a-geek’s-guide-to-managing-your-email-list-in-2020

As we come to the close of a decade of unprecedented, rapid technological innovation for modern businesses — and everyday life — email continues to thrive as an essential method of communication.

We wanted to know what email marketers are really thinking about as we step into the next decade, so I put out a call to #EmailGeeks on Twitter.

You can check out the full thread [and add your two cents] here.

Here’s their advice to today’s email marketers.

Protect the integrity of your lists. Without security protocols in place to validate email addresses submitted through web forms. Ensure that you only have real people signing up for your emails by implementing security tactics like CAPTCHA codes to protect your list from being overrun by bots.

Verification emails requiring users to click a link within the email are another effective — and engaging — method to ensure real subscribers are being added to your lists.

These steps are also necessary to protect the integrity of your email lists, your deliverability reputation among ISPs, and to help manage costs with email service providers (ESPs) that charge brands per contact; an unexpected influx of bots could quickly drive up costs and could require pricey remediation.

Don’t overlook the importance of nurturing subscribers. As “The Email Marketing Heroes” point out, trying to move subscribers through your funnel too quickly before they are ready could end up an above-average unsubscribe rate.

Email marketers should remain cautious to not overwhelm new subscribers with onboarding campaigns. A 2019 survey from GetResponse that analyzed global email users indicates that high send frequency results in low engagement — but could be offset by optimized subject lines. Make engagement a KPI for these types of emails.

Brand email communications should be a two-way street. Many brands still use ‘donotreply’ email addresses when sending emails through an email service provider. Why wouldn’t you want to hear direct feedback from your subscribers?

Using ‘donotreply’ as your brand’s “Sent From” address can bring on negative repercussions that are difficult to remedy. Inbox providers and Internet Service Providers (ISPs) are perpetually updating their algorithms to identify common and emerging email spam tactics used by bad actors.

The clearer your brand is in identifying themselves to their subscribers, the more likely consumers are to recognize — additionally beneficial for deliverability elements. Request that the IT department creates branded aliases for customers to reply, and incorporate regular monitoring of alias inboxes into your email KPIs.

Additionally, the upcoming BIMI initiative — set to start rolling out next year — will drive changes to how brands name their aliases and should be taken into consideration during conversations around branding in the inbox.

If you love [your subscribers], let them go. It might seem counter-intuitive, but providing subscribers with a clear and simple opt-out process will result in long-term success in terms of deliverability.

“Email newsletters and marketing campaigns are considered to be a low-cost, effective way to reach your audience, making it a no-brainer for many brands,” wrote Marketing Land’s George Nguyen. “However, as inboxes fill up, email fatigue can set in and members of your audience may wish to unsubscribe.

No email marketer wants to see their email list decrease, but complicating the unsubscribe process for users will have dire consequences for your brand’s reputation among inbox providers. Establish a straightforward unsubscribe process with as few steps as possible to maintain a healthy relationship with subscribers — and their inboxes.

More about the Managed Inbox



About The Author

Jennifer Videtta Cannon serves as Third Door Media’s Senior Editor, covering topics from email marketing and analytics to CRM and project management. With over a decade of organizational digital marketing experience, she has overseen digital marketing operations for NHL franchises and held roles at tech companies including Salesforce, advising enterprise marketers on maximizing their martech capabilities. Jennifer formerly organized the Inbound Marketing Summit and holds a certificate in Digital Marketing Analytics from MIT Sloan School of Management.



63 comments

  1. Thanks for ones marvelous posting! I definitely enjoyed reading it,
    you happen to be a great author. I will always bookmark your blog and will often come back very soon. I want to encourage you to
    ultimately continue your great job, have a nice evening! asmr
    0mniartist

  2. Useful information. Fortunate me I discovered
    your web site by accident, and I am surprised why this coincidence did not came about in advance!
    I bookmarked it. asmr 0mniartist

  3. Hey there, You’ve done a great job. I will certainly digg it
    and personally suggest to my friends. I am sure they’ll be benefited from
    this site.

  4. My spouse and I stumbled over here coming from a different web page
    and thought I should check things out. I like
    what I see so now i am following you. Look forward to going over your web page again.

