Guest post written by: The Emailable Team
Email Marketing Campaigns: Your Secret Weapon
Email marketing campaigns can directly target someone and turn them into a customer. The overall idea sounds great, but many email marketers fear they could lose money if the campaign is unsuccessful.
Search engine optimization (SEO) and internet marketing professionals have begun to leave email marketing on the back burner or think it’s on the brink of death due to the rise in social media. Luckily, That could not be further from the truth. Email marketing is often times misunderstood and that is quite unfortunate because it is the most profitable marketing medium there is today.
Let’s Define Email Marketing Campaigns
Email marketing is a direct channel that is used as a form of communication from brands to their customers. It’s designed to promote products or services to new or existing customers. Essentially, email marketing acts as the foundation for brands and businesses to engage and develop relationships with their customers.
Email marketing can help make customers aware of the latest items or promotions by integrating it with a company’s marketing automation efforts. It also plays a key role in the overall marketing strategy with lead generation, brand awareness, relationship building, and keeping customers engaged between purchases through different types of marketing emails.
How to Make Your Email Marketing Campaigns Work for You
The overall goal of this article is to help you understand how email marketing works, and how to make sure you’re not losing money from your efforts. In this article, we will discuss the essential factors to ensure the best performance on email marketing campaigns and how to get you the best ROI.
Warm Up Your IP Address Before Beginning An Email Marketing Campaign
IP warming is the process of progressively ramping up your email volume to a new IP address over time. This process can take place over several days, weeks, or months in order to create a foundation for a positive sending reputation with email service providers.
Email service providers may view email addresses from a new IP address as suspicious until they have established a positive sending reputation. It can take anywhere from 4-8 weeks to achieve maximum deliverability. Maximum email deliverability means that your IP address will not be flagged and your emails will get delivered to the desired inboxes.
Email Warming is a crucial step to take before performing any type of email marketing campaign. You could create the best content or have the best deal in the world, but if your internet service provider (ISP) flags you as spam, all of that hard work will be thrown into the spam folder. ISPs check blacklists for IP Addresses with poor reputation, so it's imperative to keep your IP reputation high if you plan on performing an email outreach campaign.
Time is Money During An Email Marketing Campaign
Your customers typically will always have a full inbox, from work emails to promotional invitations. Because of this, you need to stand out from the rest. But, what’s important is to keep it short, sweet, and concise. There is a sweet spot between sending too little and too many marketing emails and this will depend on its content and your subscribers. Keep in mind that too many emails can reek of desperation in the eyes of your customers, add clutter to inboxes, and put you at a higher risk of getting marked as spam.
To help ensure that you’re not losing money or wasting your time on your email marketing campaigns, you need to be strategic with what you are sending and to whom you are sending it. Inboxes are saturated with emails, whether they be work or from brands, increase conversions and minimize the possibility of losing a sale by segmenting your email lists. Guarantee that the important information gets to the right people. This not only helps to keep your information relevant and less annoying but also increases the personalization aspect, and aids in your engagement with your customers because they are receiving the information they’d actually want to use.
Clean Your Lists Before Beginning An Email Marketing Campaign
When you clean your list, you rid yourself of any potential threats to your IP address. This will not only save you money, but will also improve email deliverability and your sender reputation.
Email list cleaning is the best and most effective way to keep your database healthy and free of any unwanted or potentially dangerous contacts that could harm your IP address. A dirty list can put you in harm’s way of ending up within a spam trap or blacklisted. Email list cleaning can protect all of your hard work from never being delivered or viewed by your target customer.
Customers are bound to change their emails or subscribe to your newsletter with a misspelled address. You will never know this unless you clean your email lists on a regular basis. Now, if you have a list of thousands and thousands, it is an incredibly daunting task to try and go through each email, one by one, to make sure that they are valid addresses. Instead, use a service that can do this for you in a matter of minutes: Emailable, which is the most cost-effective and efficient way to clean your lists so you can be sure that you will reach your audience.
In this day and age, sending an email is not enough, you need to know that they are getting delivered. By having a clean list you are able to:
- Improve deliverability AND email marketing campaign ROI
- Ensure that your email campaigns are getting to the right inboxes
- Increase your chances of conversions
- Become less likely to lose money over failed delivery
Create a Better Email Customer Experience During Email Marketing Campaigns
Put yourself in the shoes of your subscribers. Strive to make their experience more enjoyable and something that they would actually look forward to receiving.
Keep in mind, every email that you send is something that can take time away from your subscribers’ day. In all honesty, they may end up deleting it without opening it. Improve your customers’ experience by easily providing an opt-out or unsubscribe button. As we mentioned above, you should only be sending emails that are relevant to that customer.
Use the tools of your email process to identify the customers who aren’t interacting with your content. Don’t continue to email them if they are no longer interested. Instead, try to reactivate them with special messaging, reduce the frequency of your emails to them, or drop them from your list completely. By reducing the number of emails that get no interaction, it will help your customers and help your emails get delivered, costing you less money and stress.
Lastly, do not send offers to those that don’t apply. Meaning, remember how we spoke about personalization and segmenting your email lists? Make sure that the offers you provide are valid for the recipients you send them to. Imagine the aggravation of someone who is eager to try out this new offer but they’re ineligible.
Increase your email marketing strategies and avoid losing money during email marketing campaigns by following these tips. Your IP address should be properly warmed up before beginning your campaign. Remember, it’s extremely important to have a great sender reputation score and high deliverability. If you skip this step, you risk all of your hard work going straight to the spam folder.
Keep your emails concise and aimed at a targeted audience to ensure that your content provides value to the recipient. Maintain a clean and healthy email list through an email checker, and never worry about the deliverability of your emails again.
Lastly, keep your customer experience a positive one. Make your emails something that people look forward to receiving.
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