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How to Avoid Email Deliverability Issues During the Holidays

How to Avoid Email Deliverability Issues During the Holidays

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The holiday season is in full swing. Aside from crowded stores and endless checkout lines, the inbox gets particularly busy this time of year, too. In fact, people receive 1.5 times more promotional emails during the holidays than at any other period. This brings all sorts of email deliverability issues that can drag down campaign performance.

As Kevin Senne over at Oracle Marketing Cloud explains, ISPs tend to tighten their grip on incoming mail during the holidays. That’s because mailbox providers slow down the rate of email arrivals to deal with the seasonal deluge. Naturally, this throttling has an effect on both if and when emails reach a recipient’s inbox.

While these email deliverability issues largely bother senders of promotional emails, every marketer who wants to get in touch with prospects or customers during the holidays isn’t immune from these problems.

That’s why we searched the Web for practical tips and best practices to help you avoid holiday-induced deliverability headaches. Let’s take a look at what we learned:

 

  1. Keep your list spotlessly clean

As you’re making your email list, and checking it twice, you might want to have someone recheck it thrice. The first step to your recipients’ inbox starts with the list. Squeaky-clean lists help keep email deliverability issues at bay.

That’s because clean lists tend to give you lower bounce rates, which in turn improve your sender reputation. The better your reputation becomes (in the eyes of ISPs), the better your deliverability gets.

While there’s no shortage of tools and techniques you can use to do some D.I.Y. list cleaning, most sources we dug up strongly recommend working with a third-party data cleaning service provider for best results.

 

  1. Stick to your current sending IP address

If you’re thinking that switching over to a new IP address will give you better deliverability for your holiday campaigns, then you’re in for some very rude awakening. Deliverability expert Return Path cautions against changing your sending IP address, especially during the holiday season.

Using a brand new IP does let you start out with a blank slate, but it’s going to take a while to “warm up” a fresh address and earn the trust of ISPs. Building your sender reputation from scratch isn’t going to happen overnight, and the process will be much longer during the holidays when throttling and stricter spam filters are in place.

 

  1. Watch your mailing frequency

Return Path also warns email marketers not to abruptly increase their sending frequency in the run up to and during the holidays. The biggest mailbox providers keep a close eye on any sudden spikes in send-out rates, slowing down or stopping incoming mails from senders who step on the gas too quickly. In many cases, this can permanently harm sender reputation.

To avoid potential email deliverability issues from sending out too much mail during the holidays, most references we found suggest consistently maintaining your usual email frequency. Other sources also point out that, if you really want to increase your email volume, you need to slowly and gradually increase your frequency over several weeks ahead of the holidays.

 

  1. Wear your authentication badge at all times

Another way to improve deliverability is to use SPF, DKIM, and DMARC authentication. These are tools that tell ISPs you’re someone they can trust. While enabling these items won’t guarantee deliverability (nothing does), they’re a crucial component of building and maintaining a good sender reputation.

As marketing automation provider Real Magnet describes, these three authentication systems allow you to improve your emails’ deliverability and credibility. They implement protocols that verify your domain as the sender, which is something that affects ISPs’ decisions to accept or reject incoming mail.

Enabling all three tools helps guarantee your emails make it into the inbox, as well as protect your emails from spoofing.

 

  1. Focus on the recipient, not the campaign

Google, Yahoo, Hotmail, and other mailbox providers use engagement metrics (opens, clicks, spam reports, unsubscribes, etc.) to determine if your email should end up in the inbox or spam folder.

That’s why avoiding email deliverability issues also means improving how your emails engage your readers. From the subject down to the closing, your email needs actionable copy and compelling design.

We went over some effective tips to write engaging emails in a previous blog entry. Here’s a quick rundown:

  • Use a catchy subject line
  • Make the copy easy to scan and skim
  • Keep it short and strong
  • End with a clear CTA
  • Place main takeaways and CTAs at the top
  • Divide text into sections
  • Use contrasting color schemes
  • Format everything for easy skimming

With these steps, your holiday email campaign will surely minimize, if not avoid, email deliverability issues. From the ContactDB team:

Happy Holidays!

Three Reasons Why Your Email Marketing isn’t Effective

There comes a time when Email is the best way to reach customer when internet is just starting. However, over the course of time, customer have grown their understanding about emails, that they use filters. Just to find those interesting emails. Now with the combination of spam filters and Gmail’s folders, marketers face a huge obstacle in reaching customers.

And if you still think about launching a mass email marketing campaign, just a heads up, “REFINE YOUR STRATEGY!” just so you won’t be disappointed in the results.  Because Despite your efforts in creating email templates and updating your email lists, if you don’t have enough open rates or clicks, you’re just wasting your time.

