If they don ’ t respond to something like this , remove them from your e-mail broadcasts ( even if they didn ’ t opt out ) because having a lot of unresponsive e-mails will hurt your overall sender score , suppressing the deliverability of e-mail to everyone on the list .
This is a hard pill to swallow , because getting someone to opt in is so difficult . The hope is that they actually are opening and reading your e-mails , but the spam filters and cybersecurity tools are blocking the signal back to your CRM indicating that the person opened ( and read ) your e-mail even if they didn ’ t click . While that might be the case , the simple reality is that your ESP will “ see ” that as unresponsive , and over time , it will hurt your sender score .
Please don ’ t shoot the messenger ( me ). I ’ m confident you can find some “ guru ” out there who will have a sneaky way of sending out 100,000 spam e-mails from a domain that is not your primary one . You might even get a few leads and appointments .
But it ’ s my personal and professional responsibility to make sure you know the gold standard of e-mail marketing and the risks associated if you back off of that standard in any way . It ’ s up to you to choose your adventure . From a purely personal philosophy , I don ’ t want to spam people who truly don ’ t want to get my e-mails . I want to focus on providing so much value in the content we create that people want to hear from me and look forward to my e-mails .
This is a very difficult line to walk because some people feel multiple e-mails a week is perfectly OK ( if they find the content relevant ) and some feel once a month is too much . You can ’ t make everyone happy . But what you should be striving for is to send e-mails that engage people and keep them wanting more . Do that and you ’ ll have a hyper-responsive list that consistently feeds you .
Robin Robins is the IT industry ’ s most in-demand marketing consultant , sales trainer , and direct response marketing consultant who specializes in developing strategic marketing , sales and lead generation systems for MSPs , VARs and IT services companies .
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Robin Robins is the CEO and Founder of TMT . TMT is the parent company of MSP Success .