Keys to the success of any email marketing campaign

The email marketing has become an essential channel of communication marketing strategies, not only as a tool used to improve the visibility and awareness of a brand, but also as key to attracting and retaining customers piece, as well as the promotion and sale.

As a consequence of its excellent profitability ratios, with an ROI of 40.53 dollars for each dollar invested (or 30.50 euros for each euro invested), the volume of emails sent has grown exponentially, reaching at times a point of saturation. For this reason, the ability of these types of messages to reach their addressee is currently a critical step for the success of any email marketing campaign . In fact, according to a study conducted by Experian Marketing Services, currently the rebound rate of campaigns is around 20%.

Deliverability or “deliverability” is the percentage of communications that actually reach the target audience and, as such, is one of the keys to direct marketing. In the particular case of email marketing , the deliverability is affected not only by the percentage of bounces, but also by the ability to reach the user’s inbox and the message does not end in the “spam”, which is one of the biggest concerns today for any company.

Succeeding in an email marketing campaign implies a higher level of demand, in addition to demanding relevant and quality content for your recipient. It requires knowing and involving the target of each campaign, as well as overcoming the challenge of reaching the recipients’ inbox, essential to obtain a satisfactory conversion ratio, whether in sales, in brand recognition or even for messages transactional

This implies that the contact data is verified, the delivery infrastructure is reliable, stable and efficient, and overcomes the main barrier posed by the filtering systems of Internet service providers (ISP), increasingly sophisticated and strict as consequence of the increase of fraudulent emails, spam emails and phishing practices (personal identity theft).

Indeed, we can conclude that 77% of deliverability problems are related to the reputation of the sender of the email. This reputation depends mainly on technical aspects such as the domain of sending and the IP addresses used, as well as aspects of its content such as the title, text of the email or the HTML tags used.

Each provider of Internet services or webmail (Hotmail, Yahoo !, or Gmail, being the most representative of these free email services), has its own control system against spam, intentionally unclear in order to fight against spam and phishing, periodically validating the quality index of each sender based on factors that can range from user complaints (click on the button of “spam” by the recipient), behaviors of use of these users (openings, clicks, downloads, etc.), the contents of the email, the bounce rate, traps used by senders for “spam” and authentication systems. Of all of them, undoubtedly, the complaints of users are the most critical factor, which can classify the sender during a period of time as “spam” or block your account, preventing the sending of the campaign.

Taking into account these issues, among my main recommendations to ensure the “deliverability” of an email marketing campaign with high conversion rates on the defined goal, I would highlight:

  • Make sure that the message meets the expectations of the recipient. The content of the email is the key to success. For this to be relevant it is essential to know your target and send information of interest.
  • Do not saturate and insist sending messages to users who show disinterest by not opening a single email in several months. Recency is the time that has elapsed since the last interaction that a user has made with an email, and must be minimized as much as possible, facilitating the option of choosing the frequency and volume of shipments to receive, and also considering making specific campaigns (more aggressive in terms of promotions and advantages), for those who have not interacted in a longer time.
  • Simplify the process of lowering the subscription by the recipients. Doing it in this way will not adversely affect the reputation of the sender, which does occur when a customer makes a complaint of spam unlike a complaint without further ado.
  • Avoid the use of words identified by Internet service providers as “spam” words such as: free, gift, urgent or promotion.
  • The format of the message and its links (HTML code) demand professionalism and care must be taken to the smallest detail. We must also consider that the rules for creating a web page are not always applicable to an email, such as the use of a colored background, which would cause a message to not be displayed properly in a mail client, unlike how it would appear on a website.
  • Debug shipping databases to reduce the rate of bounced emails(emails not delivered by incorrect or non-existent addresses). This aspect can lead the ISP to include the sender in a blacklist of spam.

In conclusion, it is so important to communicate and contact the client at the right time with content of quality and relevance, such as professional email marketing management tools , high quality and with full deliverabilityor “deliverability” guarantee . These email marketing providers allow you to maximize your reputation through IPs that guarantee greater delivery, offer an advanced monitoring of the emailing activity to calculate the ROI of the campaigns and thus adjust the future, and facilitate the management of the email strategy global marketing can segment the maximum detail.

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