(Read More)

There are a few reasons why your email marketing efforts isn’t that effective in today’s environment, and here’s some of those reasons with a suggestion that might fix it.

Not Knowing Your Customer

Back then, Blind Sales pitch works marvelously, but nowadays it isn’t enough to win customers.  There are a variety of methods you can learn from, but it doesn’t give you completely a 100% in knowing them. Just by making note of behaviors about email opens, clicks and unsubscribe, you may get to know your customer better.

Your Subject Line Doesn’t Stand Out

Just like what I’ve mentioned, your customer or prospects are looking for interesting emails. That being said, it isn’t the content that can attract those prospects but the subject line. Of course, your subject line should be connected with the content of your email.

Personalized subject lines can be a big help, but inserting a client’s first name doesn’t really work. Instead, you should use the subject line to grab the attention of the prospects, whether it’s through the use of humor and fun, or something that meets your customers’ eyes.

You’re overdoing it!

Here’s one thing that you should really avoid when doing an Email marketing campaign, and that’s overdoing it. Abusing it will result in an unsubscribe link. Play it cool and simple and you won’t have to run with an unsubscribe reply.

 

Email marketing still plays a vital role in reaching out customers, but as businesses became savvier, the pressure is on how to create a perfect email that client will appreciate, will drop rapidly.

Email Marketing Mistakes (That’s Killing Email Marketers) Part 1.

The only reason why Email marketing is dead is because some emails have low open rate and the worst part is that some emails are going straight at the spam category, which isn’t really a nice sight to see.

But let me reassure you that Email Marketing isn’t dead, if and only if email marketers can get out of the mess they started.

Yes, usually, the mess starts with the one who first send the email, and that’s the email marketer. But of course, you can’t redeem yourself with just a snap of your finger, you don’t need to send another unique emails to the same recipient and you don’t need to panic just because your open rate is low.

What you can do is simply focus on what’s making your emails a bust and if you can figure out what went wrong then that’s the only time you should take action. And here are some mistakes and solution I could give you.

 

POORLY WRITTEN EMAIL TEMPLATES AND SUBJECT LINE

SUBJECT LINE ARE MUCH IMPORTANT THAN THE CONTENT!

As we all know, the subject line can make your open rate grow, and what’s more, can attract prospects. But if your subject line isn’t that catchy then you can expect a low open rate. 33% of email recipients open their emails based on subject lines alone.

If you think or analyze your email, some of the subject lines are catchy and well written. Why not make your own subject line and test it out? Maybe then you can really tell whether it’s the subject line or content that’s killing Email marketing.

WELL-WRITTEN EMAILS CAN REVIVE EMAIL MARKETING AGAIN!

As much as we want to, we can’t just send out emails to prospects without knowing what to write. Some emails I’ve received have poorly written email content, the content is wrong and the grammar (don’t let me say it)

What makes a good Email Send out is composing Content that can catch prospects eyes and mind, your prospect should think after reading your email “Should I reply? It’s a good offer” or “I really do need this, but…”

There are many ways on how to kill Email Marketing and this is just one of them.

Be the Witch of Email Marketing

Have you played Clash of Clans? One of the best mobile app that was created for the enjoyment of young adults and probably some celebrities? If you have, then you probably know one troop  that is called the “Witch” The witch never fights alone, constantly raising dead warrior. This can also be applied in Email Marketing, and guess who’s the witch? you are!

Well, it’s not bad being the witch in Email marketing. Although the term might give off some misunderstanding so let me clarify it to you why I choose the term witch

WHY THE TERM “WITCH” IN EMAIL MARKETING

Having the power to control and create, that’s what witches do. But of course, it’s only in a limited time. And if we compare it to Email marketing,
Marketers who specialized in Emails are considered to be a witch. Creating contents that allure prospects’ attention and control who many sends out they will use.

Although it’s not necessary to be the witch of email marketing, but sometimes it helps to be one. There’s nothing wrong in alluring your prospects with your choice of words, and control how many emails you might send.

IF I’M THE WITCH OF EMAIL MARKETING, WHO’S MY ALLIES?

In marketing, you don’t have an ally, it’s the fight of the fittest if I do say so myself. But you can’t change the fact that email marketing is currently seeking more people to help out in making e-mail list, Content Writing and even Verification of the bought lists or Cleansing data lists.

This Email list, Content Writing and cleansing of lists can’t be done by email marketers alone. Especially when the deadline is within a day or two. So each time a prospects ask for an accurate list, Email marketers will ask aid from the three I mention before. This is the allies of the witch in Email marketers.

SHOULD YOU BE THE WITCH?

