No other application on the market provides more protection, or provides greater results - primarily because we built TailoredMail from the ground up with these principles:

• Give users control of what they get: When it comes to email, less is more. Email is the first and last application your customer usually interacts with during their business day, and it has become a mission critical communication tool for them - so why would you send the same message out to everyone? We believe there's only one way to do this: ask your users what they want from you.
  
  Provide them with granular topics of interest to choose from, what context of information is relevant or what role do they play ("send me sales info" as opposed to technical details, for example). Provide a choice of keywords they can choose from...gather as much information as you can - so that once they subscribe - you can immediately deliver relevant info to them if its available. This instant delivery of your content reinforces your brand and the relationship you have started.
  
  Once the email arrives, there should be numerous options for managing the email. We provide double opt-in and single opt-in capabilities to our clients, and also allow users to unsubscribe with a single click. Users also can improve the emails they receive by selecting which topics should appear first - as the top 2 inches of your email MUST engage the user - or they're gone...and they will begin to ignore them in the future once they begin to feel that the content they are receiving isn't relevant.
   
• Give them delivery preferences: Let your users choose how often they are willing to receive emails from you; once a month, once a week, anytime you have something new - etc. This removes the worry of whether an email "might be too soon to send since the last broadcast" - TailoredMail manages that for you - and gives users a one-click link in every email to change these preferences.
  
  Allow them to choose from preferred formats, such as HTML and Text - rather than send HTML only or the ill-advised "multi-part-alternative" (often termed "sniffer"). Even though about 5% of your audience MUST receive text email in order to read it, an additional 5-10% PREFER text over HTML. Most of these people view HTML and graphics as a sign of SPAM and hype. If you say, "so what...we send HTML to everyone" - you're setting yourself up for disaster...lost business and spam claims. Don't forget, there are more than 18 major email clients to worry about - and HTML formatting is unique to every single one of them...so what you think you're sending out looks good, can likely be broken and out of alignment in more than 50%, not to mention that Lotus Notes still dominates many business users...have you ever seen one of your HTML emails on older versions of that platform? You would be embarrassed.
   
• Capture and store permission data: Be sure to electronically document the origin of the permission, their IP Address and all relevant subscription data they offered at sign-up. Not only is it a proven fact that "asking" for more data at sign-up assures a greater long-term relationship, but it also provides your company with the greatest possible opportunity to deliver highly relevant content. TailoredMail gives you unlimited capabilities for capturing data and feedback from your subscribers. In each and every email your users receive via TailoredMail, they can edit their preferences with a single click. You can even set up TailoredMail to control how many articles an individual can receive, how often, in what priority (e.g. what types of articles should go first based on their preferences) - and much more.
   
• Create a SPAM-FREE network: TailoredMail has white-list agreements with all the major ISP vendors (e.g. AOL, Yahoo, Hotmail) so that any complaints you might receive won't immediately turn off all email from your company to that ISP - which can have devastating results. Ask anyone who has been blacklisted (many are done unwittingly by marketers who lack experience in this area). Your emails need to have a delivery governor on them so that you don't send too many emails at the same time to one of these ISP's - if you do, they'll flat-out reject them and report your domain as Spam. TailoredMail spreads these out over the entire broadcast - so you stay out of trouble.
  
  You should also create an internal email policy for your company, and centrally control the outbound email programs they are deploying. The network of people within your company (different divisions/groups, different markets/countries, salespeople, customer service, marketing, etc.) can unwittingly send out too much email, in different looks, with different messages - creating a customer nightmare.
  
  TailoredMail allows you to centralize your newsletter and campaign programs into one, complete with a centralized "subscription" page that users can log-in to in order to manage their entire permission-relationship with you. The system can also manage the overall frequency with which users can be emailed - preventing your company from accidentally sending too much email. The system allows you to create multiple, lockable templates so your brand and look/feel aren't compromised. Multiple authors can be set-up to create and collaborate on content, complete with a centralize "article" and "image"  library for sharing between departments. Multiple languages can be set up so a worldwide marketing effort can be easily managed.
   
• Keep your content Spam-Free: The biggest trend today that gets you into Spam trouble are the Spam filters that many ISPs and corporations are setting up in large numbers. You can't blame them - the madness has to stop for email to remain a valuable communication tool. But, if you format your HTML, content body, subject line, email header - and more - incorrectly, you're asking for trouble. TailoredMail cleans out all these mistakes so you don't have to worry about unwittingly raising the "Spam Score" these filters apply. The higher the score, the more likely you're email will never be seen by your audience. We constantly monitor these systems and their methods and advise you on what words to not use.
  
  Additionally, each and every email should provide multiple ways in which to be removed; replying to the email and one-click unsubscribing. Both should be instantaneous - if your system has a latency period for processing this, you are at risk of serious repercussions. Don't take a risk - make it dead simple for your users to get off your list.

The bottom-line: Your focus should be on capturing the right preference data from users up-front, creating compelling content, and getting comfortable with the marketing notion that when it comes to email - sending less is better. By taking a look at the different types of content your clients want, the different context of what, how and when they want to read it - can be the most vital part of your strategy. And letting a vendor like TailoredMail help you deliver Spam-free, engaging email will build customer retention and prospect development like you've never experienced before.
 

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