Email marketing has long been a reliable method for businesses to reach their customers. It is, however, a complex channel, with various factors that need to be considered to ensure maximum engagement with customers. This guide looks at the key elements of a successful email marketing strategy, including compliance, trust, infrastructure, audience, content, toxins and traps, and experimental elements.
Compliance is essential for email marketing, requiring explicit consent from the recipient before sending messages. A double opt-in process can also be used to ensure that the recipient genuinely wants to receive emails from the brand. A sender reputation, built through landing on safe-lists, is also necessary for successful email marketing.
Infrastructure elements such as a Domain Name System, Mail Transfer Agent, Mail User Agent, Sender Policy Framework, POP3 Server, and DomainKeys Identified Mail and DMARC authentication protocols are all necessary for successful delivery of emails.
Audience segmentation is key to delivering relevant content, based on subscriber level of engagement with emails, as well as send time optimization and personalisation. Send frequency should also be based on how often the audience interacts with emails.
Content should be scannable and easy to read, with interactive emails and emojis, as well as transactional emails, providing opportunities to gain new subscribers.
Toxins include hard and soft bounces, no-reply email addresses, URL shorteners, image-heavy emails, and purchased lists. Traps include corporate filters, desktop filters, blocklists, grey and pristine spam traps, and internet service provider filters.
Experimental elements such as artificial intelligence, Accelerated Mobile Pages, Brand Indicator for Messaging Identification, and voice assistance are increasingly being used.
Finally, metrics such as opens, clicks, and conversions are vital to measure the success of email campaigns.
Email marketing is both an art and a science, and this guide provides an essential reference for an evolving strategy.
Originally reported by Martech: https://martech.org/email-marketing-strategy-a-marketers-guide/
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