This question can only be answered by you alone. Whether you want to or not, it’s your choice if you need help or not. But be mindful of the person you put your trust in too. Because not everyone will be on your side. Just like any other pet/slaves of the witches

Three Types of Profiling in Marketing

Profiling programs are designed to guide the marketing automation platform in determining what category would your website visitor are into so to identify the marketing needs of those individual in the marketing process. Profiling software consists of scoring those individual in terms of content visit, email interaction and click rate ration. This helps business in segmenting what kind of strategy they will going to use in guiding their prospect in the sales process. Not only that it can also identify the demographic and firm graphic characteristics of the proxy of these individuals.

To understand this more, there are three major type of profiling programs that is available for you to harness and implement to save time and energy in the marketing process.

  1. Buying Stage Scoring
  2. Buyer Persona Profiling
  3. Pain Point/ Product Interest Profiling

Buyer Stage Scoring is capturing the proxy of the prospect’s point of view in the sales process. This is characterize by his/her website visitation, email interaction and content click rate. If you notice this would be high, a research or a call to action like feeding more the prospect with information would help them in the marketing and profiling process.

Buyer Persona Profiling is the next level after stage profiling. This is when visitors are more into technical aspects, strategic opinion and suggestion from your website. They are more likely to raise a question and interest in your service. They are most probably decision makers and make sure to get the demographic and firmographic proxy and measure them as well.

Lastly is the Pain Point/ Product Interest Profiling measures the prospects’ need and empathize with them. For most marketers, this is a desperate move when it comes to profiling and how it is done is less likely to give good results. But this is vital because it gives a full attempt for the prospect to be recognized his/her needs.

Email marketing Programming and its Benefits

Email marketing is not new in B2B marketing. Email marketing might be a thing in the past but business these days are not using this simple yet effective strategy in prospecting. Email marketing that we know is just a regular text with recipient and sender and that is all. Without thinking through the possibility of email. We may not be using it properly and effectively. Remember that email is also dynamic and it takes a lot of forms.

Knowing that, we would be easily doing what it takes for our email campaign towards our lead and prospects.

One thing to consider is on how to program your own email. Programing email may seem it’s going to be modified through various ways yet this is just a step forward. Email may come in three different forms, and that follows as:

  1. Interactive and responsive
  2. Entertaining
  3. User-friendly layouts

Interactive and responsive email may come in example as newsletter. It will look like a small website that is linked to your site and it contains similar image as to your site. It has all the CTA and contact information so for the convenience of your recipient. It will brand your company name yet it will look into the need of your audience.

Not all of your audience or recipient will be interested immediately in your email, yet you must still capture their attention in order for them to forward it to someone else. Put some demo videos and gif if you can and program it in the way that audience would see it as an advertisement type. Americans appeal to advertising is much higher than those in marketing type approach.

Lastly is make it mobile friendly, browser enabled and cookies enabled. This is to capture all three variance of your prospects information. You will know if they are into mobile or desktop browser and get their email address in just one click. Isn’t that easy?

Email marketing is not yet dead. It is just changing. B2B marketers and lead generation service must know this.

Common Errors in Connecting Email Contacts

Connecting as described by Daniel Fagella, is the second phase of emailing quadrant in email marketing. During this phase, optimization process happens. We are building the best initial relationship with the prospect as possible through automated follow-up sequences and communications based on their prospect type and behavior during this time.

Understanding the appeal of motives of prospects is done before converting them into an initial buyer to an up-sell or retention strategy. During this phase, we understand the unique characteristics   to employ the next best move for this type of customer. Some errors can be observed in this phase as follows:

  • Bland, generic follow-up sequences that aren’t calibrated by the business’s demands or by the behavior of the client This type of follows up emails is created by one person coming from intermediate source. The content of this email is often generic and not specifically generated for that type of prospect. The relevancy of this email is low thus, can decrease the chance of conversion.
  • Neglecting to setting up designated follow-up sequences for new buyers, or for win-back of past customersAs mentioned above that relevancy is indeed relative to the rate of conversion. Most marketers end up sending inappropriate email containing old promo for new type customers. Also there is no email that will contain retention tactic for win-back customers.
  • Short, untested email sequences that are set once and never tested to improve their efficacy in delivering meaningful results like sales, appointments, or any kind of engagement The most common experience of a marketer is when they thought that email format ends up with the same result. But not testing the sequence of different email format was not used to measure up different results. Some formats are reliable base on the prospect’s behavior but not always end up the same thing.

More over, having these corrected will make the email experience from prospects quite a lot easier that what it has been before.

