Simple Ways to Improve Email Deliverability

Email has always been the greatest source of revenue for marketers, businesses and Internet retailers but deliverability is the toughest topic that always stays on top of discussion. Quite a lot number of retailers are evading some words that spammers mostly use in the expectations of receiving some more positive responses; however, some recent researches have revealed that content will have least impact on email deliverability rate.
There are some simple modifications you can cleverly bring in your email campaigns. The very first is to avoid too many images of big sizes. Images are recommended to use but excessive numbers in email content not only trigger spam but also give a feeling of blocking them all. And the second suggestion is to not use ‘from name’ which is also responsible for spamming as it contains letters and some symbols.

Ensure your ISP is not on a blacklist. Today, the chances of abusing your server and auto responders by spammer have drammatically increased. Make sure that your are not the victim. Talk to your ISP today.

If you usually send emails from your own server, make sure you send them from the same IP address. On the other hand, if you use email service provider, better get a dedicated IP by paying some bucks. It dramatically improves deliverability because on shared webhost, there are many clients/websites on the same IP address. In other words, you are likely to be affected by other clients’ email marketing activities and reputation.

Retailers should give a spam button so that recipients can understand that email is from a legitimate company.

Put unsubscribe link somewhere at the top: Most of the email marketers deliberately put the unsubscribe link at the bottom or somewhere in the middle, which irritates the unimpressed first time readers and the unhappy subscribers. If they find the link visible on the top, they click and unsubscribe. A small change can help you reduce spam complaints.

Start sending White List Reminder!There are some ISPs who count the number of recipients who added your email address to their address book or white list showing sign of faith and trust. Therefore, start encouraging your recipients to add you to their address book.

Avoid Spam-like words such as Free, Free Coupon, guarantee, assure, gift, credit card, sex etc.

The tips above are easy to implement. You just need to give it an honest try. You will definitely feel the difference and see the deliverability going up. .

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Dos and Don’ts in Email Marketing

While you are running an email campaign, you should have enough knowledge on what are the things to avoid. Jim Cecil, president of Nurture Marketing, says it best “Email is one of the most powerful and yet one of the most dangerous mediums of communications we have.” He warns us to be very cautious in our efforts towards establishing a lasting relationship with customer. The point is, if you fail in your first few attempts, it will be next to impossible to make recipients show their trust in you.

It is very important to check the links you put in your email campaigns. Make sure they land your customers into the right page. For example, you have highlighted some special offers or discounts on your products, then make sure that your link is taking your customers to corresponding page not anywhere else, not even accidentally. Confusing landing pages may get them offended and quite likely they never want to hear from you again.

Put yourself in your customers’ shoes! Think why you’d open any newsletter? What makes you get the urge to look into it? Its unique appearance or lucrative content? What is the next question that crosses your mind once you are done with reading it out. Do you look for something special; something for yourself and your family? If there is any discount or special offer, does that attract you? Spending some time on fieldwork will certainly help you understand your customers’ behavior.

Decide what should be the best subject line of your email? It is very important to choose a relevant and attractive subject that arouse urge in your recipients to open your email. Email subject line is the first place where recipients cast their glance.

Choose an email service provider carefully. You have abundance of options for picking out the best email service providers with various features including free email templates, report analytics, auto responder and deliverity reports. Remember, their efficiency really matters for your success.

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Prepare Your Email Marketing For 2012

Email Marketing has become one of the best practices for ongoing and consistent communications with customer. It is something that goes beyond advertisement; it is a way to show your sincerity to your customer, and the best way to initiate one-on-one style communication. According to Seth Godin, whose book ‘Permission Marketing’ is known for transforming the means of email marketing trends, email is “the most personal advertising medium in history” And he added “If your email isn’t personal, it’s broken.”
Though email marketing has been used as spam, but in 2003, the CAN-SPAM Act has effectively handled the matter as a whole. Spam not only offends your potential customers but also somehow weakens the entire process of converting prospects into customers. Recognizing people’s hatred to spam that destroys the customer loyalty, marketers have to be smart and careful. They should work hard on their email lists, sort customers according to their preferences and request them to add you in their white list before you actually start sending any single marketing or promotional email messages. Your every effort should be aimed at winning customers’ loyalty and building up lasting relations.

