The Fundamental Imperatives of ‘Email Marketing Rules’
Back in November of 2010, I wrote an Email Insider column titled ‘Best Practices’ Are Dead, in which I argued that the term “best practices” has been much abused and was too broad to cover what I called the never-break “Ethical Imperatives” and the okay-but-unwise-to-break “Recommended Practices.” I didn’t know it at the time, but that column would be the genesis of my new book, Email Marketing Rules: How to Wear a White Hat, Shoot Straight, and Win Hearts, which discusses 108 email marketing best practices.
That column discussed six practices that I consider critical to being a legitimate member of the email marketing community. All six involved permission, which is still the vital element that separates us from spammers.
The book expands on those never-break rules, bringing the total to 10, which I’m delighted to share exclusively with you here… Read my entire Email Insider column >>
I just read your article “The Fundamental Imperatives Of Email Marketing Rules” on mediapost.com. Good stuff. One quick question — in your article you mention that “…ISPs are also looking at the percentage of your subscribers who are engaging (opening, clicking, scrolling through, etc.) with your emails…” and that really caught my attention. Is this something you can elaborate on? I’d love to share this information with my clients, but I’d like to have something a bit more substantive to back it up before doing so. I ran a few quick Google searches that didn’t turn up anything too interesting.
Mike, engagement metrics have played a role in ISPs delivery filters since around 2010, but over the past year it has become a very significant factor in whether your emails make it safely to your subscribers’ inboxes. Here’s a good article from George Bilbrey of Return Path on the topic: http://www.mediapost.com/publications/article/179994/summer-2012-when-engagement-began-to-matter.html Hope that helps.
Ah, that’s exactly what I was looking for. Thank you!