The email marketing has become an essential communication channel marketing strategies, not only as a tool used to improve the visibility and brand awareness, but also as key to the acquisition and retention of customers, and to promotion and sale.
Because of its excellent profitability ratios, with an ROI of $ 40.53 for every dollar spent (or 30.50 euros for each euro invested), the volume of emails sent has grown exponentially, sometimes to a point saturation. For this reason, the ability of such messages to reach your target is now a critical step in any successful campaign email marketing . In fact, according to a study by Experian Marketing Services, currently the rate of rebound of the campaigns is around 20%.
Deliverability and "deliverability" is the percentage of communications that actually reach the target audience and as such is a key of direct marketing. In the particular case of email marketing , deliverability is affected not only by the percentage of rebounds, but also the ability to reach the inbox of the users and the message does not lead to "spam" , which is a major concern today for any company.
Get successfully in a campaign email marketing involves an increasing level of demand, in addition to demanding quality, relevant content to your receiver.Requires knowledge and engage the target of each campaign, as well as the challenge of reaching the inbox of those recipients, necessary to obtain a satisfactory conversion rate, whether in sales, brand recognition or even for messages transaction.
This means that contact details are verified, the delivery infrastructure is reliable, stable and efficient, and overcome the biggest barrier to represent the filtering systems of Internet service providers (ISP), increasingly sophisticated and strict as result of increased fraudulent emails, emails spam and practices of phishing (identity theft).
Indeed, we can conclude that 77% of the problems of deliverability are related to the reputation of the sender of the email. This reputation depends mainly on technical aspects such as the sending domain and IP addresses used in addition to aspects of content such as title, email text or HTML tags used.
Each Internet service provider or webmail (Hotmail, Yahoo! or Gmail, the most representative of these free email services), has its own control system against spam, intentionally unclear to combat spam and phishing , periodically validated quality index of each sender based on factors which may range from complaints from users (click on the button "spam" by the recipient), the behavior of those users use (openings , clicks, low, etc..), the contents of electronic mail, the bounce rate, traps used by senders to "spam", and authentication systems. Of these, no doubt, the complaints of users are the most critical factor, which can be classified to the sender for a period of time as "spam" or block your account, preventing the shipment of the season.
Considering these issues, my main recommendations to ensure the "deliverability" of a campaign email marketing with high conversion rates on the defined goal, I would highlight:
* Ensure that the message meets the expectations of the recipient. The email content is the key to success. For this to be relevant it is essential to know your target and send information of interest.
* Do not saturate and insist sending messages to users who show disinterest by not opening a single email in several months. The recency is the time that has elapsed since the last interaction that a user has done with an email, and must be minimized as much as possible, providing the option to choose the timing and volume of shipments to receive, and also considering performing specific campaigns (more aggressive in terms of promotions and benefits) for those who have not interacted in a longer time.
* Simplify the process of lower subscription by the recipients. Doing this does not adversely affect the reputation of the sender, which does occur when a customer makes a complaint of spam complaints unlike no other.
* Avoid using words identified by Internet service providers as palabas of "spam" such as free gift, urgent or promotion.
* The message format and links (HTML) require professionalism and care should be taken to the smallest detail. Consider also that the rules for creating a website does not always apply to e-mail, such as the use of a colored background that would make a message will not display properly in a mail client, unlike how to appear on a website.
* Debugging shipping databases to reduce the rate of emails bounced (undelivered mail for wrong or nonexistent). This aspect can lead to the ISP to include the sender on a blacklist of spam .
In conclusion, as important is to communicate and connect with the customer at the right time with quality content and relevance as management tools to use email marketing professional, high quality and with full guarantee ofdeliverability or "deliverability". These providers of email marketing to maximize its reputation through IPs provided for your delivery, offer advanced monitoring the activity of emailing to calculate the ROI of campaigns and tailor future, and facilitate management strategy email marketing can target the most comprehensive detail.
Because of its excellent profitability ratios, with an ROI of $ 40.53 for every dollar spent (or 30.50 euros for each euro invested), the volume of emails sent has grown exponentially, sometimes to a point saturation. For this reason, the ability of such messages to reach your target is now a critical step in any successful campaign email marketing . In fact, according to a study by Experian Marketing Services, currently the rate of rebound of the campaigns is around 20%.
Deliverability and "deliverability" is the percentage of communications that actually reach the target audience and as such is a key of direct marketing. In the particular case of email marketing , deliverability is affected not only by the percentage of rebounds, but also the ability to reach the inbox of the users and the message does not lead to "spam" , which is a major concern today for any company.
Get successfully in a campaign email marketing involves an increasing level of demand, in addition to demanding quality, relevant content to your receiver.Requires knowledge and engage the target of each campaign, as well as the challenge of reaching the inbox of those recipients, necessary to obtain a satisfactory conversion rate, whether in sales, brand recognition or even for messages transaction.
This means that contact details are verified, the delivery infrastructure is reliable, stable and efficient, and overcome the biggest barrier to represent the filtering systems of Internet service providers (ISP), increasingly sophisticated and strict as result of increased fraudulent emails, emails spam and practices of phishing (identity theft).
Indeed, we can conclude that 77% of the problems of deliverability are related to the reputation of the sender of the email. This reputation depends mainly on technical aspects such as the sending domain and IP addresses used in addition to aspects of content such as title, email text or HTML tags used.
Each Internet service provider or webmail (Hotmail, Yahoo! or Gmail, the most representative of these free email services), has its own control system against spam, intentionally unclear to combat spam and phishing , periodically validated quality index of each sender based on factors which may range from complaints from users (click on the button "spam" by the recipient), the behavior of those users use (openings , clicks, low, etc..), the contents of electronic mail, the bounce rate, traps used by senders to "spam", and authentication systems. Of these, no doubt, the complaints of users are the most critical factor, which can be classified to the sender for a period of time as "spam" or block your account, preventing the shipment of the season.
Considering these issues, my main recommendations to ensure the "deliverability" of a campaign email marketing with high conversion rates on the defined goal, I would highlight:
* Ensure that the message meets the expectations of the recipient. The email content is the key to success. For this to be relevant it is essential to know your target and send information of interest.
* Do not saturate and insist sending messages to users who show disinterest by not opening a single email in several months. The recency is the time that has elapsed since the last interaction that a user has done with an email, and must be minimized as much as possible, providing the option to choose the timing and volume of shipments to receive, and also considering performing specific campaigns (more aggressive in terms of promotions and benefits) for those who have not interacted in a longer time.
* Simplify the process of lower subscription by the recipients. Doing this does not adversely affect the reputation of the sender, which does occur when a customer makes a complaint of spam complaints unlike no other.
* Avoid using words identified by Internet service providers as palabas of "spam" such as free gift, urgent or promotion.
* The message format and links (HTML) require professionalism and care should be taken to the smallest detail. Consider also that the rules for creating a website does not always apply to e-mail, such as the use of a colored background that would make a message will not display properly in a mail client, unlike how to appear on a website.
* Debugging shipping databases to reduce the rate of emails bounced (undelivered mail for wrong or nonexistent). This aspect can lead to the ISP to include the sender on a blacklist of spam .
In conclusion, as important is to communicate and connect with the customer at the right time with quality content and relevance as management tools to use email marketing professional, high quality and with full guarantee ofdeliverability or "deliverability". These providers of email marketing to maximize its reputation through IPs provided for your delivery, offer advanced monitoring the activity of emailing to calculate the ROI of campaigns and tailor future, and facilitate management strategy email marketing can target the most comprehensive detail.
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