According to reports, email marketing has the highest return on investment, at over $42 for every dollar invested. However, email marketing can be challenging for some. Numerous marketing emails are misdirected to the spam or junk folder.
If you want to avoid this, you’ve come to the right place. In this article, we’ll discuss how to use email to engage new customers and avoid the spam folder. Continue reading to learn more about developing your email marketing strategy.
Create an Email List
Even if your emails contain valuable content, they may end up in the junk folder if the recipients are uninterested. You may be saying the right things but addressing the incorrect audience. Create a unique email list of subscribers to avoid this.
Purchasing or renting an email list from a third-party provider is not a good idea. Avoid harvesting and collecting emails via a robot. This will almost certainly land you in the junk mail folder.
While building an email list will take time, it will pay off in the long run. It is the most efficient method of increasing your list size and connecting with an engaged audience.
Request that Recipients Add You to Their Whitelist
Encourage the user to add your brand as a contact when a new address is added to your list. By adding you as a contact or whitelisting your email address, you ensure that your messages always reach their inbox. This is best requested during the sign-up confirmation process or through customer service.
It may be beneficial to add a legitimate email address rather than one from a free service such as Outlook or Gmail. Having a relevant domain extension or domain name ensures that your email address is trustworthy. Utilize a domain extension that is industry-specific.
Authenticate Your Email
Choosing the appropriate domain extension not only establishes your credibility in the eyes of the user. Google and Outlook prioritize authenticated emails in their inboxes. These emails are more likely to land in the inbox of a user.
Using the Sender Policy Framework to authenticate your email is one method. This verifies your identity by comparing your IP address to a list of permitted IP addresses. DKIM, or Domain Keys Identified Mail, is one standard that you must adhere to.
This verifies that the email address has not been altered. Additionally, you can leverage both DKIM and SPF via DMARC. This requires both of the items listed above in order to send your emails.
Give Users a Choice to Unsubscribe
Giving your users an out is a necessary component of good email practice. Allowing users to unsubscribe protects you from being flagged as spam and is also a legal requirement.
As a result of spam complaints, your emails are routed to the junk folder. If the user wishes to opt out of receiving your emails, they may do so via that button. This also assists you in cleaning up your email list as necessary.
Allow Users to Indicate Their Preferences
If your brand offers multiple services, provide a preference center for your users. This enables both new and existing subscribers to select their preferred method of email delivery. They can select the frequency with which they would like to receive updates and the topics on which they would like to receive updates.
Allowing users to select the type of content they wish to receive mitigates spam risks. Provide your users with a simple preference center where they can select the type of content they want and when they want it. A preference center increases engagement and decreases the likelihood of spam.
Keep Track of Metrics
When experimenting with a new strategy, it is critical to track its progress. This enables you to ascertain which strategies work and which do not. Attempt to keep track of how recipients respond to your emails.
Audience response is the most effective metric for determining the effectiveness of your emails. Deliverability is impacted by unopened emails, spam reports, and emails being moved to the junk folder. When recipients open, respond, and save your address to their inbox or address book, this is considered a positive audience response.
Hard bounces and deleting immediately after opening are clear indications that the user is uninterested. Keep an eye on these details as you execute your email marketing strategy.
Personalize Your Content
With your metrics in hand, you can begin to optimize your email strategy. Personalizing emails entails more than simply including the recipient’s first name. Maintain a record of the user’s previous behavior and leverage it to your advantage.
This can include information about previous purchases, their location, and the products they viewed. If the content is off-target, users are more likely to unsubscribe. If you send an email to a user that contains promotional content for a product or service they do not want, the email may end up in their junk folder.
Amazon frequently sends a large number of emails to its users. Many of their users, however, continue to subscribe because Amazon’s content is relevant to them.
Clean Up Your Lists
Maintain your email lists on a regular basis. Unsubscribing from an email list is entirely natural for users. However, some users will disregard your emails.
Low user engagement is more detrimental than unsubscribers. It decreases email engagement and increases the likelihood that ISPs will flag you as spam. When tracking the performance of your email strategy, keep an eye out for disengaged audiences.
Eliminate users who are inactive with your emails. If you’re unsure, you can send a final campaign to reclaim the user. If they continue to ignore your email, it’s best to remove them from your list.