Email Marketing Tips

10 Things To Do To Improve My Email Marketing Strategy in 2017

January 9th, 2017

10 Things ToDo in 2017 to Improve My Email Marketing Strategy

Why Improving Email Reputation will Improve Email Delivery Rates

January 9th, 2017

Working on improving email reputation is probably one of the best things you can do in order to get more out of your email campaigns. 

Unfortunately, many of us are too busy tweaking our subject lines and content. We often forget that there are other crucial factor factors that contribute to our email marketing success. 

Email reputation is one of the most important and most overlooked factors among email marketers.

The importance of your reputation

Some studies show that up to 20% of all emails end up in spam folders or simply get dropped, undelivered or blocked. In the past, the major factor for low deliverability was your content. If your emails weren’t getting delivered, it was probably because of the content of your emails. Nowadays however only 23% of deliverability issues are because of the content. The other 77% are due to the reputation of the sender.

Why Improving Email Reputation will Improve Email Delivery Rates

What is your reputation

When we talk about your email reputation, we’re talking about a few different things. This includes your domain reputation, your IP reputation, and your email address reputation. All three of these factor into your overall reputation as an email marketer. However, as I’ll explain, you don’t always control (or need to control) all three.

Using an email service provider is easier

When you use a quality ESP to send your emails, you have fewer things to worry about. If you’re just starting out, you only need to worry about your sender address reputation. The emails themselves will come from the domain and IP of your ESP. So those are two things you don’t have to worry about. 

If you become more advanced, you may choose to configure the ESP to use a custom sender domain. This way the emails can come from your own sender domain. This is a little better for branding purposes. However, this will put additional responsibility on you as well. You will now have to worry about the sender domain reputation.

Sending email from your own server is a lot more complex

When you get a cheap hosting plan, you also get the ability to send emails from “your hosting server“. At a quick glance, it seems quite convenient. Why not just send emails for free from the same server that hosts your website?

As it turns out, there are a ton of issues with sending emails from your own server. The first is the fact that you don’t actually own your IP. If you’re using a cheap hosting plan, you’re sharing that IP with many other users.

If any of your “roommates” does something nefarious on the internet, the IP gets blacklisted. You may do everything right, and still have your emails end up in spam folders. This will happen because “your” sender IP is blacklisted, through no fault of your own.

So why not just upgrade to a more expensive hosting plan?

If you upgrade to a more expensive plan, you get a dedicated IP. So that solves all of your problems, right? Wrong! No web host has a guarantee against hacking. Unless you’re an expert at security, your hosting server will get hacked eventually. Perhaps you forget to update one of your blogs to the latest version. Perhaps you get hacked due to a software vulnerability that’s brand new.

You will just wake up one day to find out that your server had been sending thousands of spam messages. Your IP address is blacklisted, and there’s nothing you can do about it. The only way to prevent this is to hire a security expert to manage your security policies. But at this point you’re spending money you shouldn’t have to.

Isn’t it easier to just go for a dedicated email service provider and send emails that way? Let someone else worry about security.

Improving your reputation

Choosing to let an ESP handle your sending is easier, and you have less to worry about. Choosing to send emails from your own server is a lot more complex and risky. Let’s look at improving your reputation, and how it varies in different scenarios.

Blacklist status

If you choose the difficult path, you need to track your IP reputation. Try to regularly check if your IP address or domain are on any blacklist databases.  You get added to a blacklist if you’ve emailed at a spam trap or ISPs see you as an offender. Your emails will be directed to spam folders or blocked.

Email bounce rate 

Every time you send an email to an address that doesn’t exist you experience a “bounce”. It is normal to have at least some of your emails bounce. Many people change their email addresses. You should try to keep the bounce rate as low as possible. Try to keep it between 0.5% and 1.5%.

If you trust us with your email sending, we help you with list hygiene.

Your bounce rate will depend on several things

If you only send your list an email every 3 months, a lot of people might have changed their address in the meantime. If you send emails more frequently, you also get the chance to “clean up” your list more often.

Let’s say that you send a weekly email. You only have to purge those email addresses that had a bounce during that week. On the other hand, you shouldn’t send emails too often, so it is definitely a balancing act.

If you check the email addresses and update them more often you will be able to maintain a good reputation. If you choose to do things the hard way, you will need to do this manually. With an ESP this is largely taken care of.

Also, note that this is industry specific. For example, consumers change their email addresses more often than B-2-B customers.

Rate of spam complaints 

This is much worse than getting unsubscribes. It shows that your content is completely irrelevant to your subscribers. The spam button gives a direct message to the ISPs that your email is unnecessary.

spam complaints are frustrating

If you’re sending emails yourself, diagnosis can be quite complex. It will often involve a lot of manual work. Your host may or may not help you with finding out who marked your emails as spam. You will be in a race with time to remove these people from your list. If your self-hosted software keeps sending these people emails, you will keep getting marked as a spammer, and your reputation will spiral out of control.

The reputation of your email provider

Your IP address determines your reputation, but if you’re working with an ESP your reputation also depends on their reputation. This is why it is important to choose an ESP that’s dedicated to reputation. Emercury is obviously a great choice for you. Give our free trial a go, you might just fall in love with all of the features we have for you.


Do you want a great way to measure you list quality? Just look at your unsubscribes. If the content you send is relevant for your subscribers you will have less unsubscribes.  But, if you’re targeting the wrong audience, be prepared for a high unsubscribe rate. This is especially true if you get people on the list using false promises.

Maintaining your reputation

Manage your Email Reputation

Here are a few tips that might help you maintain your good reputation.

