Q: How do I build opt-in lists?

Opt-in lists are simply lists wherein the subscriber has chosen to explicitly join or permit receiving E mail content. Few ways in which we may collect opt-in or grow the list are:-

  • 1. Visitor/ comment logs
  • 2. By collecting the visiting cards
  • 3. Personal calling
  • 4. Face book widget and Apps
  • 5. Affiliate marketing thru publishers and campaigns
  • 6. QR codes
  • 7. Online forms/Feedback forms
  • 8. Website registration widget

Q: What is SPAM?

Email Spam is an unsolicited mail for which the user has not given permissions.
Real spam is generally email advertising for some product sent to a mailing list or newsgroup while the most widely recognized form of spam is e-mail spam, the term is applied to similar abuses in other media.

Q: What is the CAN –SPAM Act?  IS Way2INBOX following it?

As a responsible ESP; we are pretty conscious of following the best practices and also we don’t want to bother your subscribers with SPAM. So we have our cerebral systems in place to follow certain harmless yet effective guidelines :

  • A. To start with you should agree to our terms and conditions and please read it completely.
  • B. Source of Subscriber’s opting –in List: Be crystal clear while you state this to us. We have the systems in place to detect any abuse.
  • C. We follow the CAN SPAM act and here some highlighter of the act :
  • a. Accurately represent who you are – From, to, reply to, originating domain name, email address, routing info, office address should be clear.
  • b. Avoid deceptive subject lines – the subject line and the content of the message must be in sync.
  • c. Identify messages as advertisements
  • d. Provide your location – According to the act your message MUST include a valid postal address.
  • e. Make opt-out / unsubscribe easy and clear
  • i. Induce a unsubscribe link and purposefully it should not be complicated.
  • ii. The link should be active for 30 days from the day the email is send out.
  • iii. You can’t charge money for un-subscription.
  • iv. After Unsubs ensure that there is no more mail being send to this customer.
  • v. You may create a menu to allow a recipient to opt out of certain types of messages.
  • vi. But you must include the option to stop all commercial messages from you.
  • vii. Make sure your spam filter doesn’t block these opt-out requests.
  • viii. You can’t charge a fee, require the recipient to give you any personally identifying information beyond an email address, or make the recipient take any step other than sending a reply email or visiting a single page on an Internet website as a condition for honouring an opt-out request.
  • ix. You can’t sell or transfer their email addresses.
  • f. Honour the opt-out / unsubscribe requests immediately - Sender has 10 day to remove the person from the list .
  • g. Monitor agencies and others who communicate for you and your organization – If agencies are employed to distribute your email, you are still responsible for CAN-SPAM compliance.

Q: How to avoid Spam –Like content

  • a. Never use ALL CAPS.
  • b. Avoid excessive use of “click here”, $$ and other symbols.
  • c. Avoid words like “free”, “guarantee”, “spam”, “credit card” etc.
  • d. Do not include unsubscribe instructions more than one time in an e-mail.
  • e. If you use an automated mail-merge solution, the potential exists for a mistake to be made where, instead of their name, it shows the mail-merge code and this is a major spam flag. Alternately, having Dear , (where the name is missing) is not only bad form, it’s another potential spam flag so if you DO use mail-merge, double check the results output and resolve such issues before mailing.
  • f. Do not use all or extensive BOLD lettering.
  • g. Do not over-use multiple colour font variations.

Q: What is the difference between “Hard Bounce” and “Soft Bounce?”

Hard Bounce: This primarily mans that we have send your mail but the receiving server has absolutely rejected it. Some common reasons to this may be: the domain no longer exists, the email does not exist.

Soft bounce: A ‘Soft ‘bounce is an intermittent, temporary condition. The mail was send to the receiving server and was processed too; but for reasons as “ email server might be temporarily overloaded” or “offline” ,” the recipient might be over their inbox quota size” or “there might be a temporary problem with the remote server configuration” it was returned to us.

Q: What are the checkpoints before I send an Email Campaign?

  • 1. From Line – Preferably use your company name. This is how people would know the origin of e-mail.
  • 2. Subject Line – Keep it to the point and restrict to 40 characters.
  • 3. Image Alt Text – Gets your readers to enable images if they’re turned off.
  • 4. Balance of Images & Text – Keep 80% text and 20% images. That’s how ESP’s like it.
  • 5. Scan able mail: Use bulleted lists, headings, charts, table of content to let user go to the exact desired point in the newsletter/mail.
  • 6. CTAs (Calls to Action) – Tell your readers what you want them to do and tell them clearly.
  • 7. Length – Keep the mail short. Include links to blogs/website for details or more content.
  • 8. Forward/ Social media badges/links and sharing - Gain new subscribers/ increase your list and interact in innovative ways.
  • 9. Check Links – Click on each link to make sure it goes where you want it to.
  • 10. Proof Read – Remember to spell check, too.
  • 11. Seed test and Spam check: Do this to ensure that the mail reaches to inbox.
  • 12. Preview in Multiple Email Readers – View in email clients like Yahoo! Mail, Gmail, Etc along with Mobiles phones (After all these days people are addicted to Smartphone)

Q: What are the best practices I follow when I write the subject line of my mail?

Here a list of Do’s for writing the Subject line of your Email content

  • 1. BE Relevant: Keep the subject line “Very relevant and to the point” to what you want to communicate in mail.
  • 2. BE Precise: Include detail that allows the recipient to identify what the mail is all about clearly.
  • 3. BE Pruned: Ideally you've got about 35 characters to use in your subject line, including spaces. Stick to it and make good use of the same.
  • 4. BE Conscious:
  • 5. Don't use a hard selling subject line: Online consumers of information and goods don't like the hard sell approach they love suggestions instead!
  • 6. BE action-oriented: Remember to highlight the action point for the user. If it is a invite use “Invitation: Efficient emailing practices” instead of E mail efficiency meet.
  • 7. Mention the Deadlines: If the action associated with your message includes a date or deadline, do include it in the email subject.

Q: What is Dedicated IP. Is it important?

ISP looks at the reputation of the domain you send the emails from and the reputation of the IP address used for sending the emails to ensure that the mail get properly routed to the Inbox . So if you follow the best email standards and send to opt-in database; your IP would gain Good reputation.

In Sharing IP address reputation is build by all the neighbours sending from that IP. If anyone does something that is in conflict with good email practices, this can hurt the IP address reputation and get the IP blacklisted too; which may blanket every mail send from this IP.

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