Dear Mail Server, Please Deliver Me

Dear Mail Server,
Please Deliver me

As a receiver of too many emails, mostly unsolicited, you or your organization may employ any number of filters, spam blockers, opt-out boxes and quick delete methods to avoid them.  So how do you get to potentially interested people with your message via email?  After all, email marketing can be a terrific return on investment, if only we can get through to our prospects.  Here’s a few ways to get delivered to the inbox.

There are few important keys to successful email marketing and unless you have a robust and highly talented IT department, you may want to use one of the available platforms designed just for email marketing.  MailChimp, iContact, and our favorite, Constant Contact are the three largest providers for email marketing services.  There are also software programs designed for email marketing among them is one from a most reputable company, Hubspot.  Each are cost effective and may be customized to varying degrees.  Fees go up as you add more photos and options to your newsletters.  However, they help to eliminate many problems with email marketing, including:

1)         Sending to multiple recipients from your mail server often flags your emails as SPAM and we know where that goes!  If you use the “To” line for addresses, everyone know who you sent to, as well.

2)         Don’t load up your emails with photos.  They should just compliment the content you are delivering, not overpower it.  Photos also signal a possible SPAM message and may not get through a filter or firewall.

3)         Not only is it the law, but be certain to have an unsubscribe option.  It doesn’t have to be big, just there.  Be cautious about how you build your list — organically is best.

4)         Have a “text only” option for delivery.

5)         Do not include attachments.  People often view them as potential viruses.

These problems are solved with a reputable email marketing service (EMS).  Additionally, your emails are constantly monitored and the EMS is diligent about protecting their own reputations so nothing they send out is blacklisted by Internet Service Providers.  If they spot a delivery problem, it is addressed quickly so their service is then on a “white list,” or approved sender.  You can test your emails for spam blocking at:  Once it is sent, study the reports that are available.  Deal with complaints. Most of these services provide outstanding reporting for tracking.  If your organization has signed up with ISP’s Feedback Loops (FPLs), you’ll know when your prospects and clients complain about your emails.  There are of course, services for that, too.


Research in this article is courtesy of Kyle James who posted his research on Hubspot and Dr. Ralph F. Wilson, Editor of Web Marketing Today.