EMAIL MARKETING
3 Common Reasons Your Emails Land in the Spam Folder
Hannah Baker needed 13 reasons why to commit suicide but your mails only need three.
The email has the highest ROI (return on investment). The use of email is the foundation of digital marketing. Emails have a direct engagement with the clients. Emails are the first check of the day for 58 per cent of people. Emails can work wonders for your lead generation and lead nurturing. Emails are inexpensive. Emails can be used for a variety of purposes like a discount announcement, surveys, product feedback, cart abandonment feedback etc.
Emails can be a powerful tool but there is no point of this power if misfires in a spam folder. When your email consistently moved to spam folder then the email service provider can blacklist you thus barring from any future email marketing.
Every email server maintains a sender score for every email sender. The sender score is the numerical representation of your sending reputation. Many key metrics determine your sender score such as sending volume, sender rejected rate, spam trap hits, unknown user rate etc. The scores range from 0 to 100. If key parameters area affected by your email sending lists then your sender score fluctuate. Lower sender score will get your mails to land in a spam folder. The sender score is email sending standard that every sender should be aware of and should maintain a high sender score if he wants to stay in email marketing for the long run.
What Is Spam?
Spam is an unsolicited message sent to the user over the Internet for purpose of advertising, phishing, spreading malware etc. Spamming has no operating cost. The cost is borne by the public and internet service providers. Spam gets a very bad reputation because hacker uses email for sending viruses and malware to your computer system.
The CAN-SPAM Act is a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them.
Why spamming is bad for your business?
Image source – https://www.propellercrm.com
Spamming gives a bad reputation to your business and makes you look desperate. Spamming annoys people to no end. Spamming can make email server to blacklist you. Internet servers can penalize you also. The monetary penalty can also be imposed. Nobody will buy anything from you if you annoy people with spam.
Reasons why email land in the spam folder?
1. Your email lists are not organic – There is a clamour to stop GMO, your email lists need to be organic too. If email appending services and skip tracing services are used by your business for creating a mailing list by email address search and address search then your emails are likely to land in the spam folder. The mail list created by email appending services collected email addresses through data scraping websites or use third-party database. The user of the email address collected thorough have not consented to receive your promotional content. These email addresses although verified by email verification and email address validation can turn out to be obsolete.
List created by this may provide your will with a large customer base to work with but these lists are laden with inactive users, spam email address and already blacklisted email address. Emailing to these can surely give you the satisfaction of having a large database but in long term will be a blunder for your mailing campaign.
The invalid and inactive email address can trigger a spam filter and you are constantly sending to those addresses can make you a detected by spam radar.
When you organically make people subscribe to your content then too you have to use email data validation and email verification as people sometimes, intentionally or unintentionally, can give your wrong addresses. In case of email appended list verification is the necessary step to be followed.
The list can also contain spam traps. Spam traps are the honey pots created by internet service providers to identify and monitor spam email. These lure spammers. You should remove spam traps from your email lists or you will end up getting blacklisted.
The invalid address can increase your emails bounce rate which can lower your sender score.
2. You don’t get technicalities right – According to Murphy’s Law, “Whatever can go wrong will go wrong” in case of email spamming, whatever encompasses many things.
The spam filter is a program that used to detect the unsolicited and unwanted email and stop them to get in the user mailbox. To get past this Gandalf you need a trespassing strategy. The spam filter is often triggered by certain word in subject or body of the email. These words are mostly used to draw attention by a spammer. Some examples are congratulation, order now, winner, this is not spam, guarantee etc. Avoid using this in your emails.
If your emails are deleted without even opening, deleted instantly or left unread for months, these instances trigger spam filters and lower your sender rating. The lower rating will land your emails in the spam folder or get your sender identity blacklisted.
This can also happen when your subscribers don’t remember you. An average person subscribes to a lot of content on the Internet and most of the time it is due to many websites doesn’t allow viewing its content without subscribing. This will make him forget even subscribing to you. Your emails should be subjected such that it helps him remember subscribing to you.
