Email marketing is easily the most cost effective and powerful marketing tool for engaging with past, new and prospective customers. However, most businesses fail to really utilize the potential of this extremely useful tool. This is because they focus on content and creatives, and forget the rest. In terms of email reach, inbox deliverability of emails is the most crucial aspect of any email campaign. Sometimes, the most relevant, creative and awe inspiring email campaigns may go to waste because the emails fail to hit inboxes. So how to get out of this rut? Read on.
Maintain Mailing Lists
You may have a very long and impressive list of email ids that you intend to reach out to. However, these lists require regular curing because a lot of emails may not be working. Those who have provided you with their professional email addresses may have moved on to other jobs, leaving their emails inactive and if you have purchased or rented mailing lists, they may not all be to users that are relevant to you. So before you begin with your campaign, spend some time with your mailing lists. Correct incorrect addresses and remove the unresponsive or inactive ones.
The only way to understand and optimize the performance of your emails, is to stay on top of user activity and email responses. This also goes a long way in improving deliverability. Check both hard and soft bounces, number of unsubscribers, open rates, click throughs and complaints. Those who are not interacting with your emails should slowly be left out of your mailing lists because they are the most likely to report you as spam. This not only affects your deliverability, but also hurts reputation.
The Engaged Subscriber is Your Savior
To make your campaigns meaningful, focus should be on subscribers. The contacts, who regularly respond to emails are the ones you should be most concerned about. It is imperative that you continue to send them important and relevant information. Focusing your marketing efforts on such contacts is more likely to yield good results.
Focus on Content
It cannot be said enough – content is king. So if you really want people to relate, respond or engage with your email campaigns, it is important to create relevant and engaging content. The better your content, the more likely is your email campaign to get higher responses. This will also improve inbox reachability.
Set Up Domain Keys Identified Mail Authentication
This is an authentication protocol that verifies your emails. This verification and authentication are performed through ESP. This digital signature covertly establishes that the email is coming from you – a trusted source. It also helps establish your reputation and the authenticity of your emails, improving your overall delivery rates.
Choose a Great Email Marketing Platform
These platforms are robust software that are nothing but automated marketing vendors that help you navigate the technology landscape, while remaining within the legal parameters and rules of email marketing. They help you build reputation as genuine marketers, decreasing spam load on your ISPs. The business reputation of the email marketing platform goes a long way in building your marketing reputation, and this helps more of your emails land in inboxes as opposed to the spam folders.
Author: Saket Kumar Singh
A digital marketer and strategist by profession, I love writing and travelling. In the past I have been a Communication Engineer, Coder, Banker and Lead Consultant. Someday I would travel to explore the world.