Each day, the average office worker receives 120 emails, and over 306.4 billion emails are sent worldwide1. These figures might feel a bit overwhelming, but not surprising given email's amazing ROI, accessibility and an increasingly mobile world. But in this opportunity lies some bigger questions for anyone using email marketing; standing out in a crowd of 306.4 billion is no easy task.
Everybody loves beautiful, visually-pleasing marketing pieces. They are eye catching and they bring users deeper into your content. It's easy to associate beautiful marketing with images, but you have to remember to watch out for heavy image use. Many spam scanners view images as a sign that your marketing piece is really a big plate of spam. So what to do?
All of us, as consumers, are inundated with marketing messages every day , and that does not exclude the people on your contact lists. The solution to avoid landing automatically in the "Trash" folder or being "Reported as Spam", is not only a straight-forward subject line (more on that here), but a clear, visible Call-To-Action (CTA) as well.
I want to talk about deliverability. Before you run away, give me a minute to explain. Everybody has their own feelings about deliverability and what it means to them. At the base level deliverability can really be broken into two areas. Delivery to a mail server, and delivery to the inbox. These may sound like the same thing, but really, they're quite different. One is all about the tech, and one is all about the content. Since I'm a tech guy, today we're going to talk about the tech side and what it takes to get your email to at least make it to the server (for tips on the content side, see here!).
When I order a package online, I'm usually given an expected delivery date and time - and this is amazing. There's so much that goes into the delivery of that package: where it's shipping from, how busy the facility is, delivery schedules, the day of the week, staffing, etc. And as the recipient, I don't have to worry about any of this, because there are a ton of people and good processes working behind the scenes so that I can trust that date. In short, their reputation precedes them.
Deliverability in digital marketing is key - by this we mean taking steps to help your email reach the inbox of your recipient. Since each email server uses its own criteria and process, it can be tricky to pinpoint exactly why an email went to SPAM. However, there are plenty of things you can do as a digital marketer to ensure the best deliverability possible.
You've created the perfect marketing email. You've built a quality contact list. You send at the right day and time. Your ducks are in a row, but your open rate is lower than you hoped. What gives? Is it your bounce rate? Did your email go to SPAM? Did a bunch of contacts unsubscribe? It may be none of the above.
Unless you're a proponent of Inbox Zero, chances are you've got a bunch of unread emails in your inbox. Your customers are probably the same, so it's easy to envision them scrolling through their inbox, skimming the subject line of each email (yours included) and, if it does not catch their interest, clicking delete...delete...delete.