Email Marketing

Nearly 80% of emails which circulate in the world are spams. Without any international legislation which would make it possible to fight effectively against the spammers, there is no reason that this percentage drops. The only parade thus resides in the increasingly strict filters imposed by the software and the waiters of transport. And that will have a concrete influence on working and the contents of Newsletters. The UIT (International Telecommunication Union) tries to set up legislative, technical and educational solutions to fight against the junk emails (spams) on a world level, but the task is far from being simple. In the United States for example, the spammers are more or less protected by a law "antispam" (sic!) from 2003 which, under the document in proof of the free trade, leaves them practically the free hands to continue...But the market will not wait until a legislation is set up to adapt to this invasion of offers of Viagra, of Rolex at unbeatable prices, financial investments not to miss, without forgetting the widow of the late president of the Nigerian Oil Company who needs assistance to leave his 120 billion dollars the country. The adaptation of the behaviors of the consumers and the new solutions antispam will have a direct influence on the possibilities of marketing which were established these last years around the messages with format HTML (which integrate a page-setting and images). Firstly, more and more, the companies configure their filters anti-sp@m not to more let pass from the messages which contain bonds on images placed on external waiters (potentially a bond activated by a collaborator can bring on a virus). Secondly, the last software of transport customer (Thunderbird, Outlook, Eudora, etc) is also configured automatically not to more post the images contained in the messages. It will be with the user to expressly activate this possibility for each new message. But how much people will try hard of it? Moreover, in order to fight against the "phishing" (which consists in deluding the users with a bond which does not bring on the good site), certain software inform if a hidden bond does not correspond to the address which indicated in the message. What reduces considerably confidence of the users and by there the rate of click. The reasons for which a message would not be delivered or is not posted are numerous. Between the filters antispam of the suppliers of access, the waiters of email which are subscribed with the black list of SpamCop, the installation by the consumers of third software (Norton AntiSpam, McAfee SpamKiller, etc) and to finish the filters of the software of transport which becomes increasingly strict. The Posting of the Images The filters which block the images will oblige the specialists in marketing by e-mail to privilege more and more this good old man format text. Page-settings will be certainly lighter in order to be able to integrate images which appear in the message as an enclosure and posted either on an external waiter. That makes it possible to guarantee a correct posting, even in the software of transport which does not post them automatically any more. It is always astonishing to note that certain sendings use images to post the most critical information (the title, the promotional offer, etc). Not only the consumers certainly will not try hard to click on the button "To post the images" and will never know which was this exceptional offer which was proposed to them. Moreover, one message which contains little real text vis-a-vis the images is highly likely to be made identify like spam and never not be delivered. The lack of external images (and the absence of automatic posting) will have an influence on the "reporting" of the statistics of opening of the messages. It is often an external image which is used to enter the rate of opening of the messages when one uses a solution of e-mail sending. The Posting of the Bonds The bonds which are posted in the messages also will become elements of which account should be held. The programs of transport start to integrate filters known as "ScamWatch" which inform the user if a bond of destination does not correspond to that which is posted. It is thus necessary particularly to pay attention to the manner of writing the bonds, because let us not forget that in the majority of the cases, the bonds initially bring on the waiter of the person receiving benefits in order to be able to enter the clicks before redirecting the visitor on the final page.With the generalization of the filters of this type, it will be increasingly difficult to generate bonds which bring confidence to the users, but who will allow also "monitorer" the rate of click. Solutions Unfortunately, few services in line of marketing by e-mail integrate these restrictions in their manner of sending the messages. They continue to propose solutions of messages to format HTML which place images and bonds which pass by their waiters. The effort was especially put on control antisp@m of the structure of the messages (contained textual) and on the negotiations with the principal suppliers of access to appear on the "white lists" (shippers which are authorized to pass through the filters). They should start to adapt their tools so that the solutions are imbricated around the waiter of email of the customer and his Web server. To use the waiters of the company makes it possible to sign the shipper clearly, to correctly authenticate the message by the filters antisp@m and to propose bonds "of confidence" in the messages. The recognition of the transmitter, the correct posting of the images and the bonds become as essential in the success of a campaign as the formulation of the message itself. By observing these rules, marketing by e-mail still has beautiful days in front of him, because it represents, towards and counters all, one of the interactive methods which offers the best rate of return.