Certified e-mail tops list of marketing measures to build consumer trust
A new e-mail authentication program from Internet service providers, tagged CertifiedEmail, is proving to be an effective marketing tool by delivering 100% of certified e-mail messages into the inboxes of targeted recipients, says David Atlas, a vice president at e-mail services provider Goodmail Systems.
CertifiedEmail is currently available at AOL and Yahoo Inc. and is expected to be available soon at five additional ISPs, says Atlas, who is in charge of marketing the CertifiedEmail services offered by Goodmail Systems. The CertifiedEmail system displays a blue ribbon icon in the e-mail messages of qualified marketers to notify recipients that a message is arriving from a legitimate sender approved by the ISP.
Retailers can test CertifiedEmail on a free trial basis, to learn first hand if they can realize the same high return on investment experienced by other marketers, Atlas says.
In addition to using certified e-mail Atlas also suggests that retailers:
• use a dedicated IP address for all e-mail campaigns, which makes it easier for ISPs to track all of a retailer’s e-mail messages and check them against any spam complaints filed by recipients;
• use a dedicated “from” address for sending all marketing e-mails, so as not to confuse consumers;
• proactively inform customers how they can recognize the merchant’s legitimate e-mail, and give recipients the option to choose the type and frequency of e-mails they receive;
• Survey customers about the content they’d like to see in e-mail.
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