The End of Email As You Know It
by Michael Greenberg | VP, Marketing
We do a fair amount of email marketing here at Loyalty Lab in additional to loyalty program management. One trend we’re seeing accelerate is the role of spam traps in inbox delivery. These are usually abandoned email accounts that ISPs and commercial filters use to spot spam. The big problem is that these may have been completely legitimate, opt-ed in addresses at one point – and now they are your worst nightmare.
As a result, addresses that have not been active for 6 months are potentially hurting your email reputation, which in turn hurts your delivery. Email should really only go to those customers who have interacted with you within the last 6 months or are new to your file.
What does this mean? Your “list” will get much smaller. You will have to focus on engaging your customers more aggressively. You will have to ensure your messages are more relevant. In other words, you need to move beyond batch and blast messaging and use triggered and relationship-driven messages.
The key takeaway is that this transition cannot be delayed much longer. The spam trap networks are already in place and taking a larger role in email delivery. It’s time to respond.
