How to get the most out of your email marketing campaigns
Posted: Mon Dec 23, 2024 6:54 am
Email marketing works and is becoming an essential tool in any online campaign: it offers a unique mix at a low cost, fast and measurable results and the possibility of establishing a personalized dialogue with users.
Start 2010 by setting some goals to get the most out of your email:
Choosing an influential and trusted provider for email marketing
In the age of freeware software and free content, we might wonder why we should pay an ESP (e-mail service provider) for our email campaigns. Choosing a reliable provider for your email marketing can really make a difference: first, to ensure that the emails you send actually reach their recipient (and are not just sent); also to have advanced statistics on your campaigns and to obtain valuable and fast advice on different aspects (privacy, best practices, html optimization, etc.) and to have access to assistance, professional knowledge and the most up-to-date technology at all times. Your ESP can be not only a technological provider but also a strategic one.
Pampering mail delivery
Email delivery, the percentage of messages that actually reach their recipient in relation to the total number of messages sent, is increasingly a shared responsibility between the ESP and the company. On the one hand, the ESP must clearly guarantee technical solutions to increase this reception (contact management with ISPs, IP monitoring, DK/DKIM authentication, ISP Throttling, feedback loop management and correct configuration of the DNS used to send messages); on the other hand, the company must follow best practices to build a good reputation and stimulate the interest of its own contacts, not only through the content of the emails, but also by respecting users with a clear contact acquisition policy, a reasonable frequency of sending and the possibility of easy unsubscribing. This is an ongoing process, monitored regularly to identify possible corrective actions in a short time.
1. Manage your own database
The acquisition of an email address is only the beginning of the african mobile number dialogue between the brand and the user. It is not the quantity of contacts in the database that counts, but the quality, i.e. the extent to which they react to the company's messages and how much they participate. The cleanliness of our database is one of the key elements of our reputation. The database is cultivated, stimulated and analyzed:
• Cultivate it because it is subject to change (new users signing up and others unsubscribing) and wear and tear (remember to regularly clean the blacklist and constantly monitor the number of inactive users).• Stimulate it in order to generate good returns and commitments.• Analyze its evolutionary dynamics to know which users are sensitive to which content.
2. Build a journey for each userForget about bombarding them with impersonal emails, sending a single message to the entire database. To stimulate an already hyper-solicited user, you need relevant messages that follow their journey of interaction with the brand. • Have they just signed up? Offer them a welcome email to communicate the types of messages they can receive: offers, tips and tricks, ideas, etc. • Have they just made a purchase? Suggest complementary items, advise them on how to get the most out of their purchase, send them a survey to assess their point of view as a customer. • Are they one of the top buyers? Reward them with previews and special offers. • Do they not open or click? Try to incentivize them with another offer, or consider reducing the frequency of sending. • Is it their birthday? Give them a gift!
Start 2010 by setting some goals to get the most out of your email:
Choosing an influential and trusted provider for email marketing
In the age of freeware software and free content, we might wonder why we should pay an ESP (e-mail service provider) for our email campaigns. Choosing a reliable provider for your email marketing can really make a difference: first, to ensure that the emails you send actually reach their recipient (and are not just sent); also to have advanced statistics on your campaigns and to obtain valuable and fast advice on different aspects (privacy, best practices, html optimization, etc.) and to have access to assistance, professional knowledge and the most up-to-date technology at all times. Your ESP can be not only a technological provider but also a strategic one.
Pampering mail delivery
Email delivery, the percentage of messages that actually reach their recipient in relation to the total number of messages sent, is increasingly a shared responsibility between the ESP and the company. On the one hand, the ESP must clearly guarantee technical solutions to increase this reception (contact management with ISPs, IP monitoring, DK/DKIM authentication, ISP Throttling, feedback loop management and correct configuration of the DNS used to send messages); on the other hand, the company must follow best practices to build a good reputation and stimulate the interest of its own contacts, not only through the content of the emails, but also by respecting users with a clear contact acquisition policy, a reasonable frequency of sending and the possibility of easy unsubscribing. This is an ongoing process, monitored regularly to identify possible corrective actions in a short time.
1. Manage your own database
The acquisition of an email address is only the beginning of the african mobile number dialogue between the brand and the user. It is not the quantity of contacts in the database that counts, but the quality, i.e. the extent to which they react to the company's messages and how much they participate. The cleanliness of our database is one of the key elements of our reputation. The database is cultivated, stimulated and analyzed:
• Cultivate it because it is subject to change (new users signing up and others unsubscribing) and wear and tear (remember to regularly clean the blacklist and constantly monitor the number of inactive users).• Stimulate it in order to generate good returns and commitments.• Analyze its evolutionary dynamics to know which users are sensitive to which content.
2. Build a journey for each userForget about bombarding them with impersonal emails, sending a single message to the entire database. To stimulate an already hyper-solicited user, you need relevant messages that follow their journey of interaction with the brand. • Have they just signed up? Offer them a welcome email to communicate the types of messages they can receive: offers, tips and tricks, ideas, etc. • Have they just made a purchase? Suggest complementary items, advise them on how to get the most out of their purchase, send them a survey to assess their point of view as a customer. • Are they one of the top buyers? Reward them with previews and special offers. • Do they not open or click? Try to incentivize them with another offer, or consider reducing the frequency of sending. • Is it their birthday? Give them a gift!