Creating Relevant Marketing Messages 9

Email Marketing 102 continued

your email marketing message is only as good as your open rates: that is, how many people actually ever get to read it. You need to look at your subject line, and track your opens and click throughs.

Your email also has to be deliverable. Many marketing messages end up in the spam or bulk mail folder due to lack of thought, or ignorance of the latest rules on spam.

The good news is that Spam Assassin is built into the Aweber email interface that we recommend, to make sure your emails are not unacceptable for any number of reasons. The reasons are listed in the interface as well whenever you click on your email spam score.

It is also color coded for ease of use, in the same way as a traffic light, green for go, yellow for caution, red, stop and think about what it is telling you to look at.

The Spam Assassin scores are not always perfect, but you can usually get good feedback and it can often spot HTML errors that you might not have detected yourself.

You will get the best results if you customize each step in the process, and best of all, the service has excellent tracking of email open rates and click through rates.

There is also a split testing tool that will help you hone your sales messages to make sure you are getting the best conversions possible.

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Author: jm

Joan Mullally has been doing business online for more than 20 years and is a pioneer in the fields of online publishing, marketing, and ecommerce. She is the author of more than 200 guides and courses designed to help beginner and intermediate marketers make the most of the opportunities the Internet offers for running a successful business. A student and later teacher trainee of Frank McCourt’s, she has always appreciated the power of the word, and has used her knowledge for successful SEO and PPC campaigns, and powerful marketing copy. One computer science class at NYU was enough to spark her fascination with all things digital. In her spare time, she works with adult literacy, animal fostering and rescue, and teaching computer skills to women.