Top 10 E-mail Trends of 2009: Return Path
By Sam PascuaE-mail deliverability and reputation-management firm Return Path has released what it has deemed to be the top 10 e-mail trends of 2009.
The Top 10 Emails Trends in 2009, according to Return Path, were:
1. Spam growth continued – Reports in early 2009 estimated daily spam volumes are more than 117 billion emails every day. In addition, image spam increased in 2009, a problem for enterprises and ISPs using outdated email security software.
2. False positives increased – “False positives” are when a legitimate, requested, and wanted email is mistakenly blocked outright or delivered to a bulk folder by a spam filter. Receivers increased their use of trusted whitelists in an effort to identify legitimate email.
3. Phishing impacted everyone – Criminal enterprises increased their phishing in 2009 – sending forged emails from banks, social networks, and brand marketers to gain account access. Return Path believes that a coordinated effort, including government (policy and enforcement), educational, infrastructure operators, financial institutions, and more must participate in coordinated efforts toward a solution.
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Battling the Spam Button
By Sam PascuaNothing strikes fear in the heart of an email marketer like the thought of a recipient hitting the spam button. All that time spent on creating content, sending and reviewing test messages, only to have someone completely reject the message as “Junk.” It truly is a cold, hard world.
But what is a recipient to do? Hit delete? That’s like shoeing away a fly with the back of the hand – it will be back. Or even worse, use an unsubscribe link? That might let the sender know that they have reached a valid email address.
Do not blame the recipient! They know the definition of spam – “unsolicited commercial or bulk e-mail.” And guess what? Your opinion does not count! If the recipient believes the message is unwanted or unknown, the big bad button on the top of the email client is going to be pushed.
Read moreIs Your Company Ready for an E-Newsletter?
By Sam PascuaOne of the best ways for a business to increase sales and profitability is to strengthen its relationship with customers. For an online business, this means increasing the frequency and relevancy of electronic communications. Blogs and interactive content like product reviews are helpful, but they only work if customers visit your site. In contrast, an e-newsletter lets you reach out to your customers wherever they may be, directing them back to your site to learn more.
A successful e-newsletter requires careful planning and commitment. Poorly crafted e-newsletters run the risk of boring or annoying customers and can actually hurt your business’s reputation and decrease sales. In contrast, a well-planned e-newsletter can be an invaluable tool for communication and sales.
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