If someone has legitimately subscribed to your content but your subject line, your sending address or physical address does not make your identity clears to the client. He will classify your email as spam. The email should get look, image and typography according to your brand logo or look to get the client to remember you.
Sometimes it is the content that you are sending is not according to spam filter standard. The HTML code that you use in your emails to make them more engaging should be clear and concise. The attachment with promotional emails should be avoided at all cost. The images though can make your email look eye-catching and engaging by the only image with little to no text will be interpreted as spam by the spam filter. A standard 600 to 800-pixel widths should be used.
3. You don’t get ethics right– Twitter may have you believe otherwise but there are few email manners and ethics that you should mind to keep your emails out of spam folder.
Many business send an email with a subject line that has nothing to do with the content of the email. A subject line such as “urgent notice” or “It was nice meeting you” surely can grab the attention of your people but when they open it they will not find this amusing. You should avoid using these tactics. Your subject line should reflect the content of your email.
Also Read: Email Prospecting Tips for Salespeople: Best Practices that Win Customers and Increase Conversion!
It is mandatory by CAN-SPAM act that you should include a unsubscribe links in your email so that people that no longer want to receive your mail and want no engagement with you could unsubscribe from your mailing list. This may sound bad for your business but this is a necessary practice to be followed. If you don’t do this practice then people will complain your emails as spam and monetary fine could also be imposed. You cannot force people in giving any survey answers for their opting out of your emails. The only thing that you could do is giving a link to visit your website and opt-out or unsubscribe from there.
Sometimes few businesses go overboard with promotional contents. Though a client has willingly subscribed to the emails that don’t give you a free hand to flood his inbox with your mails. Too many emails will make your customer feel bothered and they will either unsubscribe you or complain of spam.
Email personalization plays a huge role in this. You can sent client personalized email about the products they have searched, wish-listed or have bought earlier. This will surely grab his attention and he will be getting mail only for those offers which he finds interesting. It will help your business in scoring a better sender score as far as mail is concerned and also generate leads that are authentic and promising.
In conclusion
Your email campaign will become null and void if you are not able to make it no their inboxes. If you avoid doing these three mistakes then surely you will improve your chances in getting lost and forgotten in the spam land. Avoid making these mistakes, it will not only save your reputation as sender and money squandered on mail invalid and obsolete addresses. When email land in spam they give you a wrong picture of where your email campaign is heading. Steer clear of spam and you will get realistic statics on the success of your mailing strategy.
You can educate you are current subscribe on how to move your emails to the primary inbox, not in social and promotional boxes. This will improve your chances of engaging your subscriber and getting clear of spam radar. You could also use a spam test filter, spam checker or email optimization tool so that your sender score can improve. Litmus or mail tester is a few programs that can help you in improving your emailing campaign.
Hope these points make for keystones for your emailing strategy for your business. All the best.
EMAIL MARKETING
Unveiling the Future of Email Marketing: 4 Trends to Revolutionize Engagement
In today’s fast-paced digital landscape, the efficacy of email marketing hinges not only on the delivery of messages but also on their ability to resonate with audiences and drive meaningful interactions. Gone are the days of generic blasts; instead, companies are increasingly turning to innovative strategies to captivate their subscribers. Here, we delve into four emerging trends poised to redefine the realm of email marketing, promising to elevate engagement and drive conversions.
1. User-Generated Content (UGC) Takes Center Stage
User-generated content (UGC) emerges as a potent tool in the arsenal of email marketers, facilitating authentic connections with audiences while amplifying brand visibility. From customer reviews to social media posts, UGC offers a dynamic and relatable portrayal of products and services, resonating with consumers in the era of “new sincerity.”
By harnessing UGC within newsletters, brands gain invaluable insights into consumer preferences and behaviors, fostering trust and credibility. Strategies such as incentivized contests or social media challenges empower users to contribute content willingly, fueling a steady stream of authentic engagement.
2. Augmented and Virtual Realities (AR/VR) Transform Experiences
Augmented reality (AR) and virtual reality (VR) technologies emerge as game-changers in the realm of email marketing, offering immersive experiences that captivate and compel audiences. While VR may require substantial investments and specialized equipment, AR presents a more accessible avenue for brands to showcase products and drive engagement.
