Since Google banned payday loan advertising, we have seen a rise in the size of databases we clean and have been approached by many payday loan companies for advice in email deliverability. Many have been out of the email marketing game and have to re-learn everything they knew 5 years ago. This article may help.

Follow best practices for acquisition

Everyone is tight on money in America and are not willing to fill out your forms so easily as before. Payday loans leave a bad taste in their mouth because they know that they need the cash but are not happy about the terms. When creating your advertisements, start focusing on them and not your client. Getting in the mind of the consumer is key to gaining attention. Shorten your questionnaire. The longer they are filling out personal information, the more likely they will stop right in the middle of it. Use keywords and expand on them. Your keywords were important for SEO but more important for your audience. Use pain as a statement.

Partner with an expert

As I always say, email marketing changes dramatically every few months. Find an expert who has been in the game since the beginning. Partner with them in some form or fashion. Their knowledge is invaluable. Email marketers keep their secrets. You want to stay close to them and always have an ear to the ground.

Conduct routine list maintenance

How do you know that you have no bounces? ISP’s now do not even send back bounce messages if they block you. Your system says it’s a delivered email but there never was an SMTP handshake. It’s always good to run a sample of your list through an email verification company. The results are always surprising.

Email deliverability tips

Long winded messages do not work at this time. Keep it short. Do not use redirect links nor use domains with whois privacy. Domains should be aged just like your company and always have an abuse contact. Ignoring spam fighters is a bad idea as well. Monitor your inbox and keep your list clean of complainers.

Email List Validation

Validation is removal of threats like litigators, complainers, traps and bad mx settings. It’s the first step you do before verification. Every list has traps and complainers in it regardless of the size. One always needs to validate their list before doing verification.

Email List Verification

Verification makes sure the email is good or bad. It’s the final removal of bounces or some type of return path that can harm deliverability. Every email list needs to go through verification at least once a month to make sure you are not being blocked. As I mentioned above, mailer server administrators will block you but not send a return path. You may think you are delivering mail, but you are not. Verification makes sure you are not sending bad emails into a mail exchange server.