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[Prefer to listen to the audio blogcast? Listen on Apple, Spotify, Google or Anchor or say "Alexa play the Everything Email Marketing podcast"]

Here’s one of those things which can be subtle, and yet so critical. It can bite you in the back without your realizing it, and then six months later you wonder why you have gangrene in your knees – it’s that difficult to connect the dots. Until someone tells you about it and then you have that forehead-slapping moment – of course!

Setting and meeting subscriber expectations will have a direct – and demonstrable – impact on your email deliverability.

Put another way – if your subscribers expect one thing, and you instead deliver another – they are going to stop opening your email, and start reporting it as spam. Yes it really is that simple.

And of course the very act of not opening your mail will affect email deliverability (you do know that some ISPs track your open rates and adjust your delivery accordingly right? If nobody opens it, they consider that a sign that nobody wants it, and into the junk folder it goes.)

And if your users are reporting your email as spam all bets are off.

This is what often gives rise to the age-old complaint “Why are they marking it as spam when they asked to get my email?”

Because they asked for one thing, and you are sending them another.

Again, it really is that simple.

Now, this situation can happen for a number of reasons, but the most common are:

– You really are sending them what you told them you would, but somehow you didn’t communicate to them effectively what you would be sending them, so they expected something else.

– You really are sending them what you told them you would – and you are also sending them third-party offers within the email you are sending them.

– You really are sending them what you told them you would, but you are also sending them other things which they did not expect, and so did not sign up for.

– You told them you would send them something – but what you really are sending them is something just a litle bit (or a lot) different. <nudge nudge> <wink wink>

These are, by the way, listed in order from least bad to worst practices, both in terms of how it may affect your deliverability, and in terms of best practices generally.

Fortunately, all of these can be corrected quite easily. In most cases all it really takes is changing the wording of your offer to make sure that people who sign up for your lists really know exactly what they will be getting from you – and how often.

If your reaction to that advice is “But if I tell them exactly what they’ll be getting, many fewer people will sign up,” well, then, perhaps it’s time to rethink your emailing model altogether. Because if you don’t, eventually the ISPs and blacklists are going to rethink it for you.

Your homework for today is to go back to where your subscribers sign up for your lists, pretending that you are an end user coming to your site for the first time, and ask yourself “Given what I see here, what would *I* expect when I signed up for this mailing list?” Then ask yourself – is that really what you’re giving them?


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