  5. I know this if off topic but I’m looking into starting
    my own weblog and was curious what all is required to get
    set up? I’m assuming having a blog like yours would
    cost a pretty penny? I’m not very web savvy so I’m not 100% sure.
    Any tips or advice would be greatly appreciated. Thank you

  6. Appreciating the dedication you put into your website and detailed information you
    offer. It’s great to come across a blog every once in a while that isn’t the same
    out of date rehashed information. Excellent read! I’ve saved your site and I’m adding your RSS
    feeds to my Google account.

  7. Great blog! Is your theme custom made or did you download it from somewhere?

    A design like yours with a few simple tweeks would really make my blog shine.
    Please let me know where you got your design. Thanks

  8. We’re a gaggle of volunteers and starting a brand new scheme in our community.
    Your website provided us with valuable information to
    work on. You’ve done a formidable job and our whole neighborhood can be thankful to you.

  9. scoliosis
    Good answer back in return of this matter with firm arguments and describing all
    about that. scoliosis

  10. scoliosis
    My developer is trying to persuade me to move to .net from PHP.
    I have always disliked the idea because of the costs. But
    he’s tryiong none the less. I’ve been using Movable-type on several websites for about a year and am anxious about switching to another
    platform. I have heard fantastic things about blogengine.net.
    Is there a way I can transfer all my wordpress content into it?

    Any help would be greatly appreciated! scoliosis

  11. scoliosis
    Hey! Do you know if they make any plugins to assist with Search Engine Optimization?
    I’m trying to get my blog to rank for some targeted keywords but I’m not seeing very good results.
    If you know of any please share. Appreciate it!
    scoliosis

  12. We’re a group of volunteers and starting a new
    scheme in our community. Your site provided us with valuable
    information to work on. You’ve done an impressive activity and our whole group
    will probably be thankful to you.

  13. Thanks for your marvelous posting! I really enjoyed reading it, you will be a great author.I
    will remember to bookmark your blog and definitely will come back down the road.
    I want to encourage one to continue your great writing, have a nice
    holiday weekend!

  14. A person necessarily help to make severely articles I would state.

    This is the first time I frequented your web page and thus far?
    I surprised with the research you made to create this actual
    post incredible. Excellent activity!

  15. You are so interesting! I don’t think I’ve truly read through
    a single thing like that before. So nice to find somebody with original thoughts on this subject.
    Really.. thank you for starting this up. This site is one thing that is required on the internet, someone with
    some originality!

  16. Good post. I learn something totally new and challenging on websites
    I stumbleupon every day. It will always be interesting to read through articles from other authors and practice something from other websites.

  17. Hey there! Do you know if they make any plugins to help
    with SEO? I’m trying to get my blog to rank for some targeted keywords
    but I’m not seeing very good results. If you know of any please share.
    Many thanks!

  18. This is the perfect website for anybody who hopes
    to understand this topic. You understand so much its almost hard to argue with you (not that I really
    would want to…HaHa). You definitely put a new spin on a topic which has been written about for
    decades. Wonderful stuff, just great!

  19. Hey I know this is off topic but I was wondering if you knew of
    any widgets I could add to my blog that automatically tweet my newest twitter
    updates. I’ve been looking for a plug-in like this for quite some time and was hoping maybe you would have some experience with something like
    this. Please let me know if you run into anything.
    I truly enjoy reading your blog and I look forward to your new updates.

  20. Hello, Neat post. There is a problem together with your site
    in web explorer, would check this? IE still is the marketplace chief and a good element of people will pass over your
    excellent writing due to this problem.

  21. My partner and I stumbled over here by a different web page and thought I might check things out.
    I like what I see so i am just following you. Look forward to looking
    over your web page repeatedly.

  22. After I initially left a comment I seem to have clicked
    on the -Notify me when new comments are added- checkbox and from now on whenever a comment is added I receive 4 emails
    with the exact same comment. Perhaps there is a way you are able
    to remove me from that service? Kudos!

  23. Very nice post. I just stumbled upon your weblog and wished to say that
    I have really enjoyed surfing around your blog posts. After all I’ll be subscribing to your rss feed and I hope you write again soon!