  • Find the right time to send emails – There is no “ideal” number of emails to send per week or per month. It varies by industry, type of offer, type of list etc… You will just have to experiment. As a starting guideline, you might consider that most marketers will send a promotional email about once a week. 
  • Find the reason why people are complaining about your emails – you need to know why people don’t want to pay attention to your content. If you know your mistakes it will be easier for you to correct them. Usually, people complain about the frequency and the content, the subject line and the mismatch between the frequency and the content.
  • Target your subscribers – don’t think about the number of your subscribers, but think about how many of them actually want and need your emails. Also, get to know the people – investigate what would interest them the most and the ways to present your product to them. After you do this, you will slowly, but surely reach your goal.


Worrying about your reputation is hard. Why not make it easy?

Consider giving Emercury a try. We’re obsessed with our reputation, so you don’t have to be. We’re also very intent on helping you succeed. Currently we are running a promotion where you can sign up for free and experience all of our features at no cost. Give it a go.

Here’s How You can Supercharge Email Engagement

November 30th, 2016

Mastering email engagement is crucial if you want to make money with email marketing. It isn’t enough to just create email lists and fill them up with subscribers. You have to know how to keep these subscribers engaged and interested.

If you think about email marketing in general, it is an excellent way to reach many customers and prosper in your business. It’s different from search and social marketing because you’re “pushing” a piece of content their way. You’re not waiting for them to “pull” content from you.

Here’s How You can Supercharge Email Engagement

The first thing you need to master is deliverability, so that they receive the email in the first place. The second thing you have to master is getting them to open your emails, and then to keep opening your emails. This is engagement.

Your engagement producing skills should be a mix of optimization, relevance, timing, personalization, targeting, responsiveness and deliverability. Below I will go through some of the ways to supercharge your email engagement.

Email personalization

This is a well-known marketing tactic and it involves using the customer’s data to make your emails more personal. That means that you write the email as if it were written for that specific person. You collect customer’s information such as birthday, gender, name, location, recent purchases and interests and then use this information in your email.

People are used to getting marketing messages, but when they see a personalized message they pay more attention to it. That’s why this tactic is so effective. Personalized emails are opened 250% more often and can drive to a conversion 600% more often. It is even stated that 73% of all customers would rather use a brand that uses personal information than one that doesn’t.

email personalization with additional infoNowadays, it’s really easy to make personalized emails. Just add the fields you want to use in the forms your customers fill in and you’ll get the relevant information. This is very easy to do with Emercury. After you have this relevant data, you can then use it with personalization tags in your broadcasts and auto-responders.

Email automation

When you use a quality email service, automation is quite simple. It can also get as complex as you want and need it to be.

At the most basic level, you’re talking about setting up an “autoresponder email sequence”. This is where you define a sequence of emails to be sent to the reader after joining. Right after joining they might get a “welcome email” because that’s how you set up the autoresponder. Then you might set it up to send them “Newsletter 1” about 3 days after joining. Then send them “Newsletter 2” a week after that, etc.

This is email automation at its most basic level, and for many years this is all that email automation entailed. These days however automation has become a lot more interesting. Now with a provider like Emercury everyone has access to more advanced automation features. You no longer have to run a Fortune 500 to tap into the power of advanced automation.

When go into more advanced forms of automation, you’re typically working with “rules of automation” or “triggers”. Basically “if x happens, send y email”

The most basic trigger is “if added to email list”. And it is most often followed up with “then send this email sequence”. This is the traditional email automation strategy. It is what I described as being the “basic email sequence autoresponder” above.

This type of trigger is great as your default starting point. However, when you wanna get fancier, this trigger is no longer good enough. Let’s say that you want to send different kinds of emails to different kinds of people. If all you have is the “on joining list” trigger, you have to get different people onto different lists manually.

Let’s say that you run a newsletter for pet-lovers. Are you sending lots of emails and finding out that some of them are more interested in dog-specific emails? If all you have is the default trigger, you have to move them to a new list manually. Alternatively you can send an email and ask people to resubscribe to a new “dog-lovers” list to get the more dog-centric emails.

dog lover checking email

As you might see, neither is an elegant solution. Fortunately with an intelligent service like Emercury this can be done in a much better way. You can set up an intelligent autoresponder that acts on other, more advanced triggers. Let’s say that someone signs up to your main “pet lovers” list. But then they keep clicking on dog-related links. You can set up a “dog lover” autoresponder that intelligently notices this and sends them more dog-related emails. For more information, check out our training video on autoresponders.

The Bold approach

Making sure that the emails are sufficiently personalized and segmented is just the start. That only ensures that you’re sending the best matched content to the most appropriate subscribers. Just because you’ve sent them the content that is best matched, doesn’t guarantee they’ll open it.

You need to grab the attention of a distracted email recipient. They are probably looking at an inbox full of new messages. Unless yours stands out in some way, it will get ignored or postponed indefinitely.  

You want to spend some time subscribing to popular newsletters and noticing which subjects “grab you” and make you open an email. In addition to this, you want to really get acquainted with our email a/b split testing feature. In conjunction with our reporting feature, this will allow you to track and understand which kinds of emails do better.

Present a new feature or product

It is really important to send your subscribers updates about each new feature or product that you develop. In an update email like this you describe why you’re so excited about the new feature or product. Then you go into how it benefits them, and then link them to a sales page or a feature page. This way you encourage the customers try out your product or features immediately, while they’re still curious and excited. And if you do your job well in the email copy, they should be excited.

You want to do a little bit of experimentation and find out what works best. You may do so using our email A/B split-test feature, or just look into the email campaign reports. If you understand what kind of update emails create the best engagement, you will have a much easier time.

