Puud kaotavad lehti, ilmad muutuvad vastikuks ja te ei ole enam nii optimistlik, kui esmaspäeva hommikul meilikampaaniat koostades, nagu veel paar kuud tagasi… Noh, sügis on käes ja Halloweeni hooaeg samuti. Halloween, hirmu ja pimeduse aeg, mis hiilib ka e-turunduse maailma.
Lubage mul jutustada teile lugu ühest väikelinnast võrgu kõige pimedamates nurkades, Marketingtonist. See näib olevat kogu interneti kõige rahulikum koht, kus on tuttavlik ühiskond, õnnelikud tänavad ja rahulolevad kohalikud. Kuid juba mitu, mitu aastat on seal olnud hirmuäratav jõuk, kes Halloweeni öösel tuleb linna kõige pimedamast küljest välja, et külastada elanike kodusid, tekitades kohutavat kahju. Nad julgustavad inimesi oma uksi avama, hüüdes “trick or treat”. Võib-olla olete neist juba kuulnud – neid nimetatakse SPAMiks.
SPAM gang arouses a fear in all Marketington. They are unpredictable, brutal and above all extremely cunning…They know all the tricks and can fool anyone to open the doors for them.The target of their actions are the residents of the Email Street… The terrified locals have lost their trust, unsure who is hiding behind the next email, and become very unwilling to open their doors for any email that comes into their inbox. Good emails have to make an incredible effort to rebuild trust, increase their reputation and finally get some sweets.The guards of the whole Internet world had to set up strict borders (filters), so the SPAM emails will never find their way to Email Street. When caught, they get sent straight to SPAM inbox, which is basically a prison for nasty emails.Unfortunately, quality emails are also affected… Whenever their reputation gets a bit shady, SPAM filters will detect them amongst other emails and sent them to the SPAM inbox, even though their content might be valuable and interesting for the recipients.This story clearly reflects the email marketing world in a real life. As you are an email marketer, you are a part of Marketington. Halloween night is simply an email campaign time, and Email Street is the list of recipients that we send our emails to. If they open their doors and read the email in their inbox, they might treat the sender, by converting into a paying customer. On the other hand, they might not trust the sender, and report the message as a spam. If the sender was previously identified as a baddy, their email is already in the email prison, SPAM BOX, so no chance for treats at all!If you are standing behind the good emails, you might already know how unfair and annoying is when your content is treated in same way as the emails about Nigerian prince or cheap Viagra. Disappointment, helplessness, and irritation. No one likes that! But there is a way to differentiate yourself from the SPAM gang. First of all, it is all about the content that you are sending, and to who you are sending it to. You need to adopt specific measures, so the recipients will not mark you as a SPAM. Email only those, who agreed to be on your campaign list, personalize your content, create a truthful but appealing title, make it easy to unsubscribe, be consistent and remove inactive users.
Aga mis kõige tähtsam – kaitske oma saatja mainet, vähendades oma tagasilöögimäära! Ärge kunagi saatke kontrollimata meililistidesse! Iga kord, kui teie e-kiri tagasilöögib kehtetu e-posti aadressi tõttu, kannatab teie maine. Kui teie maine kannatab, on “valvurite” silmad teie peal. See on põhimõtteliselt vaid üks samm rohkem, et sattuda musta nimekirja ja saada SPAMi jõugu osaks. Kontrollida, kontrollida ja veel kord KONTROLLI oma nimekirja , hoidke see puhtana ja ilma varjatud Kohaletoimetamata email
Jääge interneti heale poole, olge Marketingtoni vääriline mees, viisakas külaline E-posti tänaval, ärge kunagi “trikitage” ja kõige enam – vältige SPAMi jõugu!
