Two Strategies of E-mail Marketing – By Matt Stowe

by Sara Szado on November 14, 2015

E-mail marketing is synonymous with change. Every time I turn around, I’m constantly evolving in order to effectively e-mail market.

ISPs (Internet Service Providers) are continually changing their rules for allowing e-mail to be successfully delivered.

There are two different strategies to e-mail marketing that I use. The first is ESP (e-mail service provider) e-mail marketing. This type is used by anyone who generates high quality e-mail data through their own website properties or similar sources.

ESPs allow you to market through their reputable platform allowing you to reach the inbox with your message. Sometimes though, depending on the content, even an ESP won’t be able to deliver your content if it seems too much like spam by major e-mail providers, such as Yahoo, AOL, or Gmail.

Each of these providers analyze your message for a number of factors, including user experience, IP (internet protocol) reputation, domain reputation, and content of the message.

From my experience, the best way to reach an inbox is to keep a personal and beneficial relationship with your e-mail list. Most ESPs have features that allow you to include the first name of each of your email addresses when sending messages to them. This gives it a personal touch.

You can also give away e-books or other free items, in order provide more value to subscribers. At the same time, you can balance it with advertisements that can be presented in a way to let the user know you’re trying to help them with a potential need.

For example, you may have a lead generation campaign for an auto insurance advertiser. You can simply let them know that discounted rates are available for auto insurance in their area, and you’d like to see them benefit from it, while being able to monetize your e-mail list.

The other strategy is called bulk e-mail marketing. This form of e-mail marketing holds the purpose of strictly sending advertisements with the goal of delivering into the spam box. This is a numbers game. The more e-mail you deliver, the more clicks you’ll receive on your advertisements or products and services.

This method tends to work well, and is very popular with many affiliates. Bulk amounts of e-mail data are easier to come by than high quality data; however, you have to e-mail from your own platform with your own IPs, domains, and e-mail data.

This can cause headaches. For example, email providers will block domains and IPs of e-mailers they view as sending spam. There can be some tests and trials with this method before finding a strategy that’s profitable.

Regardless of the method you choose, it will take time to master. Countless split testing and adjustments will need to be made. But, if you put the time and effort in, you can be successful with e-mail marketing.

Matt Stowe is the CEO and co-founder of LeadVision Media, LLC and RevenueAds.

This article appeared in issue 31 of FeedFront Magazine, which was published in August 2015.

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