The holiday season isn’t just closing in — it’s already started for many marketers preparing for Black Friday, Cyber Monday, and beyond. A big holiday season also brings big revenue goals, prompting many marketers to expand mailing lists and increase sending frequency to meet these goals. Before you make a decision that might derail your marketing efforts, here are a couple of recommendations to optimize your deliverability during the holiday season.
In the early days of email, spam filters were all about the content. Including specific combinations of words and phrases would often make your message more likely to be flagged as spam or blocked outright. As mailbox providers and their spam filters evolved, sender reputation became more important as a factor: instead of a single message, providers evaluate a sender’s “body of work.” Senders whose messages often generate spam complaints or are ignored by recipients are now the most likely to end up in the dreaded spam folder. Message content still factors into many spam filters, but is almost always outweighed by IP or domain reputation.
Even so, many in the industry remain convinced certain words or phrases are the kiss of death for an email. You can find recent articles advising marketers to avoid including words like “free” in the subject line, along with symbols like dollar signs or exclamation points. It’s not hard for senders to get confused with the seemingly conflicting information out there, so we wanted to investigate how it all might tie together.
Recently a few MessageGears users reached out to our Deliverability Team, concerned with a banner added to their messages prompting recipients to unsubscribe. We recently wrote about Gmail’s Easy Unsubscribe feature and its impact on open rates, but these addresses weren’t hosted at Gmail and the Unsubscribe prompt looked a little different than those presented by Google.
Getting deliverability right is the foundation of every successful email campaign. If you aren’t hitting the inbox, all that work you did to create the content and get it out the door doesn’t matter. Our latest webinar brought in deliverability experts Brad Gurley (MessageGears) and Luke Martinez (250ok) to discuss some of the challenges marketing teams face when considering how to fix deliverability issues.
Over its 15 years of existence, Gmail has undergone some major changes – some heralded by fanfare, others made without warning or even acknowledgement. From perpetual beta status and Priority Inbox to Promotion annotations and AMP, Google’s penchant for innovation has often left marketers running to keep up with the latest update.
The primary goal of all email marketers is to drive customer engagement and retention, while constantly improving ROI. From content to IP/domain management and analytics, there are countless factors that go into implementing a successful email marketing campaign. However, when getting to the core of optimizing email campaigns and deliverability, it comes down to how you’re using data. Having access to all your data in an organized manner is one the most valuable resources email marketers can have.
Within the MessageGears cross-channel ESP platform, we offer one of the most powerful data analytics tools available in the ESP industry. It provides in-depth aggregate data on the entire lifespan of a specific campaign or job, down to the domain level (Gmail, Hotmail, etc.). Our analytics features not only help marketers easily digest and understand their email metrics, but also how they can improve their email efforts.
The MessageGears analytics toolset is composed of three levels of data — the account level, the campaign level, and the job level with performance by domain. Each level provides valuable data and trends to help identify potential issues and patterns with your sends.
IP/domain warmup is a process where organizations starting to mail off of fresh IPs and domains, gradually ramp up their volumes, while ISPs (internet-service providers) assess the quality of the new mail stream. The goal is to establish a strong sender reputation by slowly ramping up to full volume starting with your most engaged subscribers over a period of time. Typically, this process takes ~3-6 weeks but will vary with each sender.
In enterprise email marketing, the cloud has become nearly ubiquitous. That’s because it’s a huge asset for high-volume senders to get their emails out the door. But are retailers making the best use of the marketing cloud when it comes to managing sensitive customer data? Deciding which customer data to store in the cloud and which data to store on premises is a question every large B2C company has to grapple with.
For high-volume, data-centric companies that are managing large amounts of rapidly changing data, it may make sense to use a Hybrid email marketing model. This allows them to store sensitive customer data in house, behind a company firewall. And they can still making use of the cloud to handle resource-heavy tasks, such as message rendering and delivery. Below are four reasons you may want to use a Hybrid email marketing model to manage your sensitive customer data
We all agree email marketing is one of the top drivers of customer engagement, yielding the highest potential ROI of all marketing channels. We continue to see enterprise businesses investing more and more into email marketing, but are they optimizing their email efforts to improve deliverability?
With ReturnPath’s studies on email metrics, they show that read rates continue to drop annually and more messages are hitting the spam/bulk folder. Contrarily, they also found more consumers were marking promotional email as “Not Spam.”
Most ISPs (internet service providers) utilize machine learning to determine how they should filter inbound mail. Their primary goal is to ensure their users are happy, by delivering “wanted” mail to the inbox and keeping everything else out — whether it’s never delivered or filtered to spam. So it’s not necessarily that users aren’t engaging with email as often, but rather that ISP filters are becoming more aggressive — often filtering messages that users want to see in their inbox to the spam folder.
So as a sender, what are some best practices to follow to ensure your marketing emails are hitting customer’s inbox?
Deliverability data has become a checkbox on the path of email marketing, but what does deliverability data reveal about the entire customer journey? The success of an email marketing campaign is usually evaluated by a few key deliverability metrics. Was…