From interactive product demonstrations to virtual try-on experiences, AR/VR initiatives promise to revolutionize email campaigns, offering users a glimpse into a digitally enhanced world. While technical constraints may limit current implementations, ongoing advancements herald a future where AR/VR seamlessly integrate into email communication, enriching brand experiences.
3. Omnichannel Integration Enhances Connectivity
The advent of omnichannel marketing heralds a new era of seamless connectivity, enabling brands to orchestrate cohesive experiences across diverse touchpoints. By unifying customer interactions across websites, offline stores, and email communications, businesses cultivate deeper insights and deliver personalized content tailored to individual preferences.
Omnichannel integration not only streamlines the customer journey but also fosters brand loyalty by offering consistent and personalized experiences. Whether browsing online, engaging in-store, or interacting via email, customers encounter a unified brand identity, enhancing engagement and driving conversions.
4. Hyper-Segmentation and Personalization Drive Relevance
In an age defined by personalized experiences, hyper-segmentation emerges as a cornerstone of effective email marketing strategies. By dissecting audiences into granular segments based on demographics, behaviors, and preferences, brands can deliver tailored content that resonates on a profound level.
Utilizing advanced email marketing platforms, businesses can leverage hyper-segmentation to craft personalized campaigns that speak directly to individual interests and needs. From dynamic product recommendations to targeted promotions, personalized emails foster a sense of relevance and exclusivity, driving engagement and fostering long-term customer relationships.
In conclusion, the future of email marketing lies in innovation and adaptation, with brands leveraging cutting-edge technologies and strategic approaches to engage audiences effectively. By embracing trends such as user-generated content, augmented reality, omnichannel integration, and hyper-segmentation, businesses can unlock new realms of engagement, driving meaningful interactions and fostering brand loyalty in an ever-evolving digital landscape.
EMAIL MARKETING
Top Email Marketing Strategies To Use For Q4
As we approach the Q4 period, it’s never too early to start preparing for your Black Friday and Cyber Monday email marketing strategy. Once Black Friday week hits, our inboxes are filled with a hurricane of brands fighting for attention, each with the ‘biggest’ and the ‘best’ offers you won’t get anywhere else.
To set your brand apart from the competition, it’s crucial to plan ahead. Over 60% of brands send out multiple emails over the course of the Black Friday/ Cyber Monday weekend, and it’s a perfect time to up your brand awareness ahead of the Christmas shopping season.
If you’re not sure where to start with Q4 planning or need some last-minute tips to enhance your strategy, we’ve outlined some top email marketing strategies to incorporate into your plans!
1. Send Pre-Black Friday Emails
Sending pre-Black Friday emails is great for keeping your brand at the forefront of people’s minds ahead of the big day. Not only will a pre-Black Friday email let your audience know about your upcoming event, but it will also ensure that your audience is regularly checking in on your brand throughout the Q4 period.
Additionally, sending pre-Black Friday emails is beneficial for A/B testing. Sending out different formats of emails with minor tweaks, such as the CTAs or subject lines, can help you determine what your audience is more likely to engage with so you can then tailor your Black Friday strategy accordingly.
2. Run a Lead Gen
It might seem like a given, but ahead of Black Friday, it’s beneficial to give your email list a much-needed boost. A simple but effective way to do this is to run a lead-generation advertising campaign. For example, offering your audience the chance to win a prize in return for submitting details, such as their email address, is a quick and easy way to increase your list size. Similarly, refreshing your pop-up on-site with an irresistible offer will also contribute to gaining new profiles.
3. Offer Something Unexpected
Email marketers only have 3 seconds to capture the attention of their readers, which isn’t surprising due to the amount of emails the average person will receive daily. If an email isn’t driving you to click on it, it swiftly gets forgotten about and lost within their inbox. Over Black Friday, to avoid this happening, make sure you’re offering something unexpected, whether that’s a mystery discount or a gift with each purchase!
