When your subscribers cut back on spending, you might be tempted to compensate for lost revenue by stepping up your email campaigns. But be forewarned: It’s a potentially hazardous strategy. “Instead of being financially rewarded for emailing more,” says Barton Schaefer, PhD in an article at MarketingProfs, “you may be punished by a slackened or even negative response, and find that your revenue plummets while your email languishes in spam filters.”
He offers this advice for ensuring optimal deliverability:
Consider email marketing as a privilege, not a right. Make yourself a welcome guest in a subscriber’s inbox by sending relevant, timely offers based on their preferences and needs—not the product or service you’re trying to move off your shelf.
Plan ahead with time-sensitive messages. “You should expect rate limiting and network factors to prevent high-speed delivery on occasion,” notes Schaefer. “If you must mail … last-minute, remember that some customers won’t see your email until it’s too late.”
Cultivate a relationship with your ESP. Your service provider can be your partner in maintaining best practices and avoiding trouble before it begins. Start to ask more questions.
Don’t let an uncertain economy scare you into strategies that won’t do you any favors. Says Schaefer, “Practices that sound good around your company’s conference table may lower your email deliverability, which will only undermine your company in the long run.”