The document discusses evaluating email marketing content and messaging. It recommends setting clear expectations for subscribers, testing content and timing, and regularly reviewing analytics to modify the email program. Subscriber engagement and complaint rates should be monitored to improve deliverability over time.

1. #3:EvaluateYour
Content&MessagingThe final piece of the puzzle comes down to content,
and handling the expectations of your subscribers.
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2. The final piece of the puzzle comes
down to content, and handling the ex-
pectations of your subscribers.
A. Set clear expectations
This includes letting them know
what to expect from you and when
to expect it. It also includes mak-
ing your privacy policy simple and
clear (and, of course, abiding by it).
Evaluate Your Content & Messaging
Evaluate Your Content & Messaging
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3. Evaluate Your Content & Messaging
One of the easiest things you can do is include a wel-
come email with “what to expect” and how to whitelist
you to ensure they don’t miss anything that they’re ex-
pecting. Also, be sure to let them know how to update
their preferences at any time. In fact, this is a good idea
to include in the footer of all of your messages.
B. Test Content and Timing
Email marketing is always changing. What used to
work a year ago may no longer be effective today. It’s
important to test the frequency of your email mes-
sages as well as the timing.
Also consider your messaging and stick with what you
promised in the beginning. If your business has ex-
panded, then INVITE subscribers to join additional lists
to receive the new types of emails.
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4. C. Review, Evaluate and Modify
Watchyourbouncesonaregularbasistogainmoreintelligenceintoyouremailprogram,to
seewhatpeoplearerespondingto,andtofindoutwhat’scausingpeopletoleaveyourlists.
You want to keep your bad addresses (hard bounces) to a minimum (less than
3%) and carefully watch soft bounces to remove full mailboxes after a max
of 7 attempts and to manage content-related bounces and spam complaints.
Evaluate Your Content & Messaging
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5. don’t use false or misleading header information
Keep your complaints to a minimum.
A general rule of thumb is to keep your
complaints under 0.01% and to imme-
diately put them on your do not contact
list. This ensures they don’t resubscribe
and complain again.
High complaints will also cause the ISPs
to filter your email messages to the junk
folder, and may make it very difficult to
get your campaigns BACK to the inbox if
the problem persists for a long time.
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6. “
Watch unsubscribes regularly to evaluate the types of content that causes spikes in complaint rates as
well as problems with individual campaigns and autoresponder messages.
To get access to helpful tools and
recommended resources that will
help you improve your email
deliverability, visit
www.EmailDelivered.com/blog/email-de-
liverability-best-practices
Evaluate Your Content & Messaging
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