First work on ‘Get Permission’ method. Once Jim Cecil, the president of Nurture Marketing, has rightly said that “Email is one of the most powerful and yet one of the most dangerous mediums of communications we have.” He has also highlighted on the most crucial point that “Virtually everyone uses it and in business-to-business marketing everyone you want to reach has access to email. It’s also very inexpensive and it can easily be built into existing marketing systems. But of all media, it is the one where it’s most critical that you have explicit permission.”

Getting permission is not as complicated as it is thought. You can acquire the attention by offering something of worth that might be a coupon or discount and in exchange you can prepare them for sending messages. Sign-up form should be on a web site or on paper forms distributed at different places including malls, fairs, trade shows etc.

Focus on building a targeted email list. Targeted email list is the filtered list where the chance of failure is less because you are offering something only to interested clients.

Be persistent in what you do. Building a long-term relationship with customer takes time. Only persistency in your work can make way for it. Be in touch with your customer at least once in a month; otherwise, you might slip from their remembrance.

Godin has rightly said, “successful email marketing starts with a strong foundation and uses the email to drip the story, to have it gradually unfold.” That foundation requires an entrance strategy to greet new prospects and set up expectations for the relationship.

First few emails might consistently fail to attract your customers and it is very crucial time for any organization to have patience. The one who patiently experiments wins at last. Once you have their permission to drop emails in their inbox; your half battle is won. Your next task is to pitch your customer on discounts, special offers or coupons. You can even ask them to send you their valuable feedback and suggestions on improving your products and services.

Build your Email Reputation. It is very significant to establish email reputation as it increases the deliverability as well as open rates. For you make sure that your email content don’t land into their spam box. Your email content should be well drafted and tested and pass through the popular anti-spam filters.

It is suggested to send a reliable quantity of email from secure IP addresses. It is more trustworthy than sending from various IP addresss. Recipients might block it if they receive email from unfamiliar address.

It is also important to check the authentication of your email and implementing sender verification technologies to polish up your reputation and improve the deliverability.

Google

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Email Conversion Rates have Increased 16.1 Percent in the Last Two Years

There has been a lot of buzz in the market about the future of direct marketing, especially email marketing. Many even went to the extent declaring its death by the end of 2011. However, defying all speculation, email marketing has proved how powerful it is and getting stronger day by day.
A new research conducted by the DMA (Direct Marketing Association) and email marketing company Epsilon Data Management reveals that in comparison to 2010 and some previous years, the conversion rates of commercial email campaigns in 2011 increased by 16.1%.

2011 North America Email Trends and Benchmarks Results released by Epsilon and the Direct Marketing Association’s Email Experience Council show 16.1% increase compared to 2010. The report further suggests that the email conversion has been steady with 2.9% growth than what it was 2009 and 2010.

According to Yoram Wurmser, Director and researcher of Marketing & Media Insights at the Direct Marketing Association, said, “Double digit increases in email volume, conversion rates, median order size and revenue per email confirm what the DMA has heard elsewhere. Companies in the 2010 holiday season invested more in email marketing and saw better results after two difficult years.”

Kevin Mabley, SVP of Strategic & Analytic Consulting at Epsilon, revealed that “Although volumes hit record highs for the season, response rates remained quite stable, again proving that email marketing is an effective tool to reach people while they are in the market for a particular product or service,” and he added that “Email marketing drives consumer behavior, builds brands and increases revenue. We recommend that email marketers track behaviors and analyze campaigns in order to continue to improve performance and create deeper connections with consumers.”

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Email Conversion Increases up to 16% During the Holidays! Are You Prepared?

