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Message to Market Match

Message to Market Match

It doesn't matter if you're brand new to email or if you're a seasoned veteran. When it comes to your marketing, it's essential to know who your audience is and send messages that they actually WANT to receive.

If not, you'll see an increase in spam complaints, an increase in unsubscribe rates and a decrease in engagement, all of which significantly impact your overall deliverability rates.

Here are a handful things to pay attention to:

1. Watch your spam complaints
If you're getting more than a HANDFUL per broadcast or autoresponder sequence, then you may want to look at the particular message and or the funnel leading up to the point of the complaint. I know that most ISPs have thresholds between .01 - .03%, but there's more to that story and it's important to carefully keep an eye on the complaints.

2. Keep an eye on your unsubscribes
It's normal to get some unsubscribes with every message that's sent out. In fact, that's a good thing. They're getting off your list BEFORE they complaint to the ISPs. However, if the unsubscribe rate is particularly high for an individual campaign or autoresponder message, then you may want to look at where the disconnect is with your subscriber for that particular message and fix it.

3. Overall funnel
It's important to revisit your funnel quarterly to make sure that it's (1) still converting and (2) that the messaging is still in line with the goal. You may also want to modify your funnels if you're sending different traffic. In other words, what worked well for affiliate traffic most likely will not be the same for Facebook traffic. They may require some tweaks to both your optin copy AND your email. You'll also want to tag the different sources so that you can create segments.

4. Revisit your avatar
Make sure you're clear on who your market is. I know this sounds very basic, but you'd be surprised by the number of marketers who don't have a clear picture of their audience. For the most basic analysis, take your list and upload it to Facebook and get some basic demographics of your list. This will help you determine whether or not your messaging is a match at the most basic level.

5. Segment!
I won't spend a lot of time on this since we have covered it in great detail in previous weeks and on the blog, but segmenting is critical at this point. It's important to pay careful attention to WHO is receiving your emails and to make sure they're the best audience for your particular campaigns.


For over a decade Heather Seitz used email marketing to build successful companies and had to solve the biggest barrier to consistent profitability: deliverability. Today she is the Co-Founder and CEO of Email Delivered.

For more tips on creating a message to market match for your target audience, visit http://www.emaildelivered.com/message-to-market-match/ Remember to sign up for the FREE Email Delivered Pulse newsletter for articles, tips, and recommended resources for email marketers.

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July 13, 2015

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