Email marketing is constantly evolving and has resulted in a larger checklist of norms and standards that must be followed to achieve desired results. Subscribers have become tired of receiving multiple Emails daily and generally don’t respond to email newsletters the way they used to, this has made Email Marketers re-think their email marketing strategy. As email service providers become more strict and force email marketers to find different strategies to make subscribers open their email communication, users are now awakening to the idea of segregating bulk email from priority and spam. By implementing behaviorally triggered email campaigns that send the right content at the right time, email marketers are able to achieve better results, however this takes more than a few tools to achieve. This cannot be done if you ignore the basic best practices for bulk email.
Email service providers have provided segregated types of Inboxes. Gmail provides Priority Inbox which automatically organizes emails based on importance by running a script that checks the sender, conversation and type of content. Hotmail has also smartened and replaced the old “This is Spam” button with a newer “Sweep” feature, which allows recipients to remove unwanted emails without negatively impacting the sender’s reputation (This feature actually brought a million dollar smile on email marketers faces). The spam button has become a quick way for users to disassociate with bulk email; however, many of the messages technically aren’t spam as the subscribers initially opted-in to the senders’ lists. But with all these advances in Inbox segregation, the fact still remains that, ‘inboxes are crowded’.
In order to make sure that your email is seen and opened in a crowded world. You first need to get your email into the inbox and secondly have a great subject line to lure to consumer to open your email. We have listed a few of the best practices that you should follow for any bulk email marketing program to get your email into the INBOX.
Deliverability best practices include:-
-Using a dedicated IP address
-Using rotational IP Scheme
-Configuring your email server correctly
-Authenticating your messages
-Having authority to send the messages
-Monitoring bounces and complaints
-Getting proper feedback from subscribers
-Sending messages to a seed list to test deliverability and render ability in different email clients
-Checking for blacklisting
-Removing or suppressing inactive/bounce subscribers
-Sending relevant and timely messages
-Avoiding “spam” words and tactics, such as including an IP address in links, typing the subject line in all caps and/or bold letters, etc.
Having a clean/hygiene list always helps to increase the deliverability of you Business Campaigns. In a nutshell, you need to keep an eye out to make sure your email list contains 100% valid email addresses.
At Digicat, we run best practices for you as a bulk email service. If your List contains invalid Email ID’s, we sort this out, and will look out for hard bounces due to invalid email addresses and automatically unsubscribe them for you.
Once you make it to the inbox, here are some tips for standing out Subject Line:
-Use short, intriguing subject lines which explains your email content in short
-Have a specific subject line that forces the subscribers to open the Email
-Try and understand what subscribers demand or need from you?
-Be specific and set the right expectations
-Identify your company in the From line
And, when your emails are opened, be sure they:
-Have a clear call-to-action
-Contain links that go to specific landing pages
-Maintain your corporate branding
-Are relevant to subscribers
These tips are pretty simple, but sometimes it’s easy to get caught up in the new trends and lose sight of the basics!!