Mobile optimization

Mobile optimization is really important because nowadays so much happens on mobile phones. Most of us actually check email on our smart phones. That’s why you can’t underestimate mobile optimization. Your email conversions can be increased up to 53% if your emails are mobile-friendly.

mobile optimization - checking email on phone

Imagine this situation: you send an interesting email that really keeps the attention of the subscriber and they try to open it on their phone, but the text is too small to read or the graphics are jumbled. They give up on reading it and say “I’ll check it out from the PC later”. But they never check it again and move onto other things in their life.

If you’re an Emercury user, this is easy to solve. You can just pick one of our many mobile-optimized e-mail templates. With our intuitive drag and drop editor, you can then edit the template to meet your specific needs or branding.

Utilizing mobile to the fullest isn’t just about having mobile-optimized design

While having mobile-optimized emails is a must, this is just the start of utilizing the power of mobile. When you join Emercury you also get access to features you won’t easily find elsewhere. In fact we’re probably the only service that includes such powerful mobile tools in a free autreponder. This includes mobile reporting, mobile url redirection, mobile segmenting, and mobile campaigns.

Urgency emails

Urgency emails are reminder emails that are sent out around the holidays. You can present your promotions, delivery deadlines or dwindling stock in such emails. This can also include things like launches or anniversaries. For example you can have a limited 48-hour sale because you’re celebrating the launch of a new product or a feature. Urgency always attracts the customer’s attention. That’s why this type of email will drive sales and earn you more money.

Cancellation emails

When a certain member cancels your subscription or your service don’t think that you’ve lost them forever. You might make a big mistake if you let them go without a goodbye.

You can manually send them a timely email with an apology for whatever you did wrong to make them cancel. Be careful, because you wouldn’t want to sound too pushy. However you’ll have a big chance of getting them back as your subscribers. At the very least you’ll get good insight as to why some people might cancel.

Here’s the bottom line: Supercharging email engagement takes a lot of work and time. But once you invest that time and money, you’ll get great results and earn a lot of money. You just need to find the best methods that work for you. What’s the right way to accomplish this? By testing many different of supercharging email engagement.

Spam Traps that ISPs Use and How to Avoid Them

October 25th, 2016

There are many reasons your emails fail to reach the inbox of your subscribers. One of the main reasons today is getting caught up in something called “spam traps”.

These are basically “honeytrap email addresses”. They belong to no one real person in particular, and only exist to lure “bad senders” into a trap.

Spam traps are set up and managed by ISPs, corporate email servers, IT security companies and anti-spam organizations.

If your email ends up in the inbox of a spam trap, you may get identified as a spam sender. The spam trap impact varies depending on the type of spam trap and how spam traps’ operators and ISPs handle your case.

Why the “harsh punishment”?

It is impossible to legitimately send a solicited email to these addresses. If you send an email to these addresses, you are by definition a “bad sender”. Now you might be a full outright spammer or merely “lazy” with what email adresses you accept and keep in your database. Either way, sending too many emails to spam traps is an automatic bad sign about you.

Spam Traps that ISPs Use and How to Avoid Them

One of the reasons anti-spam organizations and ISPs set up spam traps is to keep email marketers from poor mailing list management and sending unsolicited emails.

That should tell you something. Despite the name being based around “spam”, these traps are not limited to pure spammers. They also target senders with poor permission management.

Why you want to avoid spam traps:

Damage to your sender reputation

Every outgoing mail server like the one you use to send emails to your subscribers has its own IP address. Your sender reputation is affected by the state of your mail server IP address. Sending volume, complaints, bounce rates and the rate of unknown users all contribute to a score that indicates your sender reputation. Recepients’ mail servers decide what to do with incoming emails based on your sender reputation.

Deliverability damage by IP blacklist

Email clients have integrated spam filters that are used to create whitelists and blacklists. Spam filters monitor various parameters like domain names, email addresses, file hashes and IP addresses. Spam traps can trigger IP-based email blacklisting, which is hard to recover from.

Permanent domain blacklist

The spam filters that email clients use also monitor domains associated with the sender. Spam traps operated by ISPs can blacklist and block your domain, causing extreme damage. Recovering from permanent domain blacklist is not easy and depends on the ISP that blacklisted your domain.

If you encounter a spam trap, the emails you send can be easily filtered as spam.

Progressive deliverability damage by filtering

Many ISPs and companies consult anti-spam organizations’ databases to filter incoming mail. If your email gets to a spam trap operated by an anti-spam organization, all ISPs and companies using the anti-spam organization’s database will filter your emails as spam.

Types of spam traps and how to avoid them

Pure spam traps

Email addresses that have never been registered and used by anyone are called pure spam traps. Email addresses that are pure spam traps are registered by ISPs or anti-spam organizations to expose spammers and unethical email marketers.

With proper mailing management practices you can avoid spam traps.

There are many ways to avoid pure spam traps if you utilize good mailing list hygiene. Companies and organizations usually fall into pure spam traps because they use purchased mailing lists.

Recycled spam traps

A recycled spam trap is an abandoned and out of use email address that has been reused by the email provider and repurposed as a spam trap. Recycled spam traps function the same way as pure spam traps.

Provided you maintain your mailing list regularly and properly, the chance of falling into a recycled spam trap is significantly lower. Recycled spam traps have lower damage potential. However, it’s easier to fall into a recycled spam trap than a pure spam trap.

