A recent Next Web article about Fab.com caught our attention. Fab is in the business of promoting limited-time retail goods offers. Their success is predicated on the ability to use email as an effective marketing tool, and what’s special about Fab is that they’re willing to send less. Stop for a moment and consider the ramifications of a marketer voluntarily sending less email, something that we at Message Bus, an email infrastructure company, have been promoting since we were founded.
What happens when you finally live the paradigm of ‘less is more’?
The first thing that happens is your list gets smaller; your house file shrinks because you go through it carefully and draw a bright line separating active from inactive users. This is when something magical happens: as your list begins to shrink, the total value of your active users begins to increase.
Two fundamental changes occur when you stop sending email to users who really don’t want to receive it:
1. Because the people most likely to complain are the ones that don’t want to receive your email, you increase the likelihood of delivering emails to those that want to receive them by proactively decreasing the potential for complaints, bounces and other negative feedback.
2. As your overall open, click-through, and conversion rates increase, so does your reputation. You will increase the likelihood that active users receive your messages in the inbox. Essentially, by being just slightly less zealous you’ll improve all the metrics your boss cares about.
Finally, there’s an important derivative benefit: if you use a 3rd party to deliver your emails, your campaigns become more cost-effective to run, with increased ROI against a more highly-engaged user base.
Message Bus provides built-in segmentation tools to ensure compliance and best practices while providing a rich source of data through our Stats API that allows you to clearly and easily understand which of your users are engaged, and those you should stop communicating with.
This is a growing trend among mailers
Fab.com isn’t the first company on the Internet to think innovatively about their mailing practices. LinkedIn kicked off the New Year by informing subscribers to their “groups” feature that they would no longer receive group digests because they either hadn’t opened them or hadn’t clicked into the group. Since I’m guilty of signing up for groups that look interesting and promptly ignoring them, I was subsequently unsubscribed from several groups. Do I miss the emails? No, and I probably have healthier wrists from having to manually delete fewer messages.
The point isn’t to stop sending email, it’s to send email smarter by leveraging user engagement data to drive your decisions. You know your users better than anyone else, a clear definition for the meaning of an “active” or “engaged” user in your business is the key piece of information you need to optimize your targeting and segmentation by chopping off disengaged segments of your list.
The Message Bus Advantage
We’ve made a conscious decision to be different and are betting the market is ready to embrace change. Our founding principle isn’t only that email shouldn’t be hard; it shouldn’t pit senders against receivers. It should put recipients – everyone’s shared customer – at the center of the universe.
We’ve engineered a platform that respects the recipient, both the domain and the individual, by immediately processing negative feedback. Compliance across domains has been programmatically built into the application as well as a network effect in reducing the likelihood that you’ll hit a hard bounce.
The Message Bus Platform achieves messaging nirvana by applying global intelligence on a local basis. What do I mean by this? One of the advantages our sender community receives is a global hard bounce rule. When a mailer hits a verified hard bounce (55z) error with a corresponding DSN that truly denotes it as a hard bounce, we suppress that address across our entire customer base.
We’re working to make it so that not only can you be just like Fab, but you can enjoy actually reaching the customers you want to reach without managing multiple integrations and complicated IT infrastructure.
Sr. Product Marketing Mgr.