Good New Year’s resolutions belong on New Year’s Eve like fireworks, but most of the time they remain the same, just resolutions and are not constantly put into practice. The Certified Senders Alliance (CSA) has summed up 10 good resolutions for 2020, which you should absolutely stick to, at least if you want to run successful email marketing campaigns in the next year and build on a trusting relationship with your current and future clients.
A Valuable Asset: Quality Titles
Only include in your mailing list the addresses of people you have legally created, whose information you know you want, and whose information you can still prove. This not only gives you legal certainty but also protects your reputation and builds trust with your customers.
A small mailing list with high-quality addresses is better than a large mailing list with addresses from at least questionable sources. In any case, use the Double-Opt-In action. If in doubt, you must be able to clearly demonstrate at all times that you have the consent of every person you email to. And with Double-Opt-In (DOI), you’re on the safe side.
Be honest, even when it comes to attracting new subscribers to your newsletter. Say what you want in clear and understandable words, and do not “hide” your request for approval of the advertisement. The recipient will always notice when they receive a newsletter that they did not consciously request. He will unsubscribe out of embarrassment – or worse – he will mark them as spam in his inbox.
Watch out for traps
Don’t fall into the trap. If you email Spam-Trap, your reputation as a serious sender is damaged and you will quickly find yourself on a blacklist. Keep your mailing lists clean and nurtured regularly. Immediately remove inactive addresses from your lists and don’t send to old addresses you haven’t used in years.
Keep mailing lists clean
If your email service provider offers a feedback loop (spam complaint feedback loop), use this option. You will then receive feedback from your service provider about recipients classifying your mail as spam or junk mail. It also helps you maintain a clean slate, but of course only if you remove the affected addresses right away.
Watch out for the lottery
If you participate as a co-sponsor in a contest to create titles, make sure that the number of sponsors is reduced (maximum 8) and that you have access to the recipient’s acknowledgment of consent at any time.
save your word
Respect the conventions. If you have an agreement to send out a fashion newsletter, don’t send out ads for cars. If there is already a customer relationship with the recipient of a particular product, be sure to send them information only about the same or similar products.
In other cases, only submit ads for the products or services mentioned in the consent declaration. Avoid using “vague” industry terms such as “finance and insurance” or “mail order” in the statement.
The law is the law
Always follow the General Data Protection Regulation (GDPR). Not only because you are threatened with severe penalties for non-compliance, but also because breaking the law puts your good reputation and the trust of your customers at risk. If you meet the criteria of the Certified Senders Alliance (CSA) and become certified, you are always on the safe side, also when it comes to the GDPR.
Defend yourself against phishing
Protect yourself and your brand from phishing. Use the SPF, DKIM, and DMARC standards when sending your emails. With the help of DMARC, Sender Policy Framework (SPF), and Domain Keys Identified Mail (DKIM), you have the ability to make your emails clearly identifiable to your email provider and at the same time determine how to handle emails that seem to come from you. Thus, phishing emails can be reliably detected and filtered before they reach the recipient and cause potential harm to your customer.
Content is important
If you know your customers’ expectations and provide them with exactly the content they want to read, you’ve already taken a big step toward conversion. At what point in the customer journey is the recipient of my newsletter, how do I contact them, and what information is relevant and interesting? Relevancy creates interest, connects existing customers and generates new ones.
If you stick to the above intentions (almost) nothing stands in the way of a successful email marketing strategy. But there is still a tenth good decision:
Last but not least: CSA Email Summit
Visit CSA Summit 2020 from April 22-24 in Cologne, Germany. For three days, marketing experts, IT coaches, and executives from over 15 countries will discuss new developments in the email industry. Here you’ll learn what makes a great email, how to protect yourself and your brand from abuse, and how to maintain recipients’ trust. For more information about the summit, click here.