Incidental spam traps

  • Typos in email addresses
    Although not common, it may happen that a potential subscriber misspells their email address entering an email address that is actually a spam trap. Even though ethically obtained, opt-in mailing lists can contain misspelled addresses that just happen to be spam traps. Email address typos can occur in the username or the domain side of the address, though the latter ones are more commonly spam traps.
  • Invalid or fake email addresses
    Registration forms in unexpected places can result in users entering fake email addresses. which can incidentally end as spam traps. As long as they are provided by opt-in systems, invalid or fake email addresses don’t carry high risks for getting you blacklisted. You can easily avoid invalid or fake email addresses that happen to be spam traps. Set up a double opt-in system that requires email confirmation and you’ll be safe from incidental spam traps.

How to avoid spam traps

Avoid buying email lists: Obtaining ready-made mailing lists can make you feel like you have a head start in your email marketing campaigns. There are many companies that claim to provide targeted email addresses and databases to help you reach the audience you want to target.

However tempting it may be to buy a mailing list, the risks outweigh the potential benefits. Purchased mailing lists have the highest spam trap incidence rate. When it comes to curating a quality mailing list, slow and steady wins the race.

  • Keep mailing lists up to date
    The best way to avoid spam traps is to grow your mailing list carefully and update it regularly. Proper mailing list hygiene can help you not only avoid spam traps, but better target your intended audience as well. Mailing list hygiene involves dealing with high bounce rates, invalid email addresses and inactive subscribers. Freeing up your mailing list from addresses that don’t contribute to your campaign can help you avoid spam traps.

Proper mailing list maintenance is imperative to avoiding spam traps.

  • Keep bounce rates in check
    The percentage of emails that can’t be delivered is called a bounce rate. Mail sent to invalid email addresses trigger hard bounces. Soft bounces indicate an email server issue even if the email still reaches the recipient’s inbox. Bounce rates can affect your deliverability and sender reputation. Keep bounce rates in check by deactivating recipients with undeliverable emails and focusing on user engagement.
  • Delete inactive email addresses from your lists
    It’s not uncommon for ISPs to use email engagement metrics to regulate and determine sender reputation and email delivery rates. Over time, inactivity may trigger higher bounce rates. Hard bounces and undeliverable emails can signify an early abandonment of an email address. Abandoned email addresses carry the risk of becoming recycled spam traps.
  • Acquire new addresses via double opt-in or soft opt-in
    Two-step opt-in systems are the best way to ensure you send mail to subscribers who really want to receive it. Single opt-in systems don’t involve any form of confirmation. Unconfirmed opt-ins can be an open door for malicious subscriptions. Soft opt-in represents a temporary mailing permission and the receiver can turn into a regular subscriber whenever he wants to. Double opt-in systems with email confirmation are considered best practice in curating quality mailing lists. Acquiring new email addresses with double opt-in certainly diminishes the chances of running into a spam trap.

Powerful Methods for Monetizing Your List Through Email Marketing

September 15th, 2016

If you’re like most people, you’ve probably overlooked proper email list monetization so far. When people think of monetization, their first very attempts go toward creating, and selling products, such as online courses, e-books, webinars etc.

Although it’s great to have those products in your repertoire, it shouldn’t be your first step. In fact you should be making a solid profit before you create a single product of your own. By the time you create a product, you want to have an email list full of hungry buyers begging you to produce a product. Despite new trends like social media and content marketing, still the most effective way to get people to buy your products is by going through their inbox

Despite the effectiveness, email list monetization is one of the most underutilized strategies

In fact, there is research that proves the effectiveness of building email lists to monetize your online business. Email lists have the highest conversion rates, even higher than search traffic. Therefore, one of the main lessons to learn if you’re looking to monetize is to start building your e-mail list immediately.

Powerful Methods for Monetizing Your List Through Email Marketing

But building and growing your email list is just the first step. To really develop the kind of relationship with your customers that will generate income, you have to take a few more steps. If you don’t have a strategy in place, you could end up spamming a lot of potential clients, and never hear from them again.

To witness your email list grow along with your income, you should incorporate the following tools and tactics for monetizing your online business.

Don’t forget to give free (quality) content first!

One of the first things that you should think about when growing your list is what value will you offer your readers (or visitors) in return for their subscription. After all, there are a lot of marketers, bloggers and online businesses vying for their attention, so why should they choose you? This question is crucial for developing a relationship of trust with your potential customers. You are essentially proving to them that you are not taking their choice to follow you for granted.

Content Marketing preceeds email marketing

Really think about the content you’ll give away for free. A lot of bloggers give away free ebooks on topics they specialize in. This is knowledge that could help a lot of people working in the same field. Others (like Tim Ferriss for example) curate their list of top apps they use each day, whether for personal or professional reasons.

If you already have a lot of blog posts on your website, select 7 of your best posts. Next, create a sequence that sends 1 per day to your subscribers for free during the course of one week.

In essence you are treating them with the respect they deserve, and establishing a meaningful relationship that could lead to monetization. Just don’t compromise on quality. Free in this case, does not mean that you can slack off and send whatever content you stumble upon to your visitors.

Use affiliate marketing in an organic way

In the past year there was a rumor floating around marketer circles that email providers are “starting to ban affiliate marketing”. Many marketers started believing the rumor, and panic started to spread. Many email services and gurus had to come out and settle the confusion, by explaining an important distinction.

The only thing being frowned up is stupid valueless crude attempts at affiliate marketing. If your emails amount to nothing more than ads for an affiliate product, this is a bad idea. If you send your reader a good page of high-quality valuable advice, then organically find a way to mention an affiliate offer – this is a good win-win.

Affiliate Marketing in Emails

Affiliate marketing is only an issue when done crudely. Don’t send your readers what amounts to a big “get this affiliate product now or perish” type of email. You’re only losing trust with the readers.

