Taking your unsubscribe to the next level

By Julia, Deliverability Expert

At Campaign Nucleus, we make it a point to never force industry-recommendations on to you while creating and sending your emails. We previously discussed the legal importance of including an unsubscribe link in every email we send. Since then, we have improved our system and now offer an optional one-click unsubscribe feature that you may choose to implement.

I’m sure you are wondering: What is the difference between this feature and the unsubscribe link we already use?

Well… currently, when a recipient clicks the unsubscribe link, they are redirected to a page where they may enter their email and they will be immediately unsubscribed. In the case of a one-click unsubscribe, a user may click the link and will be immediately unsubscribed without being redirected to another page to do so.

While this is not an industry standard or policy, it is highly recommended. This is dominantly because it is a simpler route of unsubscribing which ensures people who intended to be unsubscribed do so properly. In some cases of a double-opted unsubscribe link, some users may accidentally remain subscribed, and this can lead to an increase in user complaints which can affect your domain and IP reputation.

For instructions on how to enable this feature in your tenant, please visit your Nucleus Resource Library!

OR

A tale of how hard work (eventually) pays off

By Julia, Deliverability Expert

When we are in a court of law, we are hopefully paying regards to the phrase “innocent until proven guilty.”

Well… when it comes to servers responding to your sending domains and IPs, it is quite the opposite. You must prove your domain to be worthy of delivering to your recipients without an existing precedent… sometimes before you can effectively deliver at all.

Now that the campaigning cycle is coming to another end, this is a great opportunity to work toward preparing your domains and IPs for the most success when the cycle begins picking up again. I think the most important take-away here is: PREPARE your sending domain BEFORE YOU NEED to send with it.

I want to take a few minutes to review how pre-emptively preparing your sending domains can be beneficial to you in months to come.

It takes TIME to scale your domain up to your full sending volume. By getting an early start you are able to avoid rushing the warming process, which could cause you to have blocks and trouble with deliverability.

Even after you’ve scaled to full sending volume, it takes TIME for a server to trust you. Servers are constantly watching how their recipients are engaging with your emails & designated a reputation to your domain/IP based off that response. The only way to continuously improve your reputation, especially on Google and similar servers, is for your audience to be consistently positively engaging with your emails. This means the same users repeatedly engaging with your emails, so sending to only new recipients constantly is actually very poor practice.

And it takes TIME for your audience to recognize and engage with your content. This is a great opportunity to focus less on ads and asks, and more on branding and informational content. It can be extremely valuable to produce very non-controversial content that includes little to no ‘call to actions.’ This type of content generally performs much better in the eyes of the server so it can help you to build your reputation up a bit so you have a buffer when you do want to send more hard-hitting content.

Many of the questions I regularly receive are concerning how quickly we can fully scale a domain & the truth is… there are so many things at play when you are preparing a new domain/IP for sending that the best thing you can do is get a head start. There are very few issues I’ve seen not be able to solved with a little time and persistence.

For more information be sure to contact our team for training or insight and visit your Nucleus Resource Library!

OR

 By Julia, Deliverability Expert

Just kidding… but if you aren’t annoyed by those graphics & sentences, I can 100% ensure that your recipients and the servers are!

Let’s review what went wrong here…

1. Lots of strange fonts
2. Overuse of font colors, bolding, underlining, & italics
3. Over-promising
4. Too many graphics
5. TYPOS

Email servers respond incredibly poorly to the majority of marketing techniques used in the example above.

When it comes to our marketing emails, we really want to avoid being overly obnoxious. This can be done when we:

• Attach too many files or pictures to an email
• Use illegible fonts & text colors
• Have ANY typos
• Make promises we cannot keep (i.e: “100% guarantee,” “never again,” etc.)

At Nucleus, we understand that we want to catch our viewers’ attention with our emails…

we just have to make sure we make it into the inbox first!