Holidays are undoubtedly the best time for email marketers as a majority of them are likely to witness up to two fold increase in open rates. This is the time when people feel relaxed and spare their expensive time to search and purchase some necessary and luxury things to freshen themselves up with some new surroundings. Consequently, the purchase rate grows up.

A research which was published by the marketing services firm Epsilon and the Email Experience Council stated that the average conversion rate for e-mail campaigns increased 2.9% in 2011 in comparison to previous three years. They have also made the matter apparent that medium order sizes also grew by the year of 2011, which was 19.8% more than the year of 2010.

According to Yoram Wurmser, the director of marketing and media insights for the Direct Marketing Association, says, “Double-digit increases in e-mail volume, conversion rates, median order size and revenue per e-mail confirm what the DMA has heard elsewhere.” “Companies in the 2010 holiday season invested more in e-mail marketing and saw better results after two difficult years.” He added.

If your email marketing campaigns are carefully planned for holiday seasons (which is just around the corner), you are more likely to receive satisfying responds. If you haven’t started yet, it’s time you began tracking the purchasing behaviour of your customers and drafting email templates to lure them with special offers and discounts. Once it is done, plan for a creative email message and it will definitely work.

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Ten Most Effective Email Marketing Tips for the Holiday Season

A Holiday email campaign is probably the most wonderful idea to stay connected with your customers and clients. Yes, it is the appropriate time to take action for your business or organization. In this article, we will plan rather than discover a few innovative ways on how to effectively communicate with customers.

Holidays come as the best opportunity to reach to your audience, promote your new products, sales and services. Remember! your competitors are preparing for their best shots; so, your preparation should be more advanced and unique in terms of acquiring their confidence amidst the most competitive ambiance.

1. Need a solid goal to reach. Every email message should have a solid goal. Before you shoot them out, ask yourself what do you want to achieve through it. Do you have sales goal? Or you want to double the click rate from previous years? Answer the question first and then start.

2. Stick to one goal. Send an email with single goal. Do not make it confusing, if you have multiple goals, then make different set of email campaigns where you can promote various different things. But in one email message, promote single event.

3. Learn from the previous experience. Take lessons from past year. How was your experience? How successful your email campaigns were? Also, look into the mistakes you made and make sure you rectify them.

4. Be consistent throughout the season. This season, you might have noticed that big corporations are busy sending persistent email messages promoting their sales, products and services. You can also have the chance of getting abundant attendance of your potential customers provided you are well aware of your their expectations and are creative in your stand to them.

5. Send reminder email messages. Are you thinking of organizing any contest; offering any time-limited offers; or special offers for special customers? If your answer is yes, then make sure you understand the significance of reminder email messages; and are making good good use of it. Most of the customers take interest in special offers; so if they miss your first email containing offers, they might be stuck on the next. Make sure your follow up email contain the summary of previous emails and your audience don’t get confused.

6. Decorate your email campaigns to make it interesting or possibly provocative. Dress up your email message with images according to the season or festivals you are sending in. It summon your customers to spend some time with it or they feel attracted to it and spare their precious time for it. Don’t forget to add some humor or fun to it; let your audience feel that you value them and want them to have fun.

7. Follow up email. Once the client has made purchase of your products, it is important to enquire about their satisfaction with it. Do not leave the chance to let them feel neglected. It will also give you a clue on how to make your products and services. If you want, you may think of adding a small text in your feedback email citing about your next special products or discounts. Your customers’ contentment really matters; if they are satisfied, they will not only return to you, but their reference will line up the potential customers in future.

8. Segment your customer according to their purchasing habit. Before sending email, segmenting is necessary, so that your customers get relevant messages. Once you have segmented your customers on their buying habits, preferences etc. you are bound to get higher click through rate than before.

9. Respond to customer right on time. Any special season or festival is the busiest time for every retailer since it’s the time when customers flock to their favorite destinations. Responding them on time should be your utmost priority. Make sure they do not feel offended at any point of time.

