It’s no secret email marketing is one of the most effective ways to reach customers. It happens to drive an average ROI of $36 for every dollar spent when it’s done successfully. But if your campaigns aren’t thoughtful and well-executed, customers and subscribers will start to disengage.
High-performing email campaigns need a solid foundation. And that foundation includes three key elements: a healthy list of subscribers, reliable segmentation, and adherence compliance protocols. In this article, we’ll discuss how you can implement these three steps to establish a strong base for your email marketing.
Keep a healthy list with strong deliverability
Maintaining a clean list is an essential step, as it ensures your emails reach the right recipients. Remove inactive and invalid addresses to maintain list hygiene and strengthen your deliverability. Offer a double-opt in process and create a preference center where subscribers can choose what type of email marketing content to receive from your brand. It’s also important to continue to grow your list over time, and this can be achieved with an accessible opt-in form on your website, cross-promotion on social channels, or by using a QR-code at in-person events to make the sign-up process seamless.
With Google and Yahoo enforcing sender regulations strong authentication is crucial for inbox placement: it boosts your deliverability and sender reputation. Consider adding an additional layer of verification with BIMI (Brand Indicators for Message Identification), which shows your logo in recipients’ inboxes.
Be smarter with your segmentation
There are many ways to segment your lists to make the content more relevant for subscribers. And it’s crucial for boosting engagement – when you create personalized, dynamic content for your target audience, you can you make a stronger connection. Segmenting can be done based on geography, engagement level, device type, open time, email provider, demographics, and other attributes. Relevance is everything when it comes to content, so get specific with your data when segmenting your list. Show your customers you know them by tailoring your messages to fit each persona or subscriber list. It not only increases general email engagement but can positively impact your direct ROI as well.
- Tip: Use AI to supercharge your segmentation. AI tools can help you analyze large datasets and predict preferences to target narrow segments with relevant messaging, including fine-tuning your segmentation by analyzing your data to spot engagement patterns. This means you can build more efficient campaigns without added workload. Just note that if you are going to use AI, make sure you’re maintaining trust with your customer information and not breaking any regulations.
Cover your bases for compliance
Compliance regulations vary geographically, so be sure you are up to date with your local requirements and consider creating a preference center to help you comply with local regulations – especially if you’re operating internationally. Across geographies, make it easy to unsubscribe by enabling one-click unsubscribes in your emails and send periodic messages to confirm that recipients want to stay subscribed. You can also go into your list and unsubscribe addresses that never open or read your messages.
- Tip: Create an email template that meets your region’s compliance regulations. This will help you steer clear of legal problems and fines so you can focus on connecting with your audience. Staying compliant means being transparent and offering easy opt out and preference options. This approach reduces churn and keeps your customer relationship strong.
To learn more ways to boost the effectiveness of your email strategy, download our ebook: How to make email work even harder for you or watch an instant replay of our webinar with MarketingProfs, Driving results through email: Maximize deliverability and engagement.
