Improving Your Email Deliverability - Build Your Own Opt-in Database
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Not every website owner or SEO analyst will agree with this. “It takes too much time,” and they argue velocity is essential in any business. Even so, overnight success is impossible. If you truly want to establish long term relationships with your subscribers, you must pay the price, and that price is time.
A model that I enjoy studying is http://www.about.com/. This site offers thousands of newsletters and successfully builds relationships; many users subscribe to 3-8 separate newsletters. And this was accomplished without having to send unsolicited ezines to subscribers; the subscriber gets in his or her mailbox the exact topic s/he subscribed to, but there is a kicker that continuously gives the user the option of painlessly adding more ezines. About does this by sharing resources; articles from related blogs are placed in the ezine, the user clicks a link that displays the related blog, and there discovers that s/he can subscribe to this particular ezine.
So the website avoids having other divisions dump unwanted email in the user’s box, makes the user feel like a net head for discovering resources which were underfoot, and increases advertising revenue incrementally, while increasing the bonding between themselves and the user.
Delivery essentials
Delivering ezines/email consists of two things: getting past the spam blockers, and getting the user to do what you want, needless to say. Your desired outcome includes opening the email, reading the email and getting on your site to read your content or get to your order page.
Next: Getting Past the Email Provider >>
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