If you’re wise, you can develop a really good system where you’re giving your readers genuine life-changing advice or resources. Yet at the same time you’re also sending them to an affiliate offer that complements your advice.

Develop a paid version of your newsletter

This is highly dependent on your niche and audience. There are certain industries where a “paid newsletter” is a realistic proposition. This might be something highly specialized like a newsletter about a medical field or stock advice.

You have to find out if your specialty is something that warrants a paid-for newsletter. The first step is to trust your gut. Is this possible in my field? If your gut says “no”, then you’re probably right. If the answer is “maybe”, then do a survey or prototype sales letter and find out if there is interest.

Promote and sell your professional services (e.g. personal coaching)

There are many online experts for whom this is the their primary type of monetization. Their business model is simple: give a ton of valuable advice for free, and upsell people on personal coaching.  If these experts are smart, they make sure to keep their best “free content” for the email list. This is because it is a lot easier to convert an email reader into a paid coaching client.

Paid Coaching for Monetization

Free content in the form of blog posts and videos actually serves as a way to get people onto your email lists. You want your free public content to be so good that people say “ok, so what’s on that email newsletter then?”. And in turn, you want your emails to provide a sample for what the paid coaching experience will be like.

Create and sell your own products (e.g. books, online courses, webinars)

This is probably the last step you should be considering. Make sure that you’re first making a solid profit through the easier and simpler methods listed above. Once you’ve established that you have a list of “hungry” buyers, product creation becomes a good next step.

We’re not saying “don’t sell your product even if you have one”. If you have products from before you decided to build an email list, great! Tell people about those products in a meaningful way. Make it an organic part of your email-subscriber experience though. Just like we talked about with mentioning affiliate products. Just because it is your own product, it doesn’t mean the same rules don’t apply.


Using Lead Magnet Forms in Email Automation

August 22nd, 2016

Nothing else will get quality hot leads into your email automation as quickly as a quality lead magnet. Consider this, a lead magnet is a bundle of massive value, one that you’re giving away for free. It is so valuable that people are willing to trade their email to get it. It’s essentially the marketing equivalent of a lure; by creating an attractive and useful lead magnet you are getting people to hook onto your brand.

Using Lead Magnet Forms in Email Automation

Lead magnets are often associated with internet marketing and an ultimate goal of monetization. The idea is that this free value gets leads into your funnel, and then later your funnel monetizes these leads. If you have well built campaigns, this is like making money on autopilot.

An end goal of monetization is not the only reason you would use  lead magnets. You can also use these magnets to promote your work with people who are interested in your passion. If you are simply a blogger or a podcast website owner, and don’t want to monetize your content, lead magnets are extremely useful for building lasting relationships with your visitors; you will ensure that a larger audience interacts with you and benefits from the high-quality content on your blog.

Having in mind the importance of the lead magnet, it is paramount for you to experiment. The first factor in a lead magnet’s success depends on the type and quality of content it contains. This comes from how valuable it appears in the eyes of your visitors. You have no idea which solutions to which problems appear most valuable, until you try to find out. Research is a good first start, split testing is a decent second step.

Different forms of lead magnets in email automation


People want to read quality actionable content. Be the one who provides them with said content in the form of an ebook. The best lead magnets will promise to deliver a ton of value within minutes of the opt-in being completed by the visitor.

Ebooks should be succinct. For example, Michael Hyatt has an ebook lead magnet called Shave 10 hours of your workweek. This is a fantastic title, because it gives the visitor a hook and an incentive. After all, who doesn’t want to reduce hours from their workweek? A strong and specific lead such as this one ensures a high number of converted visitors. Meanwhile, what you don’t want to do is offer a 100-page ebook, as no one will download it (except for some voracious readers).

Businessman using a tablet, close-up

Cheat sheets

In contrast to ebooks, cheat sheets are oftentimes pretty short (not more than one page) and get right to actionable steps. Some people offer their blueprint as a mind-map, making it visual and easy to follow. Try various versions and see which one fits your content the most. These often work best when offered in the form of a “content upgrade”.

Discounts / free codes

There are many online business owners who use free codes to attract visitors and make them spend time on their website. Discounts are a fantastic way to get prospects to see your content or buy what you are selling. For example some podcasters have a deal where they can offer free Audible books if a visitor subscribes to an e-mail list or downloads some of their products (e.g. podcast episodes). The free incentive is what gets consumers through the door. Quality content keeps them coming back for more.


Offering a free webinar is another great way to interact with your visitors and get them through the door. When you offer a webinar, you’re doing more than creating a lead magnet. You are essentially reaping multifold benefits. You can establish a community of people that revolves around your expertise on a certain topic. You are establishing yourself as an expert authority figure on a particular subject and you are creating a community that is more likely to buy your products.

John Lee Dumas has a massively popular podcast called Entrepreneur on Fire. He offers a free podcast webinar training during which he has an upsell (Podcast Paradise), a private community with a course that teaches people the specifics on how to create and monetize their own podcast.

If you create a webinar, make sure it’s simple to sign in (the most popular webinars require just an e-mail address to register). Also, you should make the webinar free (but have an upsell ready for the duration of the webinar), and provide several links on your website containing a signup form for the webinar.

Webinar Online Internet Website Web Page Concept

Blog posts

Blog posts are (or at least should be) by nature actionable and succinct, and usually don’t require much time to be read. If you’ve been running a blog for a long time, chances are you have some evergreen content that is buried in your archives. Polish it and prepare a compendium of your best blog posts, and offer them as your lead magnet.

If you have a podcast, offer a short guide with some of the best recommendations from your guests on the show. Or transcribe the podcasts and offer the transcripts from the shows as a lead magnet in the form of an ebook. The podcast business is booming lately, so why not ride the wave?

