Email Marketing Tactics – Other Factors
There are so many variables in an email marketing campaign and so many ways to optimize. The key to success is to keep testing and keep sending campaigns.
Digital marketers may argue what the most crucial part of a successful email campaign is. Is it the subject line? Is it the copy in the email? Is it the layout? I suggest it’s the list you’re mailing to. People who know your brand are going to be more likely to respond than those who don’t. That’s why cultivating and maintaining contact lists is so important. Yet I talk to real estate agents and loan officers all the time who don’t do this!
It’s important to have segmented lists and targeted lists. The segments can be whatever you like them to be. For instance past customers or people who got on your list from your website. I’m segmenting my list with people who have clicked the link in the email because now I can follow-up.
All of this list management will improve your email campaign’s success by increasing open and click-through rates. It will also decrease bounce rates.
Bounce rates are simply emails that aren’t delivered. There are two types; hard and soft. A hard bounce is a completely non-deliverable email. It could be a bad address, an expired domain or some other reason. That email isn’t good and should be removed from your list. Soft bounces are different. They’re simply not deliverable right now. Again, there are many reasons for that.
Here’s an example of a campaign I re-sent on Saturday:
When I first sent it last week, there were 328 soft bounces. On Saturday only 78 didn’t go through. When an email is sent impacts open rates and it also impacts deliverability.
Opt outs and Spam
The other way your list will prune itself is through opt outs. Subscribers simply remove themselves from the list. It’s good because you’ll have a cleaner list of people who want to hear from you, but it sometimes makes marketers feel bad. Don’t feel bad! This is a numbers game. Just make sure your emails provide something of value. You can control your opt outs by sending quality emails that have value for your target audience. If you have a lot of unsubscribers, you’ll know you need to make adjustments.
Getting flagged for spam is a little more to be concerned with. You want to minimize this as much as possible. If your spam percentage is too high, your email sending service could freeze or terminate your account. If you’re sending from your domain email (do not do this!!!), your web host could terminate your account.
There are a lot of factors at play in a successful email campaign; open rates, click-through rates, design, copywriting, compiling and segmenting a list, deliverability and getting flagged for spam. It’s not easy and it takes a lot of testing and sending to come up with the right combination to provide a positive return on investment. While some factors seem out of your control, please realize you can have an impact on all of them.