You just hit the "send" button and your email campaign is launched. Then what happens? At this point, your ESP (ie. Email Service Provider-Constant Contact, Vertical Response, MailChimp, etc.) takes over. Hopefully, you've followed best practices for email marketing and have done the following:
You'll also find emails that didn't quite make it where they were supposed to go. An email bounces for several reasons. It can be blocked by a server, your recipients could be on vacation (lucky them), or some glitch occurred during transmission.
Any "non-existent" addresses should be reviewed for obvious typos (extra spaces, .com vs. .net, etc.). Remove these. Repeated attempts to email non-existent addresses will hurt your deliverability rates. They remain a subscriber and may affect your account status.
Source: Constant Contact
If you have a large list, consider exporting your bounces on a regular basis and cleaning up any recommended for removal. The "mailbox full" category generally means these are on the way to being non-existent. The "suspended" category, (used by Constant Contact), is a safety mechanism which lets you know that you've attempted to email a non-existent address more than once and will be placed on hold so that your deliverability rates are not affected.
Remember, a well-maintained list will provide more accurate results, and results are what will help determine your next campaign.
In January, Facebook announced another change to its algorithm, the mechanism that determines what shows up on the news feed.
Not again. Why?
You may have noticed that your reach, which is defined by how many people see your post, has drastically shrunk over the past year or so. Facebook's answer to this is simple -- there are far too many posts occurring to have everything visible on the news feed. Posts are ranked based upon audience engagement, rewarding quality content by appearing on more news feeds.
So, what is quality content?
The Facebook developer team described quality content by the following:
1. Is the content timely and relevant?
2. Is the content from a trusted source?
3. Would you share it with friends or recommend it to others?
4. Is the content genuinely interesting to you or is it trying to “game” (or trick) the News Feed algorithm?
5. Would you complain about seeing this content in your News Feed?
What other changes took place in 2014?
Facebook also announced a crack down on "like baiting", in other words, downgrading posts that ask the reader to "like" something -- a page, picture or post which artificially creates higher engagement. Basically, if your content can't stand up for itself as being engaging, don't expect Facebook to reward you.
Which brings us to the changes announced in January, 2015
Stop promoting! No, really, Facebook will devalue posts that are promotional. Best practices for Facebook content follows the 80/20 rule (80% of your content should be useful, relevant, educational, engaging, etc. while only 20% should be promotional).
Here's an example of one post written two ways:
Let's say you are a veterinarian clinic, posting about flea/tick prevention.
Example #1: "Ever wonder when you should apply flea/tick medicine?" which includes a photo of a dog and link to a blog post on their website which educates the reader and includes a link to the product.
Example #2: "Don't forget - now is the time to buy flea/tick medicine for your best friend. We're offering 10% off all month." which includes a photo of a dog and link to the product on their website."
Both posts get the reader off Facebook to the website, which is good, but post #1 will be preferred by Facebook. So, whether you're a restaurant, hair salon, lawn care company, dentist, or photographer, keep the self-promotion to a minimum. If you want to promote, use the paid advertising feature.
Liz Provo, Mass Marketing Resources.