Importance of Permissions
- Obtaining permission to send emails enhances overall engagement and deliverability.
- Commonly known as "opting-in," it involves implicit or express consent from individual prospects, such as existing customers or those signing up for webinars.
Opt-ins and Engagement
- Opting-in leads to stronger engagement metrics like opens, clicks, and replies.
- Strong engagement positively influences sender reputation, a critical factor in email providers' inbox placement decisions.
Cold Emails and Best Practices
- Cold emails require extra care and attention.
- Researching, personalizing mail campaigns, and sharing relevant content with prospects who haven't opted in can prevent them from marking your emails as spam.
Impact of Cold Emails on Sender Reputation
- ISPs closely monitor customer interactions with emails.
- If recipients consistently mark your emails as spam, ISPs may divert your emails to the junk folder.
What You Can Do:
Avoid Purchasing Prospect Lists
Lists may contain spam traps, bad data, and contacts without explicit or implicit permission.
- Engagement is less likely if prospects haven't expressed interest in your content.
Use LinkedIn for Initial Contact
- When prospecting unengaged users, consider using LinkedIn for the first point of contact.
- Build trust before transitioning to email campaigns.
Target Specific Personas
- When adding prospects to email campaigns, target specific personas for personalized communication.
- Conduct research and personalize emails to enhance engagement.
Include an Unsubscribe Link
If sending emails in bulk, always include an unsubscribe link.
Respecting recipients' preferences contributes to a positive sender reputation.
In summary, obtaining permission through opt-ins is crucial for successful email engagement. Avoid purchasing lists, utilize LinkedIn for initial contact, and personalize emails to enhance the overall impact of your campaigns while maintaining a positive sender reputation.