When it comes to helping others with email deliverability challenges, I like to take an approach similar to that taken in economics. The study of economics is often broken down into micro and macro viewpoints. Email should be no different. In macroeconomics, economists study the behaviors of the entire economy, growth rates, etc… In microeconomics, you look at how individual decisions have impacted particular businesses. Let’s take a look at how you can apply this approach to email.
- Is this company selling a product they directly manufacture or are they an agent facilitating the promotion of a product?
- How did the end recipient get on the list to receive this email? Did they opt-in directly? Did they opt-in through a third party? Did a friend request that this message was sent to them?
- What are the general growth rates of new recipients? What is the rate of unsubscribes? Opens? Clicks? Complaints?
- Is the unsubscribe link visible and easy to use?
- Is the brand well represented in the from address, graphics, subject line, etc… ?
- Is the reason for receiving this message adequate for the macro level understanding of these recipients? (ie; if sent from a friend, is the friend’s name / email address apparent and well understood?)