Tools and products

Everyone wants to be productive. So why not give them the right tools to be productive? An effective way to get more subscribers or customers is to offer them free downloads for some of the best tools for productivity on the market.

Create a list of free products and arrange them in categories (to-do lists, calendar apps, project management apps, etc). Afterwards, start offering these products in exchange for contact details. Not only will people readily give you their information, but they will also be grateful for the products you’ve given them access to.


When creating your lead magnet, have the following best practices in mind:

  • Your choice should be based on your target audience and goals;
  • You should invest money in a great and professional design for the lead magnet;
  • Highlight the benefits for the visitors (e.g. You will lose 10 pounds in two weeks);
  • Highlight how others have benefited from the lead magnet, and add a number of subscribers;
  • Use an attractive headline;
  • Include videos of you “selling” the lead magnet.

Here’s Why Domain Reputation Can’t Be Ignored

July 19th, 2016

Are you experiencing problems with your email marketing strategy? Do your emails go straight to the Spam folder in Gmail (and other webmail services)? If so, you should consider checking your sender domain reputation.

Why you mustn’t allow low domain reputation

There are many ways to maintain your Domain reputation. This including signing your mail, keeping the lists clean and following the proper sending practices. More importantly, your brand is the number one priority for ISP filtering decisions. Thus, here are some of the reasons why you mustn’t allow low domain reputation in the future:

Inefficient email deliverability

Sending a bunch of emails to many recipients seems like an efficient marketing strategy, right? Of course, bulk emails can be a great way of promoting your products. However, be sure to maintain a high domain reputation.

Your domain credibility will determine where your emails will go – to the junk mail folder or the inbox. Webmail services detect the reputation of the sender’s IP address and the domain the emails are sent from. If the recipient’s webmail service detects that the sender is known to deliver bad content, their emails will be labeled as spam.

Also, don’t expect to have high reputation if you’ve never sent bulk emails before. This reputation has to be earned by delivering quality content and keeping your history clean of spamming and malicious mail. You can open a subdomain and send your emails from there so as to avoid jeopardizing your main domain.

Here's Why Domain Reputation Can't Be Ignored

Use the ISP’s offer to provide feedback loops that are efficient at getting information on the reason your recipients are complaining about your emails. The feedback will help you create better content and learn what recipients want.

Lastly, don’t forget to experiment with a new marketing technique once in a while. Create a consistent sending schedule to avoid spikes that may prove crucial in affecting your domain reputation badly.

Subscribers won’t receive your newsletters

Using popular webmail services like Yahoo and Gmail may be one of the reasons you can’t deliver your newsletters. These services are very strict when it comes to using their domain. Hence, if they detect low domain reputation, your emails will be automatically sent to the spam folder of your recipients. Therefore, it’s better to use your own domain to send newsletters. Just don’t forget to regularly check its reputation.

High domain reputation is built on scheduled and consistent email delivery and quality content. Avoid including only images or text in your newsletters. Instead, create newsletters with both images and simple, but creative text that will capture the attention of the reader.

Do a regular domain reputation check by using a free checker online. Checking your domain will inform you whether it’s necessary to improve your content or stay on the same path. Avoid excessive use of exclamation points and phrases like Click here or Win $1,000,000 as a clickbait.

Don’t send newsletters to many people from the same company at once. Companies have a smart email firewall feature that can label your emails as spam. Readers pay more attention to email content because it only contains important information, as opposed to social media ads.

Low sender score

The sender score is just as valuable and important as the domain reputation. These two are connected via the IP address and the mail server you are using. Furthermore, the importance of the score is measured by giving weight to many factors that must not be compromised at all.

Pay attention to the IP address ratings as you would to the domain’s reputation. Otherwise, your emails will go directly to the spam folder. By authenticating your IP address, you will avoid having a low sender score and domain reputation, which is essential in order to prove you’re not sending any spam mail.

Here's Why Domain Reputation Can't Be Ignored

Thanks to the sender authentication feature, ISPs can identify your IP address and its action of sending emails to any domain. Afterwards, the ISPs will start monitoring your emails and know whether you are abusing their permission or not. If it’s abused, your IP score will suffer and your emails will be labeled as spam.

The sender score can be negatively affected by complaints regarding your IP address. The complaint rate is important for your domain reputation and IP address. This score will not be affected if you receive 100 complaints about 10,000 emails you’ve sent. But if you receive 99 complaints for every 100 emails sent, your score will suffer a major blow.

Bad email marketing

Good domain reputation and a reputable IP address are crucial for effective email marketing. Marketing companies make a fortune by sending bulk emails to specific mailing lists. And yet, 90% of the emails were considered spam in 2012 only because businesses had underestimated the reputation of their domains.

The success of your email marketing strategy largely depends on the reputation of your domain and IP address. More than 77% of the deliverability problems are a result of the sender’s low reputation. Meanwhile, 23% of the issues can be attributed to low-quality content, whereas 6% are linked to the reputation of the domains included in the content.

To improve your email marketing strategies, you have to deliver a consistent volume of emails to your sending list. Next, avoid cold IP addresses without any reputation at all. Build your domain reputation before you start sending bulk emails and hope they won’t end up in the spam folder. Lastly, never fail to deliver quality content to your mailing list. Otherwise, your domain will get blacklisted and you’ll have to start anew.

Here's Why Domain Reputation Can't Be Ignored

Here at Emercury, we specialize in email deliverability. We’ve helped many businesses implement effective email marketing strategies. Quality email marketing is generally focused on checking the sender score, providing quality content in newsletters and having impeccable email deliverability.

