Marketing Advisor Update

Sales and marketing tips, insights and advice for service businesses amd companies selling complex or technical products.

Sunday, May 27, 2007

Only 1 in 2 people check their junk mail folder.

Scary news this... I was reading yesterday a recent report that shows only 51% of people check the junk mail folder in their email program. And that is only "once in a while". The rest either rarely or never check!

This is scary because the same report quotes 71% of people using some sort of email filters.

From a marketing perspective this highlights the importance of being "accepted" by your recipients email program. This is a major issue for service business who are using an email newsletter - or any regular email communication - as part of their marketing schedule.

There are a few things you can do to minimise the likelihood of your messages ending up in the email junk folder black hole.
  1. Ask, and ask again, for recipients to place your "From" address into their address book, whitelist, or safe senders list.
  2. Prompt recipients to actually unsubscribe if they no longer want to be on your list. This is because many people simply hit the "this is spam" button in their email program to send unwanted emails to the junk bin.
  3. Make sure you are using good practises when composing your emails. Like not having too much HTML vs text in your message code.
  4. Use a reputable ESP (email service provider) that monitors their users and has the respect of major ISP's. This will help your message get through to your recipients.


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