One of the worst things you can do over Black Friday is to overcomplicate your promotions. If you’re offering multiple promotions and codes, things can get a bit too hectic. To make it as simple as possible, consider running a standard “up to” percentage amount. If you want to include a code, it helps to have this auto-applied at checkout to avoid customers dropping off if they input it incorrectly. In the design of your email, make sure the promotion is clearly highlighted within the design so it can’t be missed, and also referenced in the body copy and subject lines too!
5. Create An Effective Design
Creating an effective design is one thing, but how do you know what works? To improve your email campaigns, consider running an A/B test to pinpoint which elements of your design are improving the CTR and which are hindering it.
Highlighting metrics such as colour, font size, and CTAs can instantly impact whether people will click through or discard! If a consumer clicks on your email, you’ll have, on average, 11 seconds to keep their attention, so making sure your design stands out for the wave of other Black Friday content is key! Keep the design of your email reflective of your branding but with stand-out elements specifically for the shopping season.
6. Make Use Of CTAs
CTAs (call-to-action) are one of the most underrated parts of any email campaign, especially over the Black Friday period. They’re one of the driving forces behind making your email recipients turn into passive readers to customers. One key way to make your CTAs stand out is to make use of bright and bold colours that will attract and hold attention. Additionally, it’s important to think about the placement of your CTAs to increase your click-through rate, make sure the copy used is clear and concise (between two and five words) and use actionable language.
7. Focus On Subject Lines
Subject lines are make or break for every email campaign. Over Black Friday, consumers’ inboxes are cluttered with emails, so it’s important to stand out. It’s estimated that on Black Friday, 116.5 million emails from brands were sent out (more than any other day), and Black Friday sees the highest number of emails opened and clicked. To prevent your emails from being lost in the void, having a cracking subject line to stand out from competitors is everything.
The secret to a great subject line is to keep it short and snappy. On average, subject lines with 50 characters or less tend to get an average of 12% higher open rates and 75% higher click-through rates. Including emojis within subject lines has been seen to increase click-through-rates by as much as 28%!
Additionally, it helps to use language that will really pique your audience’s interest, stay away from any overused cliches and keep them as attention-grabbing as possible.
8. Prep for Cyber Monday
To plan an effective Black Friday, it’s crucial to prepare for Cyber events too. With Cyber following straight after, it’s easy to forget about it or not prioritise it as much as Black Friday, however, it’s still an extremely profitable day! To make the most of it, create dedicated campaigns and tailor your online sales messaging so that it focuses on driving urgency.
9. Incorporate SMS into Your Strategy
Sometimes the importance of SMS can be overlooked because a lot of brands assume that text messages won’t fit in with their brand. However, it’s a no-brainer for reaching even more customers. On average, 82% of people engage with marketing content on their smartphones, so it’s something to definitely explore, especially over the busy shopping period.
To gain SMS sign-ups, you can effectively tie your SMS campaign in with your lead generation and ask for customers to fill out their phone number as well as their email address. That way, they’ll be opted into your send list. It can also be used to send reminders when sales have launched or when offers are coming to a close.
Despite having only 160 characters to work with, SMS campaigns are longer than recommended email subject lines, so it can be just as, if not more effective than email marketing campaigns.
EMAIL MARKETING
Mastering Email A/B Testing for Mobile Apps: The Ultimate Guide
Welcome to the world of email A/B testing for mobile apps!
Here at Favoured, we’re all about delivering the best results for our clients, and that includes mastering the art of email marketing. In this guide, we’ll take you through the essentials of A/B testing your email campaigns to achieve maximum success for your mobile app.
What Is Email A/B Testing?
Email A/B testing, also known as split testing, is a method used to compare two or more variations of an email campaign to determine which one performs better. The goal is to identify the version that resonates most with your target audience, ultimately leading to higher open rates, click-through rates, and overall engagement.
In the context of mobile apps, email A/B testing can be particularly valuable, as it helps you fine-tune your marketing messages to drive user acquisition, engagement, and retention.