Visit our official website to find out more about our email marketing strategies and quality transactional emails. We can advise you on high volume mailing, ramp ups, list-hygiene, as well as provide email template creation services. We are known for our affordable pricing and quality email marketing services. If you choose us, you can rest assured that your brand will enjoy strong domain reputation in the long run!

Why IP Reputation is Important to Email Marketers

June 7th, 2016

As an email marketer, you probably spend a lot of time crafting appealing emails that should make the customers roll in. But all that time and effort goes to waste if your marketing messages don’t reach the inbox of your customers in the first place. Deliverability is the key to a successful email campaign, and IP reputation is one of the crucial factors to make it happen.

As a matter of fact, IP reputation not only influences email campaigns, but has an impact on the entire brand, too. When you run email campaigns from IP with bad reputation, they land in the spam folder, which may have a lasting negative image on your brand as whole. Therefore, establishing and maintaining positive sender reputation should be an important goal for you.

Why IP Reputation is Important to Email Marketers

How IP reputation affects the deliverability of your emails

Sender reputation is essential in the process of determining whether a particular email will reach the receiver’s inbox or will be marked as spam. Some emails even get rejected and they never reach any of the receiver’s email folders.

IP reputation is directly associated with the sender reputation. Internet service providers (ISPs) are evaluating your IP address based on several factors and then rank it using their own algorithms. Good IP reputation means that you are considered a trustworthy source and your emails should be delivered to the assigned addresses.

The sender score changes depending on your sending habits and the responses of the recipients to your emails. In order to build and maintain strong IP reputation and get your email campaigns to your customer inbox folders, you’ll need to understand the scoring factors. There are many aspects that ISPs evaluate, but we’ll go through the most vital ones:

  • External reputation – This scoring factor evaluates how your IP address compares to other IP addresses on external blacklists and/or whitelists. If your IP address is listed on any blacklist, it significantly decreases your IP reputation. Bad IP reputation is one of the most common reasons ISPs block email messages. Thus, you’ll have problems delivering your email campaigns.
  • Receiver complaints –  ISP algorithms evaluate how complaints about your IP address compare to other IP addresses. They calculate complaint rates compared to accepted mail.  The more complaints there are, the worse your sender reputation gets.
  • Unknown users – ISPs track how often your IP address attempts to send emails to non-existing addresses. As people often change email addresses, even well-managed email lists may contain some invalid addresses. If your mail server attempts to deliver messages to many invalid addresses, it will look like spam activity. This will dramatically lower your sender reputation
  • Message volume and frequency – If you have a new IP address or haven’t sent a lot of emails from it yet, the IP has little or no reputation. If you start blasting big email campaigns one day, your mail server would look like a machine compromised by a spammer. This will inevitably lower your IP reputation and even get it blacklisted. This may also happen if you go to extremes in sending many emails/sending none in different time periods.

How to ensure strong IP reputation

Having the crucial factors in mind, there are several things you can do to build and maintain high IP reputation.

1. Minimize the complaints

The sad truth is that you can get spam complaints even from customers that have subscribed to your mailings. They sometimes forget they’ve subscribed to your list, or find your content irrelevant but can’t find the unsubscribe link. To reduce complaints, clearly state your unsubscribe link in every email message you send.

You can’t impress everyone, so it’s better to let people unsubscribe than risk getting on their spam list. Make sure to remove everyone that unsubscribes or complains about your email from your mailing list.

Why IP Reputation is Important to Email Marketers

2. Verify your email lists

Oftentimes old or purchased email lists contain many invalid email addresses. Collect addresses using a confirmed opt-in method and verify old opt-in lists for validity. After each mailing, remove addresses that will bounce to prevent sending emails to them over and over again.

3. Check if your IP address is blacklisted somewhere

Make sure the IP address you’re sending messages from is not included in any of the common blacklists. In case you find it blacklisted, it’s important to immediately start working to get it de-listed. Check what got your IP address there and keep an eye on your mailing activities so they won’t lead to blacklisting issues again.

4. Pay attention to the number and frequency of messages you send

Don’t try to build your sender reputation quickly. Setting up a new IP address and sending your emails from it won’t guarantee that your emails avoid the spam folder. A brand new IP with no history of email activity is actually considered suspicious by the ISPs.

Therefore, take the time to “warm up” your IP address. Start by sending small blasts of emails and slowly increase the volume. If you need to send many emails fast, use multiple servers and multiple IP addresses. It’s better to introduce your address to the spam filtering services slowly than make efforts later to remove your IP from spam lists.

Why IP Reputation is Important to Email Marketers

5. Use a dedicated IP address

Sending your emails from a shared IP address means that you share the sender reputation with other users. Thus, someone else’s activities affect the sender score and influence your deliver rates. With a dedicated address, you are the only one responsible for the IP reputation and you can build it up over time as you wish. You should also make sure to use a static IP address to have complete control over the success of your email campaigns.

6. Have all authentication records set up correctly

IP authentication proves that your sender information is correct and you aren’t involved in email forging of any kind. Emails that don’t pass authentication checks can easily end up in the spam folder or even get rejected. Many ISPs use authentication to track sender reputation, too, so you need to be sure that no one can damage your reputation with forged emails.

7. Check if someone else has been using your server or IP before you

Setting up a brand new IP address doesn’t guarantee that it will come with no negative reputation. If someone has been using the address before you, you may get it with existing poor IP reputation. In this case, your messages will automatically land in the spam folders of your customers. Hence, before you start sending emails actively, check the blacklists and gradually “warm up” your IP address to ensure good IP reputation.

