What are the challenges that have created a reduced dependency on email marketing? Most marketers get frustrated with low open rates.
- Don’t purchase an email list. Marketers are always in a haste when they start email marketing. Creating an opt-in subscriber list takes time while buying one is instant. But do not expect great results by purchasing email lists. These are almost sure to fail because these subscribers are not targeted and do not want to be getting your emails.
- Use double opt-in instead of single opt-in. This is another reason you may be losing potential subscribers. Marketers fear a double opt-in may result in a user changing their mind and ultimately not subscribing. But remember that a subscriber who has entered an incorrect email id is never going to receive your email anyway. Why not cross check them with a double opt-in? This will ensure that everyone on your list really wants to be there.
- Handle bounces. Many marketers use email marketing systems that do not handle unsubscribes from bounced email. They do not even maintain a suppression list. This can result in continuously sending email blasts to those users that have already bounced. This not only affects the open rates but also affects the domain’s reputation.
- Make your emails consistent. Email marketing needs to have a structured and planned approach. Many times, marketers will take to their email campaign with energy, sending 5 emails to recipients in one week and then not sending anything for two weeks. The subscriber will either unsubscribe or will ignore such inconsistent email sending. Emails need to be sent consistently to develop a habit for the subscriber. Around 2-3 emails a week is a good frequency.
- Purge inactive users. When your list has subscribers who have never opened your emails or have not opened your emails for quite a long time, it is always preferable to deactivate or purge them from active sending. Don’t get into the trap of thinking that a bigger number of subscribers is better. Your statistics will get messed up and you will lose motivation. Always keep your list active.
- Avoid spam traps. A spam trap is an email address that’s not actively used, but is actively monitored. Many organizations like Spamhaus and SURBL, to security companies like TrendMicro and McAfee, to nationwide ISPs and corporate email servers maintain such spam traps to blacklist a sender since their email has never been used to subscribe to any service. Spam traps can really affect your sending domain’s reputation, and in some cases, they have reduced open rates by 20%!
- Use a professional delivery server. It is always advisable to use a reputable, professional delivery server as such companies are active players in CANSPAM associations and are given safe passage by Spam Assassins.
- Don’t use spam words in email content. This is another common mistake as many marketers are not aware of words that trigger spam filters. Many of these spam words are common and will not strike the sender as objectionable, but will get flagged as spam content.Make your title attractive. Many email marketers do not give any importance to the email’s subject line. The subject line is as important as a pickup line! If it fails to attract the subscriber’s attention within a single glance, the subscriber will never open the email. Some common unattractive subject lines used while sending newsletters are “Newsletter Issue#33”, “Feb Newsletter”, etc. Learn how to write a great title.
- Test your email’s technical capabilities. Marketers may not be aware of the technicality of the email and sending domain, but there are free tools out there to help you test your email on technical grounds like DKIM, SPF, Bounce Domain, HTML format, and other important things. Run a test of your email with such tools.
On average, a mailbox receives 12 marketing or promotional emails every day, and 63% of these mails do not provide the content that the recipient is in need of. There are 205 billion messages sent every day, and the normal individual spends more than 20 hours every week on the web with more than two hours of that time spent in a hurry.