Creating an email marketing campaign may seem like a rather simple operation.
Not at all! There are dozens of factors to consider to avoid the dreade spam folder, prevent unsubscribes and increase the opening (and click) rate of emails.
First, let’s talk about the metrics thanks to which it is possible to evaluate the performance of an email marketing campaign, and thanks to them we can focus on some key points for the success of this strategy.
Open rate the open rate is the opening rate of the emails sent, and it is closely linke to some factors.
The average opening rate, even if it depends a lot on the type of business, is around 20%, above this percentage our campaign is doing well, below it is a sign that something is wrong.
The first factor to keep in mind to increase the open rate is undoubtely the quality of the contacts.
An opening rate below average often indicates a list of contacts that are out of target, and therefore scarcely intereste in the topic we are proposing.
This also has a negative impact on the costs of campaigns,
This is the of Google’s phone numbers. It’s particularly belize phone number library useful for web applications where performance is critical.hony provides a reliable solution for formatting and normalizing phone numbers.
As almost all email marketing platforms use a pricing system base on the number of contacts or number of emails.
The second factor to take into consideration is the subject of the email sent: obviously it must be captivating for the target audience and push to action.
In reality, some “psychological levers” are more or less effective base on the target we have chosen. The only way to find the right balance in this case is to test different solutions over time to verify which one is best for us.
An aspect that is not at all irrelevant is the time of sending the emails, but to “correct the shot” in this case you must necessarily rely on an analysis of previous campaigns, doing experiments, since each target segment has its own habits.
A final piece of advice that has recently been bearing fruit is to “humanize” the sender.
In fact, it is easier for a user to open an email that comes from [email protected] rather than the classic.
The feeling that there is a physical person behind an email and not a company or an automation unconsciously generates a sense of greater trust.
Ctr, click through rate
if we have set up the first step well, the one to improve the open rate, a good percentage of our recipients will have opene the email.
Now comes the difficult part: pushing them to take action.
Starting from the assumption that there are no universal rules in this sense, we can still say that some best practices help improve the ctr.
The copy, of course!
The copy, or the content of the message, must necessarily be oriente towards persuasion and calibrate on the target audience.
What does “calibrate on the target” mean?
Simplifying to the extreme, we can say that the language, the “tone of voice”, even the length of the text and the configuration of the graphic elements must be “tuned” precisely to the chords of our audience.
Trivial example: target of young people.
Informal language, target of professionals? Technical language. And so on.
Call to action
the cta is in technical jargon the call to action, the actual invitation to action (generally, in emails, this action is clicking on a link that leads elsewhere).
A good practice to remove obstacles between the user and the action we want them to perform is to repeat the cta in different parts of the message (without exaggerating, please!).
It is also important to provide the cta with alt-text in the case where the link is in the form of an image or graphic/html element such as buttons, pushbuttons etc.
This is because many email clients block html by default, “translating” it into text for user security.
The cta, ultimately, must be clear, unequivocal, and possibly positioned both at the beginning and at the end of the message.
How not to end up in spam
one of the thorniest issues when doing как собирать ресурс данных телемаркетинга email marketing is the risk of ending up in the spam box.
This not only invalidates the effectiveness of our campaigns. But can lead to our domain being blackliste. Which is quite serious if you consider that all emails coming from this domain will be blocked, not just commercial ones but also normal work communications.
Three common mistakes that make your emails end up in spam high bounce rate the bounce rate is the frequency of your emails bouncing, that is, those emails that, being sent to an incorrect address, return to the sender.
This often depends on the user typing the wrong email address when filling out the contact forms or on mailboxes that have now been abandoned.
When the bounce rate is too high, providers bt lists become suspicious that they are using “not clean” lists, a sign that an attempt is underway to spamming.
The solution is simple: when a bounce occurs, a warning message like “undelivere mail returned to sender” arrives in our mailbox. All that remains is to copy the email address that rejecte the mail and permanently delete it from our lists.
Virtually all email clients have a button that allows the user to report an email as spam.
When the ratio between sent emails and those reported as spam becomes too high, providers begin to consider all messages from that domain as spam.
The solution is simple, but requires great attention: our contact list must be of quality. In two words, the users to whom we send newsletters, dems or transactional emails must:
have given us consent via opt-in to receive communications from us be interested in the content we offer
it goes without saying that these two aspects translate into simple honesty in finding contacts and clarity of information.
To avoid the report as spam button, sometimes it is enough to clearly communicate, in every email, the unsubscribe procedure for users.
Spamtraps!
Providers know more than the devil (and rightly so, since the quality of their service depends on it!).
This allows them to identify those who incorrectly purchase contact lists without having the right to do so.
To avoid this, it goes without saying, just be correct, and create your own contact list with a healthy and crystal-clear lead genetarion.
One last piece of advice
as you can see, even with all the good faith in the world, pitfalls in email marketing are the order of the day.
This is why you should rely on well-trained professionals, who have success stories and concrete results behind them.
Write to us, we will be able to help you build your email marketing strategy to achieve your goals.