Why IP Reputation is Important to Email Marketers

Take your email marketing campaigns to the next level

Now that you’ve learned how to get your messages into the inbox of your customers, it’s time to think about open rates and click through rates. We’ve created Emercury to help you, as an email marketer, understand the best delivery practices and provide you with a tool that can actually increase your delivery. We offer services that will make your job easier. Check them out here.

Little Known Tricks for Email Marketing Success

April 18th, 2016

When it comes to obtaining email marketing success, there are a couple of important tricks you must know. With the growth of technology, one would think these are the golden days of marketing for anyone who tries it. However, email marketing is not quite as simple as it once was. Technology has in some ways made it more complex than it used to be.

However, of all the different kinds of Internet marketing that you need to master, email marketing should be at the top of your priority list. There’s a reason an almost folklore like saying has developed around this: “The money is in the list!” – as they say.

Little Known Tricks for Email Marketing Success

Email marketing success tricks

All modern companies know that email marketing plays an enormous part in a solid advertising strategy. Email marketing in its most basic form has been around for a long time. Throughout the years, email marketing has evolved into a much more sophisticated advertising form.

The basic rules and guidelines that were once applicable to email marketing success have also evolved. Even though email marketing success is much harder to obtain than before, it’s definitely worth the effort.

The importance of timing

Assuming you have an opt-in mailing list, you have to introduce yourself as soon as your potential clients subscribe. People usually know what your business is about when they subscribe. However, you can set up an autoresponder email in which you will introduce your business exactly the way you want to.

Timing is key, so you must set up your email service to send welcome emails the moment subscribers opt-in. As for news and other emails, discover what the best time of the day is to send your mail. Your potential clients could be located all across the globe, so try to work out a schedule that functions across different time zones.

Little Known Tricks for Email Marketing Success

Mail content and format are key

Whether it’s a regular newsletter or a special promotion, you must do your best to attract and retain the attention of your subscribers. In order to keep email engagement at a high level, you have to craft your emails carefully. Go through your past email campaigns and check which ones were the most effective.

The subject line of an email plays a huge role in determining whether that email is going to be opened at all. Try to keep subject lines short and sweet. The content of your emails should follow a friendly conversational tone and always stay true to the character of your company. Your campaigns should strengthen the relationship with your subscribers and increase engagement.

Know and value your audience

In case you’ve been entertaining the idea of buying a mailing list, forget about it. Take the time to grow an opt-in mailing list because that way, you’ll know for sure that your subscribers actually want your emails. Companies that have grown their permission-based mailing lists have a much higher engagement rate than those who have bought premade targeted mailing lists.

Customizing your emails shows the recipients that your company truly cares about everyone on your mailing list. You can use the info subscribers share with you to address them by name or gender. You can even celebrate their birthdays by offering a special deal or promotion.

Little Known Tricks for Email Marketing Success

Invest in top-notch mailing tools

A good share of attaining email marketing success is due to first class mailing software. When choosing an mail service provider, make sure you go for an established company. A verified and legitimate email service provider will never have your emails wind up in the junk or spam folders of your subscribers.

The email service provider you choose should provide your company with a wide array of mail testing and customizing tools. It would be best if you could find an email service provider with solid anti-spam protection and spam testing tools. Your email provider should notify you on bounce emails and take appropriate action because too many hard bounces can hurt your email deliverability.

Measure and set objectives

You can’t manage what you don’t measure. If you want email marketing success, set your objectives and constantly measure the results of your email campaigns. Test different methods, from subject lines to text copy and different email designs, and see which approach works best for your audience. Email analytics and reports are your best ally in attaining email marketing success.

You can track your emails and know everything that happens after you send out your campaign. With email tracking, you can obtain metrics and statistics about all interaction with your emails, from opening emails to link clicks. Add trackable links and use attachment tracking to discover how users interact with additions to your campaign.

Again, a good email service provider will give you all the tracking and analytics tool you need to succeed.

Follow through with your campaign

There is no such thing as the perfect marketing campaign – just a marketing campaign that resonates with the targeted audience. Once you learn how to fine-tune your email campaigns, the desired results will follow in no time. The metrics you obtain by measuring can be used to automate campaigns that will lead to huge email marketing success.

It doesn’t make a difference whether the goal of your campaign is increased traffic, click-through rates or purchases. You can use the reports for your past campaigns to learn about your subscribers and achieve better results each time.

Little Known Tricks for Email Marketing Success

A partner that can guarantee email marketing success – Emercury

Emercury is a marketing platform that helps managers, publishers and marketers attain email marketing success in the easiest way possible. We provide the perfect array of email marketing products and services, regardless of your level of email marketing knowledge or expertise. Beginners, marketing pros and everyone in between can experience success in marketing with our help.

Our products and services have been used for marketing campaigns all across the world.


  • Email Lead Generation
  • Transactional emails
  • Email marketing software
  • High volume mailing
  • Email Automation Marketing
  • List Hygiene
  • Email Marketing
  • Campaign Management

With our all-encompassing services, we are the perfect partner for guaranteed email marketing success. From template creation to overall email campaign management, we have it all covered. To get one more load off your back, we also provide unlimited storage for image hosting.

At Emercury, we meet all industry guidelines and are fully compliant with the CAN-SPAM Act. High volume mailing, transactional emails and advanced list management tools are all included. We will ensure that your mailing list is always clean from spam traps and your company will never face spam trap problems or get blacklisted.

Attaining email marketing success is easy if you have the right partner by your side. With Emercury, you can easily manage your email marketing campaign and achieve the results you’ve always aimed for.

  • Forever Free Plan

    We don't restrict any features on the free plan because we want you to get used to using all the features so when it's time to graduate from 2000 emails or 12,000 sends you will continue to use our services.