I can hear our readers now with a ‘heavy sigh’ because you say that you heard all the tip & tricks, heard about number of subject line character limits, content that is engaging and converts to action and all that jazz –am I right?
If so, keep reading because we need to peel back all the layers to ultimately get back to the single basic core element. The base foundation of email marketing at its core is — email deliverability.
Email marketing is a huge task and unless you have the basics underfoot you’ll have a very hard time to build the truly effectively email marketing campaigns people rave about or that go viral. You need to keep in mind how many you start off emailing and to whom you email to. Even ask your friends and family to open your emails and take look at your site. Try to keep your sends small so that your open rates and complaints stay very low. In some cases, email-sending providers require you to stay under a certain percentage of the entire send. If you send to a bunch of potentially ticked off people your first time out of the gate you just might have to move providers because your account will be flagged. Keep it small; increase your IP reputation over time and most of all stay off any blacklists. Then add to your main list and make sure you have permission to add said folks.
Truthfully, the second items in my blog today now that I think about it I would do first. Set up a subdomain from minute one to with the intended purpose is to have that subdomain monitored and it’s reputation. More truth, however is that this subdomain will allow for domain-specific monitoring of your IP reputation, and be able to succeed against some domain-based certification filters.