Email Marketing is a direct marketing tactic that leverages email addresses to push commercial messaging to your customers or potential customers. There are a variety of models for email marketing today with the introduction of many DIY systems, eCommerce integrated platforms, automated email marketing and other strategies that can help a business generate brand, product and service exposure directly to an inbox. It is critical to have the right email marketing campaign and messaging to ensure that you aren’t swallowed into the abyss of emails, promotional emails or worse; spam.
Having an experienced partner on your side will help ensure that you are on the right path to get the most of your email marketing strategy. NFY Interactive, Inc. has sent more than 100 million emails for our clients in the past 10 years. Our team finds the lost opportunity in nearly every strategy and helps implement new models that will improve delivery rate, open rate, click rate, bounce rate and more. If you are looking to connect with a team of email marketing experts, our team will help you build or review the strategy that will improve your investment in your email marketing channel.
Do you know your sender score, your domain’s reputation, spam index… The reality is that if you do not have a control on these elements, you are losing out on opportunity every single time you hit the send button on an email marketing campaign. We have outlined some of the core requests that we get from new and existing clients to outline how our team can help ensure that you are in a position to get the most our of your email marketing channel.
Email Marketing Automation
Automation has been the buzz word for the last few years and we have all seen system sprout up overnight that offer varying levels of automation. Email marketing automation is a great way to generate significant exposure with custom and potential customers. This includes general updates; such as a weekly or monthly blog post list or new products added to your ecommerce store. There are complex systems and CRM tools that bake in content automation (email) and platforms like MailChimp and Constant Contact that can integrate directly with your ecommerce website to send notifications, updates and more based on a set number of rules.
Like anything, too much can also cause issues with your potential customers and existing customers. Automation is great when you consider their point of view and email consumption when it comes to your brand, products or service. A new lead funnel that is sending three email a day for a week is overwhelming and likely going to cause harm to your ability to establish a relationship with a new client. Building a strategy that considers all of these variables and creates paths that shift as the lead or customer engages with your automation channel will help increase your ROI.
If you are considering an automation email marketing campaign channel, our team will assist in reviewing the various stages of your sales cycle and customer retention to ensure that the automation adds value to the relationship.
Managed Email Marketing
The core of our email marketing service revolves around managed email marketing. This is where our team will help manage nearly every aspect of your email marketing strategy and make adjustments and recommendations to help improve the channel performance through strategic data collection and reporting.
Managed email marketing breaks into a few segments once the core strategy is up and running: testing, modification, sending, reporting and analytics. This approach helps ensure that your message is delivered and each phase is optimized to get the best result. Overtime, the strategy is adjusted to refine various elements to ensure that the lists are hygienic and that spam and bounce issues are resolved immediately. This proactive approach helps ensure that the reputation of your domain and the emails you send are in the best possible position for exposure.
Analytics & Reporting
We love Google Analytics and the fact that you can easily create tracking URLs to track your individual email marketing campaigns, but understanding what happens before, during and after the click is what matters, not just the end results.
By analyzing the lists, open rates, bounce rates, CTR, creative and a variety of other factors; our team can build a comprehensive report that will help spell out the positives and negatives of each campaign. Over time, the data helps craft a story of what is really working to drive the most qualified exposure for your brand, product or service. The proper adjustments lead to an increase in CTR, more opens, higher delivery rates and ultimately a better ROI for your email marketing channel. Our team can help build a factorial experiment that is designed to improve your email marketing.
There are many variables that can impact your email marketing effectiveness. Below is a short list of things to review, consider and implement before you start letting the emails fly. This list is just a partial overview of how we approach email marketing and some basic email marketing tips to improve your results. It is important to state, in certain cases below it is better to have NO strategy vs. a broken one.
Adding an SPF record to your domain essentially validates your domain and the IP you are sending mail from. This basically provides permission to allow that IP (email server, MailChimp, Constant Contact) to send email on your behalf. Use the MXtoolbox.com SPF lookup to verify, click here.
This is a digital signature that receiving ISPs can look at to validate the authenticity of the email and the source. A lot like an SPF record, it is critical these are setup correctly. This testing is typically more complex and requires knowledge of the DKIM selector.
This is typically resolved by your host, but ensuring that your domain IP reverses to the name is just one more step that helps authenticate your email, domain and the emails you are sending.
If you are blacklisted – don’t even attempt to send emails – get this fixed first. You can see if you are blacklisted using this free service, Click Here. In some cases you will need to check the IP of the server you send your email from as well, this will help ensure that the path is clean.
Spam complaints will hurt your reputation and it is nearly impossible to not get a complaint – even from customers. It is important to immediately resolve spam issues, block that email and work to ensure that you limit your spam exposure. Unsubscribe links, honoring removals, etc. really matter!
See spam. If you are not honoring the unsubscribe requests – those will turn into spam complaints. Don’t ignore them – make sure that you are working to keep your list clean.
(Hard/Soft) – bounces vary by type; hard and soft. Hard bounces typically mean the email no longer exists and you should remove it from your list immediately. A soft bounce could be an auto response or another lesser issue. Having a rule in place to remove the user after a certain number ensures your reputation stays intact and your results are improved.
If you are looking for additional email marketing resources, we recommend: