With the advances in email solution software, there is no excuse for any brand – old, trusted, worldwide, locale, established, re-trenching, building or otherwise – to ignore the hard work that has often taken years to achieve.
Seems sensible, but the litany of example after example of companies putting their brands at risk and downgrading their brand’s impact continues to this day. It has been – and continues to be – too easy for legacy email systems to enable cavalier attitudes towards the email space.
Email is now an embedded communication channel millions of people prefer and as a result, consumers more than ever expect companies to behave responsibly – and expect those brands they have invited into their lives over time to transfer that aura of respect, trust and dependability to email communications.
Email has been viewed as the “cheap” channel – so shooting poor data through the network has not been taken seriously due to the relatively low cost of sending campaigns out the door. As email has evolved over several years, and as ISPs more actively manage traffic across their server networks, the idea of “throwing spaghetti against the wall” is no longer responsible or acceptable.
Compromising the reputation of your IP addresses compromises your brand. It is time consuming, costly and unintelligent – particularly in light of the fact the latest advances in email software enable the user to actively manage all aspects of the email channel and see precisely how their brands are being represented to ISPs and markets at large.
Data integrity is equal to Brand integrity. This is not a new concept. Smart, successful direct mailers using the postal channel have embraced this tenant for years – and prospered from it. Brand “strength” and “reach” were achieved in many cases through maintaining a keen eye on driving efficiency across all direct marketing channels.
Transfer of those historical tried and true direct marketing drivers into an easy to use, easy to manage and easy to test solution suite now allow smart email marketers to realise efficiencies in the channel that were just not possible or too costly to actualise in years past.
Advanced, transparent reputation monitors ensure your control of how your brand is being received. A/B Testing that requires no/low support ensures you take control of how your brand grows. Fail-safe routines allow you to take control of your brand’s perception in the marketplace by eliminating broken links, ensuring opt-in/opt-out compliance and catching oversights such as “no subject” and image rendering failures – before your campaign is sent.
Take control of your brand – just like you used to. Protect it. Enhance it. Extend it.
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