3.2 Lesson 2: What’s in a name?

Lesson 2: Avoid Getting Marked as SPAM

1. Sender Email Address

I see a lot of startups and solorpreneuers using gmail email addresses. I know budgets can be tight but sending your emails from an email address with your domain makes you look like a safe sender.

Move your email communications on to your domain. It helps with authority building and makes your emails look a little safer.

Plus, you have more control over your domain.

 

2. Sender Name

I can't stress this enough. Look at your emails how they appear in the inbox. The FIRST thing people look at is who the email is from.

If you are using First Name Last Name of your Marketing Director, do you really think your subscribers know who that is?

They may have signed up for your emails months ago and can't remember why they did. Suddenly they're getting an email from Billeremy Smithwisen.

Who is Billeremy?????

I open the email, see that it is some random brand I completely forgot about and if I can find the Unsubscribe link, I'll click it. If not, I'll hit SPAM.

Instead of being vague, keep it short and direct. You don't have a lot of real estate for a sender name in the inbox. Use first name & company name OR just your brand name.

Try this instead:
Billeremy | Company Name

 

3.1 Lesson 1: Your Domain

Lesson 1: Your Domain

If you are using an Email Service Provider (i.e. Mailchimp), you are typically defaulted to having your emails sent through their shared server.

This means you are sharing an IP address with other companies and organizations who are also using that Email Service Provider.

If that's the case, you don't know what practices those other accounts are using to send emails. They may be sending emails to people who didn't ask to receive them. If that's the case, then they might be getting a lot of their emails

That's why you'll want to send from your own domain.

 

Here's what you do:

  1. You can create a sub-account (example: email.yourdomain.com), and then authenticate it with your Email Service Provider.
  2. Each Email Service Provider has its own steps to take to do this. If you're not sure what to do just Google “Domain authentication <insert ESP name here> “
  3. You should be able to find the documentation.
  4. If this is WAY above your head, talk to your web developer. They'll know what to do.

1.4 Lesson 4: What’s Next

Now that we're on the same page with terms, here's what's next:

  1. Possible causes of why your emails are ending up in the SPAM folder and how to fix them.
  2. What (and how) you can do to keep your emails from ending up in SPAM.

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1.3 Lesson 3: Sender Reputation

Lesson 3: Sender Reputation

Everything online is tracked. Surprised? I thought not.

What does that mean for you?

The IP address you are sending your emails from is tracked. Email clients like Gmail, Yahoo, and Outlook look at your IP's sender reputation when they are decided where to deliver the emails you are sending out.

Remember that last bit about people opting in? When people get annoyed with you and mark your emails as SPAM, that is tracked.

It all gets tied back to the IP address your emails are being sent from.

If your IP address has a bad reputation, guess what happens? Your emails can get blocked or delivered to the SPAM folder.

Hence, Sender Reputation.

1.2 Lesson 2: Opt-In

Lesson 2: Opt-In

This term refers to permission-based marketing.

Otherwise known as: did your email subscriber ASK to receive the promotional emails you are sending to them?

And not like a winky, “Hey we met at a thing” or “I bought something from you” or “I listed my email address on my LinkedIn profile” so that means “I want to receive sales and promotional emails from you.”

Opting In means explicit consent. (Because we all know consent is sexy).

It means that someone checked a box or filled out a form that says something to the effect of “Yes, send more promotional information about your brand.”

Why does this matter?

Because if people didn't explicitly SAY they want to receive promotional emails from you, then why would they want to GET promotional emails from you?

How many times have you gotten a promotional/sales email from someone who you didn't give permission to send you those types of emails?

What was your reaction? Delight? Joy? Relief?

I'm gonna guess no.

It was probably more like, “Seriously!?”

If there was an unsubscribe at the bottom of that email, you probably hit it. If not, you probably hit the SPAM button.

How spot-on am I here? Are you getting spooked out? I thought so.

 

The bottom line here: Send emails to people who actually let you know they WANT them.