by Erick Mott
Every business wants to maximize the value of its brand in the online arena. However, rising levels of phishing, spam and other online exploits are causing stringent email filtering by ISPs, enterprises, education and government organizations -- and consumers are more cautious (ie Email Insecurity Factor) about interacting online with unknown or untrusted brands.
In order to stand out from the flood of spam and other illegitimate online activities, and build trust with consumers and email receivers such as ISPs and anti-spam systems, legitimate businesses must apply the tenets and best practices of Email Reputation Management (ERM) to maintain positive online brand equity, trust and operational effectiveness.
ERM is a necessary discipline or set of best practices for any organization using email and the Web to conduct good business and create competitive advantage in the Internet Economy. From Habeas' perspective, ERM encompasses (7) core elements:
- commitment
- online identity
- compliance
- infrastructure
- consumer assessment
- feedback processes
- third party certification
A proactive approach to email reputation management ensures an entity will maintain a positive online reputation which will improve a business's email inbox delivery rates, email response rates, Web site traffic volumes and performance, and ability to partner with other organizations online.
I recently had the pleasure of working with innovators like Sal Tripi from Publishers Clearing House and Tim Denike from Socializr to discuss and uncover how they're applying email reputation management best practices for their successful operations. Learn more about how these leaders are increasing revenues, protecting online investments and brands, and reducing costs with ERM services and expertise from Habeas. Download a free white paper including tips, best practices, and ROI scenarios that were created with an interactive ROI calculator available from Habeas.
With a slowing economy and growing online community including increases in spammers and daily spam volume, ERM gives marketers, brand stewards and technologists an edge. I recommend reading this new white paper.
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