Email Marketing: Reaching the Inbox

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Your customers have given you their email address so that they can receive information from you about your product or service. You want the email to go through. They want to read it. So what’s the problem?

Spam filters.

The vast number of unwanted and unsolicited emails that get sent on a daily basis have resulted in all of the large email providers developing increasingly sophisticated filters to prevent these emails from getting to you.

The Issue

The issue is that spam filters can catch emails your customers want to receive. Some are caught because they contain a suspicious attachment, a link that seems fishy or words that are commonly found in emails advertising Viagra, penny stocks or something more salacious.

Whether you’re sending a single email from one person to another or copying a number of recipients on it, the email has to pass through a number of filters before it gets from one place to another.

When you’re sending an email to one person, you’re using a system meant to send personal email, like Outlook, Gmail or another web-based program. So when you need to send an email to a large database (even an opt-in email list), your first thought may be to use this same system, but there are risks.

Your internet provider has mechanisms in place to prevent you from sending a large number of emails at one time. This protects them from clients using their system to send spam, but it also prevents you from sending mass emails to people who may want them (as you might if you’re running a drip marketing program).

The system doesn’t differentiate between an opt-in email list and one that’s been purchased. Sending a large number of emails from your desktop can result in your email address being blocked from hitting in-boxes and get your URL flagged and possibly blocked.

The Solution

The best solution is to use a system that’s designed to send bulk email.

There are a number of different companies that offer this service, including Constant Contact, MailChimp, iContact and AWeber.

What they offer that Outlook does not:

  • Relationships with Major ISPs. These companies have policies regarding the email addresses people are allowed to send to. Clients cannot use lists that have been purchased. The ISPs recognize this and therefore allow emails coming from one of their servers through.
  • An HTML-based email looks more professional. It can match your branding so that people immediately recognize who it’s from.
  • You can track the email effectiveness through reports. With each email you can find out how many people opened it, who opened it and what links they clicked on. Invaluable information to help you revise future campaigns to make them more effective.

Personal email programs work well for personal emails, but when you’re sending email out in bulk, trust the professionals.

MB Digital Communications

MB Digital Communications has been helping businesses stay in contact with their customers using email and social media since 2008. The clients include a wide range of service professionals including financial planners, insurance brokers, real estate agents and mortgage brokers as well as restaurants, an iPhone app developer, a family lawyer and a millner.

Mark Brodsky speaks to groups of all sizes about email marketing and is a regular contributor to Real Estate Magazine.

You can visit his website at or email him

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