Digital Marketing en Chicago
How we work in Chicago
Keep marketing sending apart from service sending
A large campaign generates complaints: people who mark the message as spam even though they signed up themselves. If it goes out from the same subdomain as your order notifications, the distrust is shared between the two. With separate subdomains, a bad send spoils the promotion and leaves untouched what cannot fail.
An old list does more harm than a small one
Addresses expire: people change jobs and the mailbox disappears. Writing to them produces hard bounces, and a high bounce rate is one of the signals filters like least. Cleaning the list cuts your reach on paper and raises it in practice.
Open rate no longer measures what it seems to
Some programs download a message's images before anyone opens it, to protect the reader's privacy. That records opens that never happened. If you pick subject lines on that number alone, you are comparing noise: clicks and what follows them hold up far better.
Unsubscribing has to be one click, not a form
When unsubscribing takes effort, people reach for the spam button instead, which costs you far more. The large mailbox providers keep tightening what they ask of anyone sending at volume, and their terms change, so you check the current ones before a mass send.
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