Benefits Of Email Marketing Today

It’s a tough challenge. Propagating the value of your client relationship while converting new prospects can be viewed in the same sense. Marketing tools for emailing campaign well is free and affordable. You just have to know how to do it. But why email marketing? Here are some benefits in emailing campaign and blasting to keep both on the track.

Optimize the Marketing ROI

Traditional marketing is depleting while email marketing is 30 times more cost efficient. If your company is suffering from financial capability, it’ll only take few cents or dollars in starting your own email traffic driver. Of course, start first with creating your own company website. Email marketing is 6 percent less expensive to sell to a current customer than traditional face to face marketing.

 

Improve Client experience and loyalty

In using email marketing, sensible and relevant relationships are formed and that will drive professionally the customer service. Emailing is not that difficult and again not expensive and it is also use in long-lasting customer-friendly relationship. You can start making newsletters, promotional contents, new service announcements or event invitations.

 

More Sales Conversions

In email marketing, conversions are important. Begin by smoothly lead a prospect through the sales process, provide important information and push a little forward your prospect towards your website. Email marketing allows you to communicate at the speed of the internet, so choose a reliable network connection for your business. For campaigns, response should be sent within 48 hours.

 

Utilize Tracking and Response

When you already in the stirring wheel of email marketing, keeping a numerical measurement is a bit difficult. But email marketing is traceable. You can see who visits and clicked links from your email and your website. You can also read important feedback from you customer to keep your business updated.

Amplifying Data and Expansion of Email Interaction Tip #1

Internet of Things affects our aspect of life in many ways today one of them is email which contributes the best road to interact consumers with the business.  Together with the understanding of how we can communicate well to our consumers to disperse the product and services is crucial in the profit of our business.

There are a lot samples in sending your email. Whether if it is a newsletter, promotion, special offer, follow-up, confirmation and others sprinkling your email across too many consumers is really inappropriateand just a ways of energy. In the same sense, you must not see your consumer in a single face.

ROI can be achieved if you can segregate the email you are about to send so that it will be relatable and significant towards your consumer. The secret is to see what is in your available data and use them to identify your consumer so that you can write an appropriate email and persuade them to take actions against your message.

Below is the first tip out of three to be listed on how you can start amplifying your data and expand your email interaction.

Diagnosing your Customer through Activity

Determine what type of costumer available in your database to form a design to spot them as a target.

  • Recurrent client– in your database, identify customer that has recurring activity such purchase, access of account or data usage in a given time. This type of customer have constant channel within your business, treating them with high priority must be done to ensure they will keep on involving and share information about your business. Try sending some special offers and discount as a perk. Sending email to them frequently with about 4 times a week can boost their motivation to stay as your customer.
  • Novice client– the newbie or so what they call. These types of customers are more likely to withdraw if wrong action was done. Chances of withdrawal are very high due to customers may find your emails annoying and inappropriate for them. Sending the right email such suggestion or tips about your product are the best. Don’t try to persuade them immediately by buying special offers but make them stay and eventually turn them into a recurring customer then.
  • Free Trial user- these are not official clients unless being converted to a paying costumer. These types of users are into free subscription (if product is software) and you must remember that investing some money on them is not profitable. Center the idea on how you can get them started paying your product.
  • Dormant user–  these are what we call dead yet still can be retained customer. It also includes that trial user that didn’t pursue in going with your business. Ignoring them may have been on your list but try to realize that they were into your business once. Try to send some surveys for you to know how you can improve your service or product as well.

Hiring a Data Shaman for Potential Leads

Imagine the data you have on your database is like a single spirit. Locating a particular data in a pool of a million data is more likely summoning a spirit in the afterlife. Although database automation has been tragically popular in the past decades, company still hires database specialist to navigate their way through this sea of data.

Speaking of which, the data has to be so specific in description. Company may have to consider hiring a Data Shaman along the way. Data Shaman as the word describes, the one who manage, navigate and most specially has the instinct to locate a particular data among data.

For a B2B marketing company which is dependent on a very specific series of data (mandated by the clients) must or need to hire a data shaman. One would normally ask why so, because although database specialists are present, they don’t or at least so do not make any consideration about the situation, documentation and nature of the data. They are like search engine that only find the data but not the importance of having that data.

Data Shaman on the other hand is an exception. They make use of metadata, documentation and nature of the data. They would look at the situation of the business in a very specific way and once done, they would usually use their instinct to decide whether that data is good or not.

Examples are prospects A, B, C, and D, are candidates in buying a service during Wednesday however since the data shaman will look into the history if A, B, C, and D are constantly buying a product during in a month row. That decision will help business owners to have a promotion during Wednesday only or Wednesday in a full month.

In this line, having a data shaman is ideally essential in decision-making. So for B2B marketing operators actually out in starting your organic database, data shaman will then second on your list.