Weekly Email Marketing News Digest
This week, we’re looking at the fundamentals of email marketing – why it continues to be relevant and important, as well as why we need to ensure that deliverability is the top priority for marketers.
If customers do not receive your email, it means that they are not going to buy from you – plain and simple. That’s because they’ve not heard about your great new product, or that huge weekend sale, which means they won’t take action. The result? Your email ROI suffers. That’s a big deal since email continues to be the main channel that businesses rely on for ROI.
Return Path‘s Inbox Placement Rate (IPR) Benchmarks Report shows that 22% of marketing emails that subscribers had opted-in to did not reach inboxes in the first half of 2013. 18% were blocked or went missing and 4% were delivered to spam or junk folders. The Inbox Placement Rates have declined since 2012 by 4%. The biggest decline was seen in Asia Pacific, which fell by 22% to 64%. One-third of all marketing emails sent there were never delivered.
The Return Path results call to mind the importance of not just deliverability, but working with an email solution and partner that is able to ensure your sender reputation and sender score are in good standing with the ISPs.
Responsive design and behavioral targeting are all well and good, but before embarking on ambitious advanced tactics, it’s critical to get the basics right first.
- List growth: Ensure that interested subscribers are able to join your list without obstacles and they receive validation, on-boarding and welcome transactional emails in a timely manner.
- Content: Send your subscriber base regular and strong messaging about your products or services.
- List hygiene: Are you CAN-SPAM compliant? Are unsubscriptions and bounces being removed in a timely manner?
- Reactivation: Do you have a reactivation process in place to re-enagage with inactive subscribers.
- Testing: Is testing a central part of your email campaigns?
If you are not following these email best practices when it comes to these items in the above list, then you should probably get that in order before moving on to advanced features.
A recent study shows that 11% of marketing emails had one or more broken links. In addition, 9% of emails read on mobile phones and tablets had one or more broken links. More than 5% of all emails contained a broken image. Usability and readability issues have negative repercussions on a brand’s reputation so it’s important to ensure that email campaigns are effectively executed and deployed.
What are some of the deliverability myths you have heard throughout your career? Here are some of the common ones:
- Myth 1: Deliverability is all about who you know at ISPs.
- Myth 2: You can’t use certain words in subject lines.
- Myth 3: Deliverability is a black art that few people understand.
- Myth 4: Deliverability experts work for the “other team”.
For more information on why these myths have been debunked, check out the original article.
Want to find out how to reduce your email costs as well as ensure that your email is getting into the inbox? Download our free eBook on The High Cost of Free Messaging Software.