10. Close the holiday special email with the end of the season or festival. Stop sending the holiday email campaigns with the end of the season and better plan for the next. Make sure your customers do not receive such emails, they will definitely feel otherwise.

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Email Marketing Reporting 101

Any email campaign you send is bound to result in lots of data. Analyzing how successful your campaign was is up to you and your business objectives. Don’t work too hard – try using a combination of common email statistics!

Delivered vs. Inbox

If you’re new to email marketing or just have new IPs you’re warming up, one very important statistic to track is how many emails actually get to your customers. To calculate your overall delivery rate, simply divide the number of emails that arrived to your customers – or didn’t fail – into the number you tried to send. Assuming you have a very clean email list and reputable IPs, this number should be at or very near 100% every time you send an email.

If you’re struggling a bit with delivery, a metric you might like to track is your inbox rate. This statistic is slightly different than the previous because you are only going to calculate how many emails actually reached your customers’ inboxes (not spam or bulk) divided into how many were sent. The inbox rate is helpful to know since people typically do not retrieve email in their spam folders. Additionally, some ISPs won’t download images or allow you to click on an email without extra prompting.

Open Rate

The open rate is an important statistic to consider in determining success of your email campaigns. In general, you only have about a five second timeframe in which to get your email opened. The subject line is essentially a teaser to what’s contained inside your emails and customers will choose to open or delete based on it. Take the number of unique opens (even if customers open their email multiple times, they should only be counted once) and divide it into the number of delivered emails. Make sure you always use the number delivered as your denominator since an email that never made it to a customer can never be opened.

Click Rate

The click rate is one of the more controversial statistics to calculate because it can be done in a couple different ways. Some marketers would argue that you have to open an email in order to click through, but this is not necessarily the case. Links in an email should work without downloading the pictures, so it is possible to click, but not open.

One way to calculate click rate is to divide the number of unique clicks into the number of delivered emails. This will result in a percentage of customers who were intrigued enough by your email – whether they saw the images and copy or not – to click through to get more information. The other way to calculate this statistic is to divide the unique clicks into the number of unique opens. This percentage shows how many of the customers who opened your email, are interested in obtaining more information. This version of click rate is going to be a higher number, and also shows how your customers interact with your email. Overall, both of the calculations are correct and widely used, so it’s up to you and how you like to analyze your data.

Conversion Rate

Conversion rate is another statistic that has several variations in calculating. If you have a business model where sales are important, this is one statistic that can determine success over all others. Basically, you’ll be finding out how much revenue your email campaign drove by cutting the total number of sales or orders into any of the other numbers available – the number of delivered, opened or clicked.

Conversions divided by delivered accounts for all sales made compared to how many potential sales there could have been. This number is usually very small and is not commonly used. The number of conversions divided by unique opens is more common statistic. Customers who have opened have at least shown some interest in your message, so the rate calculated is more relevant. The last variation, dividing conversion into unique clicks, will produce a much larger number that is also commonly used. This number is a great way to look at overall interest in your email campaign since it is also the percentage of customers who have completed all of the actions you’ve wanted them to take – open, click and buy.

Unsubscribe Rate

A low unsubscribe rate – the number of unsubscribes divided by delivered – isanother email success metric. This calculation indicates that customers were happy with your message and see value in being a subscriber to your email list.

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Five Quick Tips to Make Email Marketing Better

1. Permission-based email marketing: The goal of your marketing is to instill interest in customers about your products and services. Email marketing is definitely the most powerful tool for your business growth. On the other hand, if used incorrectly; it can be destructive and grind down your brand equity in the marketplace. Therefore, permission-based email marketing is fair way of jumping into anyone’s inbox, as it is the most understandable or humble way to request them.

2. Building trust before pitching about the service: Remember, building trust in customers is very important before you directly pitch about your products or services. People might get annoyed about your commerciality if you pitch directly.