Benefits Of Email A/B Testing
There are numerous advantages to incorporating A/B testing into your email marketing strategy for mobile apps. Some of the key benefits include:
- Improved open rates: By testing different subject lines, you can identify which ones capture your audience’s attention and entice them to open your emails.
- Increased click-through rates: Experimenting with various email elements, such as CTAs and layout, can help you determine the most effective ways to encourage recipients to take action.
- Enhanced engagement: A/B testing allows you to create more relevant and engaging content for your target audience, resulting in higher conversion rates and stronger user relationships.
- Data-driven decision making: With A/B testing, you can make informed decisions based on actual user behaviour, rather than relying on assumptions or gut feelings.
Key Metrics To Track
When conducting email A/B tests, it’s essential to track specific metrics to gauge the success of your campaigns. Some of the most critical metrics to monitor include:
- Open rate: The percentage of recipients who open your email. This metric can help you evaluate the effectiveness of your subject lines.
- Click-through rate (CTR): The percentage of recipients who click on a link within your email. A high CTR can indicate that your email content is engaging and relevant.
- Conversion rate: The percentage of recipients who take the desired action after clicking a link in your email, such as downloading your app, making a purchase, or signing up for a newsletter.
- Unsubscribe rate: The percentage of recipients who opt out of receiving future emails from you. A high unsubscribe rate may suggest that your email content is not resonating with your audience.
Understanding the basics of email A/B testing is the first step towards optimising your mobile app marketing campaigns. By grasping the concept, benefits, and key metrics of A/B testing, you’ll be well-equipped to make data-driven decisions that drive real results for your mobile app.
Setting Up Your Test
Defining Your Goal
Before you start setting up your A/B test, it’s crucial to determine the primary objective of your test. Having a clear goal will help you focus your efforts and make data-driven decisions based on the results. Your goal should align with your overall mobile app marketing strategy and be specific, measurable, attainable, relevant, and time-bound (SMART). Examples of goals for email A/B tests include:
- Increasing the open rate by 10% within 30 days
- Boosting the click-through rate by 15% within 60 days
- Reducing the unsubscribe rate by 5% within 45 days
Selecting Variables To Test
Once you’ve set your goal, it’s time to choose the variables to test in your email campaign. The variables you select should have a direct impact on your goal and be something you can measure. Here are some common email elements to consider testing:
- Subject lines: Test different wording, phrasing, or personalisation techniques to capture your audience’s attention.
- Email content: Experiment with different content styles, lengths, or structures to see what resonates with your recipients.
- Call-to-action (CTA): Try various CTA placements, wording, or button designs to encourage users to take the desired action.
- Images and visuals: Test different images, colours, or visual layouts to determine which one drives higher engagement.
- Personalisation: Compare personalised content, such as using the recipient’s name, to generic content to assess its impact on your metrics.
Creating Variations
Now that you’ve chosen your variables, it’s time to create the variations for your email campaigns. Keep the following tips in mind when crafting your variations:
- Limit the number of variations: While it may be tempting to test multiple variations, it’s best to limit yourself to two or three, so you don’t dilute your results or prolong the testing process.
- Make distinct changes: Ensure the variations are different enough to provide meaningful insights. For instance, if testing subject lines, one could be a question, while the other could be a statement.
- Keep other elements consistent: To ensure accurate results, only change the variable you’re testing and keep all other elements the same across variations.
- Consider your audience: When creating variations, take into account your target audience’s preferences and behaviours to craft relevant and engaging content.
Setting up an A/B test for your mobile app’s email campaigns is an essential step towards optimising your marketing efforts. By defining your goal, selecting the right variables to test, and creating effective variations, you’ll be well on your way to enhancing your app’s performance and building stronger relationships with your users.
Implementing & Analysing Your Test
Test Duration & Sample Size
Determining the optimal test duration and sample size is crucial for obtaining accurate and reliable results. Here are some factors to consider when deciding on these parameters:
- Test duration: The length of your test should be long enough to gather sufficient data, but not so long that it delays your marketing efforts. Generally, a test duration of 7 to 14 days is recommended for most email A/B tests.
