If you publish your ezine through one of the emailing list
services then you will also be provided with tracking stats
for each issue. Are you happy with the open rate, or does
it seem exceptionally low for each issue? Not only is it
important that you publish your newsletter regularly, but
equally important is that your subscribers receive it.
Is your list a double opt-in list?
Do you send both a Text and HTML version of your newsletter?
If you have answered NO to one or both of these questions
you could be sabotaging your own newsletter efforts!
Why do I need a double opt-in list?
Double opt-in is the process whereby when someone signs up
to receive your newsletter via your website they receive an
email from your email list provider, which asks them to
confirm their subscription by clicking on a link in the
email. Once they have clicked on this link they are then
confirmed as a subscriber to your list.
This process is known as double opt-in as:
:: they opt-in once via your newsletter sign up form on
your website; and
:: they opt-in again by clicking the link on the email
that they receive from your email list provider.
It is very important that you have this process in place as
it avoids a subscriber being signed up to your newsletter
by a third party, and therefore reduces the number of spam
reports that you are likely to get. Your subscriber has
had to confirm for a second time that they want to be on
your mailing list.
The downside to this is that your subscriber may not
confirm their subscription, in which case you would lose
the subscriber. But if they really do want to receive
information from you they will be on the lookout for your
confirmation email. And isn't it better to have 100
subscribers who really do want to receive your information
rather than 1,000 subscribers who aren't that interested?
Just recently I had a conversation with support at my email
list provider and asked them about their double opt-in
process. They told me that those lists that are set up as
double opt-in lists are sent via a secure server that has
been approved by the ISPs thereby resulting in a higher
deliverability of your ezine. Lists that are not set as
double opt-in get sent out on a different server and could
result in your ezine being blocked by the ISP.
So even if your subscriber has you on their white list (or
friends list) if your list is not a double opt-in list they
may not even receive your ezine as it could be blocked by
their ISP.
Check with your emailing list service as to their policies
on double opt-in.
Why do I need to send both Text and HTML versions of my
newsletter?
Again sending both versions of your newsletter ensures that
it will get through to your subscriber. Some subscribers
have their email programs set up to only receive text
emails, and if you only offer a HTML version of your ezine
they are not going to be able to read it.
Also, if you've sent your broadcast in both versions
there's a good chance it won't be viewed as spam/junk email
as spammers don't usually send emails in both formats.
Conclusion:
To fix low newsletter deliverability there are two things
you can do right away:
1. Ensure your list is set to double opt-in.
2. Send out both Text and HTML versions of your ezine.
----------------------------------------------------
Online Business Manager & Virtual Assistant, Tracey Lawton,
teaches professional speakers, coaches, and authors how to
operate an efficient, organized, and profitable business.
Learn how to create an efficient and organized office in 7
EASY steps, and receive free how-to articles at
http://www.OfficeOrganizationSuccess.com
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