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Guest Author for Madrivo

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Apr 2018
When many email marketers think about lists to use for suppression purposes, it often starts and stops with users who have opted out of receiving future messages (i.e. your unsubscribe list). Clearly, if a user has opted out, you want to remove them from future mailings within the legally appropriate time period - 10 business days after receipt of the opt-out request, according to the CAN-SPAM Act in the U.S. While this is an absolutely vital step to complying with CAN-SPAM, it is far from the only list that marketers may want to suppress from various email campaigns. Advertisers with extensive experience in email marketing will often leverage multiple suppression lists as an aspect of their overall audience targeting strategies. In these instances suppression files become negative targets that should not be mailed. Why would a brand want to exclude a recipient from an email campaign, other than due to a prior opt-out request? Here are just a few suppression strategies that different companies employ to enhance the performance of their email programs - both those managed in-house and those undertaken by third-parties (such as affiliates) on their behalf. 1 - Suppressing Current Customers As consumers, we are all familiar with receiving marketing messaging touting special introductory offers, extreme discounts, or other deals especially for to new customers. Companies have used aggressive promotional offers as a way of attracting new customers since the invention of marketing. But, another aspect of the aggressive customer acquisition offer is that it is typically not available to current or past customers. Plenty of people have had the experience of seeing an ad for a cable TV package that is far less expensive than their current subscription. Then, when they call the company to request the lower rate, they are told it is only for new customers. What’s the end result here? A marketing campaign has created an unhappy current customer, who just might go shopping for an alternative from a competitor. Many companies take steps to ensure that customers are not exposed to offers for which they don’t qualify. While you can’t be certain a current customer won’t ever see an acquisition offer, you can ensure they don’t receive an email about it from you or anyone mailing on your behalf. This is done by adding your current subscriber list as a suppression file for your acquisition email campaigns. 2 - Suppressing Various Customer Segments Similar to suppressing all current customers, you may find that excluding only certain customer segments from acquisition email campaigns can be advantageous. Perhaps you have a range of products for sale on your website. Some are complementary and buying one product may make it likely a consumer will purchase another related product (the tried-and-true upsell/cross-sell model). In other cases, buying a particular product may actually make it unlikely or utterly improbable that a different product will be purchased by the same consumer. This second scenario presents a great opportunity for the use of suppression files for negative targeting. This is especially true if a company is using third-parties to mail on their behalf. In this case you can use a suppression list made up of customer addresses whose past purchasing behavior makes them highly unlikely to respond to a particular email campaign. 3 - Suppressing Recognized Recipients Consider an example of a campaign where you may want to focus only on net new prospects who have never been a customer and never received an email offer from you in the past (this would not necessarily mean they never received an email from a third-party mailing on your behalf). In this case, you could leverage suppression files of all current customers, past customers, and all prior internally driven acquisition campaign recipients, to focus the new mailing entirely on unrecognized or net new recipients. These are three simple ways to use suppression files to more effectively target audiences within email marketing campaigns. However, you are really only limited by the data at your disposal and your imagination on how to leverage it to drive performance. Tom Wozniak - Executive Director of Marketing - OPTIZMO Technologies, LLC
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Dec 2017
We all have heard at one time or another that it’s much more costly to obtain a new customer than it is to retain an existing one; on average, it costs about 6-7 times more. Regardless of what marketing medium you use, this rule of thumb continues to ring true. In a previous blog post we discussed how to prevent your customers from leaving your email list by leveraging a preference center. But this only addressed the backend of the equation. What about your treatment strategy for brand new customers? Beyond the Welcome Email When we talk about nurturing or retention strategies at PostUp, we are referring to strategies that extend beyond the welcome email. We are referring to the way you treat your customers and the types of emails you send to them after the first sale or interaction. Regardless of what industry you are in, or if you sell a product or service, you have a goal of “more”. What steps are you taking to encourage a second sale, continued use of your product or movement from a free trial to a paying customer? We invite you to read the following ideas – don’t skip straight to your industry examples – these ideas may spark new ideas of your own! Companies with free trials use nurturing messages to convert non-paying customers to paying ones. When you accept a free trial customer, your goal is to successfully convert them to a paying customer. You hope they will love your product or service enough to want to move past the free trial period and pay. However, you should not assume that once a customer accepts your free offer, they will immediately take next steps to effectively try or test your product and easily convert to a sale. Leverage email marketing to ensure you are communicating the best ways to get started with your product, cool features and benefits of your product, and how to achieve the best results or be most effective with your product. You may also want to include known roadblocks or challenges the customer may encounter and what steps to take to move past them. Gaming companies use nurturing messages to encourage continued play. The number one goal for gaming companies is to encourage players to continuously return to their games and to play and pay for additional benefits such as coins and accessories. There are numerous nurturing messages that can be leveraged to achieve this goal. One example is to send achievement and award notifications that acknowledge a player who has obtained a specific goal or level. These messages typically include information about opportunities and features in the next level.
