Keys to the success of any email marketing campaign

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Email marketing has become an essential communication channel in marketing strategies, not only as a tool used to improve the visibility and awareness of a brand, but also as a key element for customer acquisition and loyalty, as well as for promotion and sales.

As a result of their excellent profitability ratios, with an ROI of $40.53 for every dollar invested (or €30.50 for every euro invested), the volume of emails sent has grown exponentially, sometimes reaching a saturation point. For this reason, the ability of this type of message to reach its recipient is currently a critical step for the success of any email marketing campaign . In fact, according to a study carried out by Experian Marketing Services, the bounce rate for campaigns is currently around 20%.

Deliverability is the percentage of communications that actually reach the target audience and, as such, is one of the keys to direct marketing. In the particular case of email marketing , deliverability is affected not only by the bounce rate, but also by the ability to reach the users' inbox and ensure that the message does not end up in the "spam" folder, which is one of the biggest concerns for any company today.

Achieving success in an email marketing campaign requires an address malaysia increasingly higher level of demand, in addition to demanding relevant and quality content for its recipient. It requires knowing and involving the target of each campaign, as well as overcoming the challenge of reaching the inbox of said recipients, essential to obtain a satisfactory conversion rate, whether in sales, brand recognition or even for transactional messages.

This means that contact details are verified, the sending infrastructure is reliable, stable and efficient, and it overcomes the main barrier represented by the filtering systems of Internet Service Providers (ISPs), which are increasingly sophisticated and strict as a result of the increase in fraudulent emails, spam emails and phishing practices (personal identity theft).

Indeed, we can conclude that 77% of deliverability problems are related to the reputation of the email sender. This reputation depends primarily on technical aspects such as the sending domain and the IP addresses used, as well as content aspects such as the title, text of the email or the HTML tags used.

Each Internet service provider or webmail provider (Hotmail, Yahoo! or Gmail being the most representative of these free email services) has its own spam control system, which is intentionally unclear in order to fight spam and phishing , periodically validating the quality index of each sender based on factors that can range from user complaints (clicks on the “spam” button by the recipient), the usage behavior of said users (openings, clicks, unsubscriptions, etc.), the content of the email, the bounce rate, traps used by senders for “spam” and authentication systems. Of all of them, without a doubt, user complaints constitute the most critical factor, which can classify the sender for a certain period of time as “spam” or block their account, preventing the sending of the campaign.

Taking these issues into consideration, among my main recommendations to ensure the “deliverability” of an email marketing campaign with high conversion rates on the defined objective, I would highlight:

Make sure that the message meets the recipient's expectations. The content of the email is the key to success. In order for it to be relevant, it is essential to know your target audience and send them information of interest.
Do not overwhelm and insist on sending messages to users who show disinterest by not opening a single email in several months. Recency is the time that has passed since the last interaction that a user has had with an email, and it should be minimized as much as possible, facilitating the option of being able to choose the frequency and volume of emails to receive, and also considering carrying out specific campaigns (more aggressive in terms of promotions and benefits) for those who have not interacted for a longer time.
Simplify the unsubscribe process for recipients. Doing so will not negatively impact the sender's reputation, which does happen when a customer makes a spam complaint , as opposed to a simple complaint.

Avoid using words identified by Internet Service Providers as “spam” words such as: free, gift, urgent or promotion.
The format of the message and its links (HTML code) requires professionalism and must be taken care of down to the smallest detail. It should also be considered that the rules for creating a web page are not always applicable to an email, such as the use of a coloured background, which would make a message not display properly in an email client, unlike how it would appear on a website.

Clean up your sending databases to reduce the bounce rate ( emails not delivered due to incorrect or non-existent addresses). This may lead the ISP to include the sender on a spam blacklist .
In conclusion, it is just as important to communicate and contact the client at the right time with quality and relevant content as it is to use professional, high-quality email marketing management tools with a full guarantee of deliverability . These email marketing providers allow you to maximize your reputation through IPs that guarantee greater delivery, offer advanced monitoring of emailing activity to calculate the ROI of campaigns and thus adjust future ones, and facilitate the management of the global email marketing strategy by being able to segment in maximum detail.