The biggest obstacle Email Marketing

If you run the mailing list and regularly send email content, then the message for the rising rate of return letter must have impressed. Professional online advertising company DoubleClick in the recently released "Email Trends Report" shows that the third quarter of 2001, mailing list bounce rates are increasing each quarter to the third quarter of 2002, had risen to 12.6% history. According to DoubleClick's view, e-mail bounce rates also increased largely due to too many messages to send, Email service providers to reduce mailbox capacity, changes in economic conditions caused by the increase of people work to replace mail, etc..

If the bounce rate is only 12.6% maintained a "record", may not be surprising, but in fact, the domestic letter rate of return mailing list may be much higher than the level of investigation than DoubleClick, bounce reason is not so simple . Our "Internet marketing of new observation Electronics Weekly"  carried out the withdrawal letter to statistics, found that because the mail service provider on the mailing list of the shield, the user abandoned the original mail, free email service termination and other reasons, the mailing list bounce rate rising to 5% from the end of 1999 and gradually rose to 20% in 2000 to the end of 2001 mailing list bounce rate was 35%, 2002 In the end of March reached 43.9%. Moreover, according to the author Email marketing professionals in the field of understanding, some service providers encounter bounce e-mail is even higher rate than these figures have been close to or more than 60%!

Email marketing permission to carry out the premise is to have users of resources, which usually requires a long process of accumulation, Email marketing success is the biggest challenge, now bounce rate rising influence Email marketing has become the biggest problem: even with a large number of user e-mail address resources, still could not "at the right time with the correct method to correct information to the right people." Email marketing messaging to face obstacles, should be taken to tackle the problems? We first look at the recommendations of DoubleClick.

In the "Email Trends Report", DoubleClick made to reduce e-mail the letter back nine strategies:

(1) try to avoid the wrong e-mail address: the user to join the mailing list, please enter the Email address of the user to repeat, like user registration, password confirmation did.

(2) improving data registration methods: mainly applicable to the phone records of the user Email address artificial situation, the necessary staff training.

(3) send a confirmation message: that is to take the user to confirm the way can join the list.

(4) to encourage users to update Email Address: For the return e-mail address, when users return to the site, remind them to confirm the correct Email address, or e-mail address for the wrong to make that request the user to update.

(5) to allow registered users to easily change Email address: user e-mail address change is normal, after the change to allow users to easily update their registration information, will be more appropriate.

(6) Maintain an accurate list of information: For the purposes of analyzing the mailing list address for invalid user name or domain name format of the message be clear.

(7) the use of Email Address to change the contact for professional services.

(8) of the mail is returned to a proper understanding of the process: bouncing a hard bounce and soft bounce of the points, for different situations to take appropriate countermeasures.

(9) as fixed invalid e-mail address: If the user registration information in a postal address and other contact information, may wish to contact with the other to get in touch with users, asking him to update e-mail address.

DoubleClick on the reduction of the nine e-mail bounce strategy, in fact reflected in three aspects: improving the accuracy of the user e-mail addresses, mailing list, bouncing about the reasons and take appropriate countermeasures and effective management of the mailing list. Email marketing in practice, every aspect contains a number of specific issues, most problems have a corresponding solution, we will continue to explore in the future.

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