  • Retain players AND obtain new ones by leveraging the fact that people often like to play games with people they know.
  • Send email communications to inform players on how to invite others to play your games with them.
  • Reward and acknowledge these invitations with tokens or points within your games.
Publishers use nurturing messages to drive more site visits. For online publishers, driving visits to your website is the number one goal for your email marketing program. In order to leverage email marketing to drive visits, you must first ensure the email content you are sending is relevant to the subscriber’s interests. One way to do so is through your preference center. After sending your welcome email, consider sending a second email that promotes your preference center and explains how readers can select the types of emails they wish to receive from you. Another way to drive increased site visits is to leverage a web analytics program to determine what types of content your reader is viewing and send a targeted email message that offers registration for that content. For instance, if you have a reader that is registered for your weekly finance newsletter, but you see he clicks on sports articles, consider sending him an email inviting him to register for your sports newsletter. This article was originally published on PostUp.
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Dec 2017
Whatever your reason for using multiple email service providers, we’re sure you’re looking for ways to manage your current situation not only efficiently but effectively. It can be stressful making sure that every component of your email marketing program is running smoothly, especially when you’re juggling more than one email service provider. There could be a number of reasons you’ve ended up here:
  1. You’ve amassed an assortment of niche email providers that you use for different purposes.
  2. You’ve  been bought and sold a few times meaning you have several ESPs for different branches or divisions.
  3. Your homegrown solution is no longer the best fit and now you’re ready to move to a more robust platform.
As a marketer you’re already utilizing this ROI rich channel, but how do you do it better? It’s important to be able to share and communicate your data between platforms. Job number one: you’re going to need to centralize your data. Syncing Providers Shouldn’t be a Headache Maintaining multiple ESPs is not completely unmanageable, but you will need to implement the right tools for the job. It’s time to implement a centralized hub that your data can live in. Creating an environment for all your data to peacefully coexist between ESPs has several benefits:
  1. List Hygiene. Removing all hard bounces will help your deliverability stay high. Removing any email addresses that brands share will cut down on the amount of sending that you’re doing (though hopefully not too much). It will also keep your customers feeling good about your campaign and not annoyed that they received multiples emails with the same message.
  2. Keeps your brand CAN-SPAM compliant. If a customer decides that they no longer want to receive emails from a company you’re working with and have unsubscribed, you’ll definitely want to be able to remove them from your co-marketing campaign sending list. While this is going a step beyond being compliant it’s important to always maintain a current database of customers who have unsubscribed from your email lists. A customer marking your email as SPAM will not only affect your deliverability it can affect your reputation.
  3. Protect your deliverability and ultimately your bottom line. Sending emails that never arrive because of defective addresses can negatively influence your sender reputation. That increases the likelihood that your emails don’t make it to the inbox. Emails that don’t get delivered mean emails that don’t get opened, don’t get clicked, and don’t generate revenue. The bottom line is undelivered emails affect your bottom line. You can never accurately calculate the amount of money you don’t make when emails don’t land where they should.
Investigate using a company that can assist you with list management. Scrubbing email addresses before you send is a vital part of an email program. Using or partnering with a company that can smartly and easily identify and remove invalid or unsubscribed email addresses from your lists will free up your time so that you can focus on the strategy of crafting a superb campaign not the logistics.

Take Away

Clean lists are important, but keeping them that way can get complicated when multiple ESPs are involved. Luckily there are tools available to keep your deliverability on track, your customers happy, and your money in your pocket. While not ideal, having multiple ESP’s does not mean you cannot protect yourself from losing money. This article was originally published on UnsubCenntral.
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Madrivo empowers advertisers to effectively grow brands online and enables publishers to optimize online media and to leverage customer acquisition channels.

In the constantly evolving and incredibly fast-paced digital era, Madrivo is an integrated online marketing agency that develops efficient marketing solutions, unifies customer acquisition strategies, and develops tactics to successfully move traditional operations to the Internet. The team at Madrivo guides companies, large and small, globally, to establish the most cost effective online presence.

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