Advantages of Professional E-mail
- E-mail is the first impression of your organization so it must be best. The client can’t remember the sender’s name but he remembers the company name after “@” & which instills a good faith in the hearts of people about the authenticity of sender.
- If you are sending the e-mail from a generic mail address (Yahoo / Gmail etc.) then the chances are high that your mail might go to SPAM / JUNK folder. So, having a professional e-mail prevents you from SPAM filters. Ref: https://www.netregistry.com.au/blog/five-benefits-professional-email-address/
- Managing all the pre-requisites as per the CAN-SPAM Act for sending the offer letters & newsletters is bit technical in generic mails.
- Some companies e-mail server has a policy of putting generic e-mails addresses directly into junk folder so you might never get a chance of introducing yourself.
- It builds trust and credibility.
- It shows how serious you are regarding your business.
Best Policies while Purchasing the Professional E-mail
- The e-mail service that is bought while purchasing the domain is good enough for basic e-mail communication but for scaling up the e-mail marketing activities it must be connected with other clients such as Google Gsuite, ZOHO, Microsoft etc.
- The best practice is using separate domain & IP for sending offer letters, newsletters. So that if someone marks the email spam, it does not affects the parent domain SEO & online reputation.
- The best bet if you are using your own domain hosting email services is using a dedicated IP & dedicated hosting instead of a shared IP & shared hosting as in shared hosting multiple domains urls use the same domain address which affects the overall domain address reputation. Or, worst, your web hosting provider might flag & block your account for sending too many emails in a short period of time.
Best Practices for protecting yourself from SPAM filters while sending Offer letters
- Gmail has the highest number 1.5 Billion users on its platform (Ref: https://www.statista.com/statistics/432390/active-gmail-users/ ) so there might be a good chance that your prospective client e-mail might be on Gmail server or a generic Gmail address so If you are fighting against Google then Google is your best bet which means, after purchasing the domain, its best to connect the e-mail service with Paid Google GSuite E-mail Server so that at least Google understands that this email is genuine as you had already connected your e-mail server to the Google Gmail Server and intimated Google about your authenticity.
- If you will use your own domain mail service & will not let Google know about your authenticity by connecting it to Google Gsuite Gmail server then there are pretty good chances that your email might be blacklisted after couple of SPAM reports by the recipients & might never reach the client’s inboxes.
- Its not that other paid e-mail services like Microsoft, Zoho are not good, it’s just that connecting your e-mail server with Google might give you extra layer of trust in eyes of Google.
- You should also send multiple types of offer letters and compare the open rate results.
Best Practices for protecting yourself from SPAM filters for Sending Newsletters
- As Google Gmail Gsuite officially does not provide any e-mail service for sending newsletters to the e-mail list so you can use other mail clients like ZOHO, Mailchimp, Constant Contact etc.
- If you are using your own domain e-mail server for sending bulk newsletters (>300) at a time then there is a good chance that these emails might already be blocked by your hosting server due to mass emailing blockage policy.
- Also if you are using your own domain hosting email service then your have to follow all the rules of CAN-SPAM Act and have to do a bit of technical work for making it eligible for passing the Organizational SPAM filters. For example, you have to add Unsubscribe button at the end of email.
Pre-requisites before sending the email
- Authenticate your email with Sender Policy Framework (SPF), Domain Keys Identified Mail (DKIM), and Domain-Based Message Authentication Reporting and Conformance (DMARC).
- Use a proper name. Example: email@example.com . Using firstname.lastname@example.org is not a good idea.
- Choose a good email sending company. Example: Mailchimp, Zoho etc.
- You can also get certified by third party certifications like https://returnpath.com/ . This will increase your reputation amongst SPAM filters and they will allow you more often.
- You can also check if you or your domain is blacklisted by the SPAM filters with the help of tools like Multirbl.Valli or MxToolbox.
- Its also best if you get your email quality tested by the tool like Mail Tester which mimics the organizational SPAM filters and can get you the idea of your email design quality.
Best Practices while composing e-mail for sending Offer Letters
- Don’t use ALL CAPS FONTS in mail body or in subject line. It is highly frowned upon by spam filters.
- Don’t use multiple exclamation points.
- Don’t use spam trigger words in subject lines & body. They may be ‘free’, ‘best price’, ‘cash’, ‘no obligation’ as they have been blacklisted owing to their association with the spam mails worldwide.
- Avoid Rich media Content as most of the email clients and organizations have strict policy of sending mails with videos, flash files directly to the JUNK / SPAM folder.
- Avoid enclosing pdf, word docs or other documents to the mail as some email clients don’t allow attachments entirely or does not allow mails above 250Kb or certain limit to reach it to the recipients. Instead, use Google Drive links or HTML links. But using too much of urls is also prohibited in most of the mail clients.
- Avoid embedding forms in the mails.
- Don’t use multiple type of fonts, font sizes & font colors for composing mail body.
- Don’t use too many images in the mail body as most of the email clients don’t display the images from unknown sender & it also makes the mail heavy.
- Use grammar correction tools like Grammarly for correcting spelling and grammar.
Best Practices while composing e-mail for sending Newsletters
- Along with all the rules which are applicable to mail composing in previous section few more are added in the newsletter campaigns.
- Always try to keep your email list as relevant as possible by removing the hard bounces, non-active mails. It gets you a good reputation on the platform.
- Ask for the subscription twice. The double opt-in helps you keep your list neat and clean, and gets your domain a good online reputation.
- Respect the unsubscribers and don’t mail them again.
- Make sure that your emails are responsive with responsive image display.
- If possible, offer both plain text and HTML in the mail. It will add to your authenticity.
- Make the un-subscription process as easy as possible without hiding the button or by making it lengthy.
- Send valuable & relevant content.
- Monitor your newsletters e-mail campaigns.