February 2, 2016
The truth matters.
02February
Call within the next 10 minutes… Consumers with last names starting with O – Z can call tomorrow… Only 5 seats left at this price! All of these are common marketing techniques designed to prompt consumers to buy. It’s not a new idea, create a sense of urgency and people are more likely to buy. I think some marketers are so used to making outrageous claims to support...
May 14, 2015
It's the recipients
14May
Most delivery problems to US ISPs boil down to sending mail to people who don’t want it or expect it. Sure, we do technical audits and find issues with how companies are sending mail. But all the technical correctness in the world isn’t going to make up for sending mail users complain about or don’t interact with. Recently we were working with a client who was having some...
December 8, 2014
Spam is about invading other people's space
08December
At the recent Sendgrid Emailmatter’s conference Sally Lehman advised attendees to “Treat someone’s inbox like it was their home.” This is advice I’ve been giving clients for a long time. I think it’s even more relevant now as so many people have data enabled phones and are checking email so frequently. It’s not just their home, it’s their personal...
July 7, 2014
The DMA: Email marketing or spam?
07July
A few weeks ago, I signed up for a webinar from the DMA. As is my normal process I used a tagged address. I don’t remember any notification that I would be signing up for mail, and I generally do look for those kinds of things. I also know a lot of webinars are used to drive sales processes and I prefer not to waste sales time if I’m not actually looking to purchase. In recent weeks I...
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