07/06/2018

Freshen Up Your Email Lists

Email addresses must be reviewed regularly with some strategy applied to their use

As a marketing tool, email is a double-edged sword.

Marketers have traditionally had a lot of control over getting their email messages to their intended recipients because there isn’t anyone standing between recipients and their inbox (contrast that with social media platforms, whose algorithms dictate what shows up in your followers’ feeds). On the other hand, email is a platform full of fragility—if your emails fail to attract readers or are considered spammy, it can threaten your reputation as a sender with major email clients like Gmail, which are introducing algorithms of their own that affect deliverability.

In a two-part series, nonprofit marketer Kivi Leroux Miller makes the case that tracking how often your emails are identified as spam is only one part of the email marketing equation. Engaging people who aren’t interacting with your messages is an important strategy if you want to strengthen your list.

Please select this link to read the complete article from Associations Now.