- Sample size: Your sample size should be large enough to provide statistically significant results. Use an A/B test sample size calculator to determine the appropriate size based on your desired confidence level and the expected difference between variations.
Keep in mind that these recommendations may vary depending on your specific circumstances, such as the size of your email list or the frequency of your email campaigns.
Launching Your Test
Once you’ve determined the test duration and sample size, it’s time to launch your A/B test. Follow these steps to ensure a smooth test launch:
- Segment your email list: Divide your email list into random, equal-sized groups to ensure a fair comparison between variations.
- Send your variations: Schedule your email campaign to send the different variations to the corresponding segments of your email list.
- Monitor the progress: Keep an eye on the key metrics, such as open rates, click-through rates, and conversion rates, throughout the test duration to ensure everything is running smoothly.
Analysing Results & Drawing Conclusions
After your test has concluded, it’s essential to analyse the data, draw conclusions, and apply your findings to future email campaigns. Here’s how to go about it:
- Review the data: Examine the key metrics for each variation and compare them to determine which one performed better.
- Check for statistical significance: Use an A/B test calculator to ensure the differences between the variations are statistically significant, indicating that the results are not due to random chance.
- Draw conclusions: Based on the data, determine what you’ve learned from the test and how it can inform your future email marketing efforts. For instance, if a specific subject line format led to higher open rates, consider using a similar approach in future campaigns.
- Apply your findings: Incorporate your learnings into your email marketing strategy to continually optimise your campaigns and drive better results for your mobile app.
Implementing and analysing your email A/B tests is a critical step towards optimising your mobile app marketing campaigns. By determining the appropriate test duration and sample size, launching your test, and analysing the results, you’ll be able to make data-driven decisions that enhance your app’s performance and foster stronger relationships with your users.
Best Practices
Consistent Testing
To achieve long-term success in email marketing for mobile apps, it’s crucial to make A/B testing a consistent part of your strategy. Regular testing allows you to:
- Continuously optimise your campaigns: Stay ahead of the curve by continually refining your email campaigns based on data-driven insights.
- Adapt to changing trends: Keep your email marketing efforts relevant and up-to-date by adapting to evolving user preferences, industry trends, and market dynamics.
- Validate new ideas: Use A/B testing to validate new marketing concepts or tactics before fully implementing them in your campaigns.
Avoiding Common Pitfalls
As with any marketing endeavour, there are potential pitfalls to watch out for when conducting email A/B tests. Here are some common mistakes and how to avoid them:
- Testing too many variables at once: Focus on testing one variable at a time to ensure accurate results and avoid confusion when analysing the data.
- Ignoring statistical significance: Make sure your test results are statistically significant to avoid drawing conclusions based on random chance or insufficient data.
- Focusing solely on short-term gains: While it’s essential to optimise for immediate results, also consider the long-term impact of your email marketing strategy on user retention and lifetime value.
Utilising Automation & Growth Hacking Strategies
Leveraging automation and growth hacking techniques can help streamline your email A/B testing efforts and drive even better results for your mobile app. Consider the following strategies:
- Email automation: Use email marketing automation tools to schedule and send your A/B tests, track key metrics, and segment your email list efficiently.
- Dynamic content: Implement dynamic content in your email campaigns to personalise messages based on user behaviour, preferences, or demographics, and A/B test the effectiveness of various personalisation techniques.
- Multivariate testing: Once you’re comfortable with A/B testing, consider using multivariate testing to assess the impact of multiple variables simultaneously and identify the best combination of elements for your campaigns.
Mastering email A/B testing for your mobile app is an ongoing process that requires consistent effort, learning, and adaptation. By following best practices, avoiding common pitfalls, and utilising automation and growth hacking strategies, you’ll be well on your way to achieving long-term success in your email marketing campaigns.
As a data-driven full-funnel marketing agency, Favoured believes in the power of optimising every aspect of the customer journey, and that includes email marketing.
We’re dedicated to helping businesses drive real results, and A/B testing plays a crucial role in this process. Reach out if you want to supercharge your email campaigns with us. Happy testing!
