AC Digital Design - website development & email marketing

Email Marketing FAQs

What is ESP and how to choose one?

ESP stands for Email Service Provider - a service that enables marketers to send out email marketing campaigns to a list of users.
There are 240 ESPs on the market to choose from. According to Litmus survey the 10 Top based on user popularity are: Salesforce (Pardot), MailChimp, Oracle, Marketo, Campaign Monitor, IBM, SendGrid, Constant Contact, HubSpot, Adobe. The choice depends on your situation and budget, not every businees needs Salesforce for a starter.

Why purchased list can hurt your email reputation?

  • You'll violate the rules of consent under the CAN-SPAM Act in the U.S. or Canada’s Anti-Spam Law and General Data Protection Regulation (GDPR). Sending to random people who haven’t given you permission to email them is against the law.
  • Reputable ESPs don't let you send emails to lists you've bought. Why? One customer's ill-gotten email address list can poison the deliverability of the other customers on that shared IP address. Your account might be terminated or legal action might be taken.
Remember - obtaining permission is fundamental to email marketing success. Do not risk spam complaints by sending customers emails they didn’t ask for.

How to Protect Your List from Spam Traps?

  • Don't buy, rent or scrape the list from the Internet, use only opted-in list
  • Make your unsubscribe link clear, prominent and easy. If your recepients can’t find the unsubscribe link quickly, they will hit Send to Spam. It’s easier. It’s best to politely let them go and maintain their respect for the future.
  • Maintain your list properly, remove all hard bounced email addresses from your lists
  • Only email to your engaged recipients. Segment out those who have not opened or clicked your emails in the last 6 to 12 months

What are 5 Email Best Practices?

  • Effective subject lines to entice readers to open your email. Subject lines and the “from name” are two of the most important determinants of the opening rate success. Keep in mind the following when creating a subject line: inform, intrigue, invoke action, and uplift brand.
  • Responsive design - more than 54% of people now open their email on a mobile device. With this in mind, it’s not only important that your email renders correctly on mobile devices – it’s absolutely essential!
  • Frequency - set subscribers expectations on how often thry should expect to get emails. Sending too many emails can result in spam complaints. On the flip side, sending too infrequently may cause your subscribers to forget why they’re getting your emails in the first place.
  • Segment your list and diversify the types of messages your recipients receive, making sure messages are short, to-the-point and relevant to their industry. Marketers who segmented their email list experienced higher open rates and lower unsubscribe rates. Remove subscribers from your list that haven’t opened an email in six months and try sending a re-engagement series to get their attention
  • A clear call to action (CTA) using precise, actionable verbiage to attract attention. Your CTA should be prominent and easy to find strategly placed above the fold. Use the first person – Reserve my spot! Get my eBook!