  24. Fantastic beat ! I would like to apprentice while you amend your web site,
    how can i subscribe for a blog web site? The account aided me a
    acceptable deal. I had been tiny bit acquainted of this your broadcast provided bright clear idea

  25. Right now it seems like WordPress is the preferred blogging platform available right
    now. (from what I’ve read) Is that what you’re using on your blog?

  26. Greate article. Keep writing such kind of
    information on your blog. Im really impressed by your
    blog.
    Hey there, You have performed an incredible job. I’ll
    definitely digg it and in my view suggest to my friends.

    I’m confident they will be benefited from this website.

  27. I loved as much as you’ll receive carried out right
    here. The sketch is tasteful, your authored subject matter stylish.
    nonetheless, you command get got an edginess over that you wish be delivering the following.
    unwell unquestionably come further formerly again since exactly the same nearly a lot
    often inside case you shield this increase.

  28. hello there and thank you for your info – I have certainly picked up anything new from
    right here. I did however expertise several technical issues using this website, as I
    experienced to reload the web site many times previous to I could get it to load
    correctly. I had been wondering if your hosting is OK?

    Not that I am complaining, but sluggish loading instances
    times will very frequently affect your placement
    in google and could damage your high quality score if advertising and marketing with Adwords.

    Anyway I am adding this RSS to my e-mail and can look out for
    much more of your respective fascinating content. Ensure that you update this again soon.

  29. Howdy! Do you know if they make any plugins
    to help with SEO? I’m trying to get my blog to rank for some targeted keywords but I’m
    not seeing very good success. If you know of any please share.
    Kudos!

  30. Thanks a bunch for sharing this with all of us you actually recognize what
    you are speaking about! Bookmarked. Kindly additionally consult with my web
    site =). We can have a link change arrangement between us

  31. Oh my goodness! Amazing article dude! Thanks, However I am having troubles with your RSS.

    I don’t understand the reason why I am unable to subscribe to
    it. Is there anyone else having similar RSS problems?
    Anybody who knows the solution can you kindly respond?
    Thanx!!

  32. Thank you for another informative blog. Where else could I am getting that
    type of information written in such an ideal means? I have
    a venture that I am simply now operating on, and I’ve been at the
    look out for such information.

  33. Hi there just wanted to give you a quick heads up.
    The words in your content seem to be running off the screen in Opera.

    I’m not sure if this is a formatting issue or something to do
    with internet browser compatibility but I figured I’d post to let you know.
    The design look great though! Hope you get the issue fixed soon. Cheers

  34. I’m amazed, I must say. Rarely do I come across a blog that’s equally educative and amusing, and without a doubt, you have hit the nail on the head.
    The issue is something not enough men and women are speaking intelligently about.

    I am very happy I came across this in my hunt for something concerning this.

  35. My partner and I stumbled over here coming from a different page and
    thought I should check things out. I like what I see so now i am following you.
    Look forward to going over your web page again.

  36. Wonderful blog! Do you have any recommendations for aspiring writers?
    I’m planning to start my own site soon but I’m a little lost on everything.
    Would you advise starting with a free platform like WordPress or go for a paid option? There are
    so many options out there that I’m completely overwhelmed ..
    Any tips? Thanks! scoliosis surgery https://coub.com/stories/962966-scoliosis-surgery scoliosis surgery

  37. Awesome website you have here but I was curious if you
    knew of any forums that cover the same topics talked about in this article?
    I’d really love to be a part of community where I can get feed-back
    from other knowledgeable individuals that share the same
    interest. If you have any recommendations, please let me know.
    Thanks a lot! scoliosis surgery https://0401mm.tumblr.com/ scoliosis surgery

  38. First off I would like to say excellent blog!
    I had a quick question which I’d like to ask if you don’t mind.
    I was interested to know how you center yourself
    and clear your head before writing. I have had a hard time clearing
    my mind in getting my thoughts out there.
    I truly do take pleasure in writing but it just seems like the
    first 10 to 15 minutes are lost simply just trying to figure out how to begin. Any recommendations or tips?

    Cheers! quest bars https://www.iherb.com/search?kw=quest%20bars quest
    bars

Leave a Reply

Your email address will not be published.