Marketing

Top Tips for a Managed Email Campaign


We’re a little bit biased, but we think email marketing is still an important way for brands to engage and interact with their customers. After SEO, email marketing provides the second highest return on investment, and for every £ spent on email marketing, a whopping £24 is earned in return.

The figures don’t lie – we love email marketing, but there’s still a massive number of people who are missing a trick by not using email marketing, or are sending completely inaccurate marketing campaigns.

Creating an effective email campaign can appear to be complicated, especially if you’ve never done it before, but there are some basic rules to follow if you want to give your campaigns the best chance.

Here are 7 tips for a managed email campaign:

1. Make sure your data is accurate

Your email marketing campaign is nothing without data. Of course, you can’t force customer to give you accurate data, but there are steps you can take to ensure it is correct, such as a double opt in.

This means once the user has entered an email address into your sign up form, they will receive an automated confirmation email. This email asks the contact to click a link, to confirm that the email address they provided is correct.

A recent study by Experian, found that 90% of companies think 25% of their data is inaccurate. Brands need to clean their data for duplicate email addresses, whilst implementing a system which suppresses hard bounces.

2. Don’t send unwanted emails

If you know that an email address is correct, it doesn’t mean the contact wants to receive your emails. Your campaign is destined to fail is you send emails to contacts who haven’t given their permission to receive it.

Unsolicited emails are seen as spam, and the recipient may complain to the Internet Service Provider about your emails. This will damage your reputation, and if enough people complain, you may end up blacklisted.

Here in the UK, using cold data, bought from a data house is allowed, but it is YOUR responsibility to find out where it came from, when and if the contacts have opted in.

3. Watch the reports

Another way to ensure your campaign is successful is using a system that offer in depth reporting. Look at how contacts respond to offers, which links they are clicking on, and what products they are interested in. You can then change your campaign to reflect the results, meaning your contacts will be engaged and interested in the content.

Reports are an integral part of a managed email campaign – they are the only way to truly understand your contacts.

4. Start a conversation

Once you begin to understand your contacts, providing relevant content will be easy. But in order to find out which content is better for your contacts, you will need to start a conversation with them.

Find out which types of content they prefer, and in which forms, through analysing reports, a survey, or you could even implement a preference centre and ask when the contact signs up.

Listening to customers gives brands insight they wouldn’t have had 10 years ago. This insight allows you to deliver relevant marketing messages.

5. Say hello to new customers

One of the best ways to engage customers quickly is through a welcome email. Your welcome email should explain why they are receiving emails, how often they are likely to arrive, and what they will contain. At this stage you can ask the contact about their preferences.

Welcome emails have a much higher open and click through rate than normal emails, so it’s important to use it to your best advantage.

6. Understand how you reputation affects your campaign

ISPs determine inbox placement based on your reputation of sending emails. To ensure your email reaches the inbox and not the spam box, you need to have a good reputation.

A variety of factors influence reputation including complaint rates and emails caught in spam traps.

There are many ways that marketers can protect their reputation including SPF and DMARC authentication.

But authentications can’t completely safe guard your domain. More ISPs are now looking at engagement metrics and if your email doesn’t appear to be providing any relevant content, then your reputation may take a hit.

7. Include an unsubscribe

In the UK, you must include an unsubscribe link to comply with the law. You should make it easy for contacts to unsubscribe by including a link at the bottom of your email.

If recipients can’t work out how to unsubscribe, they will either move your email to the junk folder, or complain to the ISP which damages the reputation.

Consider asking contacts to ‘opt-down’ rather than opt out completely. This encourages the user to choose which types of email and the frequency in the preference centre.

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