Email Marketing

How Email Phishing and SPAM affects Deliverability

Consumers Ignore the Worm to Avoid the Hook

In recent months, the Grand Strand has fallen victim to some vigorous email scams, the most notably being the targeted attack on one of the area's most prominent financial institutions. And every one of us as consumers – on the Grand Strand or otherwise – have received unwanted cryptic emails from unknown senders requesting the purchase of some widget, pill, or foreign stock.

Due in large part to the activities of such scammers and spammers, consumers are generally wary of what hits their inbox, which adds an extra deliverability burden to legitimate marketing efforts. Add in the fact that our nation's email providers (such as Gmail, Earthlink, AOL, Hotmail, Roadrunner, and others) spend millions on combating less then trustworthy emails, and you've got a pretty serious deliverability problem.

All of these factors lead us to the question – does email marketing stand a chance in producing a solid return on your marketing dollars? The answer is…yes it does. Of course, there are some hurdles that have to be navigated, but as long as you follow the rules (dictated by email providers, international SPAM laws, and the design requirements of popular email software, such as Outlook), your message will be delivered.

However, as it is with most things dealing with Internet-based technology, the rules always change. That's why it is vital for businesses to use a knowledgeable and reputable email marketing company. A truly reputable email marketing company will have established positive relationships with email providers who will have them white listed, which means the sender has been flagged as a safe sender. And, on the flip side, they will have built, purchased, or rented email lists that are qualified and have come from consumers who have agreed to receive such email messages. Both are important factors when it comes to deliverability.

And, a knowledgeable interactive marketing company will put your email campaigns through rigorous testing. There are interactive tools that you can use that will analyze the design and copy of an email and give you a percentage of likelihood on whether a message will be flagged as SPAM.

Rules. Regulations. SPAM. Deliverability. Is email marketing even worth the trouble? Absolutely. Email marketing is still one of the most cost-effective marketing tools marketers have available. And as other media outlets, such as newspapers, magazines, and radio, see a downward slide in usage and consumer response, email effectiveness is proven to increase ever year. It's the one tool where businesses can spend pennies on the dollar, reach their target audience, and see a positive response that translates into profits.

For more information about Email Marketing and the Myrtle Beach Market, please visit DSL Marketing, a Myrtle Beach marketing company.