3. Personal regards in the message:
Do not let your message get lost in generalized text. Give your customers a personal warm, which will make feel that the message is addressed to them. They will certainly enjoy getting into your individual-sounding welcome.

4. Attractive email header and meaningful content: Make your email header message very attractive that creates urge to read among readers at single glance. And, it entirely depends upon your creativity and business insightfulness as to how you handle it. Try writing genuine content with a creative header because, niche specific and genuine messages compel readers to stick to it and to pay attention to your offer. On the other side, if they find useless content after entering into main line, they will skip your mail in a split second.

5. Interaction with Subscribers: “Everyone wants to speak and no one wants to listen.” It’s the era of social media and you have to make sure your audience gets fair chance to have their say. Make sure you add social sharing options in your email and when they say something interesting, reply to them with something just as insightful.

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What is The Value of an Email Address Today?

While using email marketing, the very first question comes to our mind —to what extent is email marketing effective and how much it is worth to your business?

Well, a simple demonstration can reveal the real power of email marketing. Supposedly, you sent 1000 emails, 900 people received your message, and approximately 700 recipients opened your message out of which 200 found your message to be interesting. In such event you can expect at least 40 people to be enquiring about your service or products.

Now think about the cost and its worth to your business? Well, as far as cost is concerned, it is literally nothing except for costing you some minutes or hours and creativity. Every email address is an asset for your business. Not only does it give you clicks or loyal customers but also creates opportunities for you to understand the customers’ behavior and the marketplace. They hold considerable responsibility to boost up your business.

Think practically and out of the traditional box to manage every email address in such a way as if it acts as an incremental value to your business. An email list can get you what you might not get from a team of MBAs or marketing consultants.

What to do next? This question should always be in your mind as it plays very important role in developing an industry insight. An email list is priceless; if used properly and cleverly, you might get success in grabbing over the entire marketplace.

Be creative in your business stand. You should have a better track of retention rate, deliverability rate, engagement rate, and conversion rate that will help you to model out your business accurately. However, this one aspect alone is not effective or has a great impact on your business model; but they give you better scenario and scope for better preparation for your business plan.

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Why Email Marketing Is Better Than Social Media?

Email marketing is undeniably superior to social media marketing and is well capable of exceeding the expected result and attracting new customers. It directly hits the right place at right time and assures most promising number of viewers.

In social media marketing, all marketers can do is anticipate about the forthcoming results even after implementing their best possible magical tricks. Additionally, some strict rules of popular social media platforms constraint marketing aspiration to be fulfilled. What makes email marketing marketers preferred tool is its tracking metrics, superior deliverability, and the way it personalizes communication that extends the further opportunity to interact and make loyal customers. Some following reasons are possibly why marketers are shifting their attention on email marketing.

In case of social media, word limit is a big concern for marketers. It limits the conversation and marketing possibilities, but there is no word-limit that synchronizes the future relationship with customers. It can be comprehensive.

Email marketing opens up the prospects of exploring marketers’ creativity, incorporating most precise but informative messages, embedding different things including animation, graphics in single message and finding numerous ways to attract the customers.

Expected conversion is comparatively more prominent and faster than social media. Recipients take quick action on messages if they find messages to be interesting.

It tracks clicks, bounce-backs, conversions that give marketers accurate idea of customer behavior and their interests. After analyzing the details, they can accordingly plan for further actions and initiatives.

People trust email messages more than social media conversations, they might spend higher time in social media platforms but take serious interest in inbox messages. It builds up the better connections with recipients. Approximately 59% internet users check their emails regularly while only 14% people browse social media sites and pay attention on it. Here, email-marketing policy works better than so called social media platforms.

In conclusion, I must say that marketers should make best use of every possible medium. Email is certainly a very effective marketing tool but social media also plays a significant role in making a business successful. It is helpful in terms of creating quick awareness about your presence, services and products. Above all, social media is the place where people sit and talk.

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