The holiday season is creeping around the corner, and it’s one of the busiest times of year for marketers as they prepare for Black Friday and Cyber Monday. When businesses are pressured by revenue goals, there is often a tendency to expand mailing lists and increase sending cadence. Below, I will address a few tips and recommendations to better optimize your marketing programs and strategies for the holiday season.
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…
On August 16, Expedia Product Manager Madelynn Brown sat down with MessageGears CEO Roger Barnette for a Q&A style webinar to discuss the online travel giant’s email marketing strategy and data challenges that they face to meet continuously rising customer expectations for their interactions with brands. At very large organizations like Expedia, Madelynn’s role is critical if they’re going to be able to reach their customers with the right content at the right time. If you missed the interview, you can listen to it here. Here are some of the highlights.
Every good marketer knows that designing a successful holiday email program requires months of planning. Without the proper technology and infrastructure, though, a holiday email program won’t be successful no matter how well you plan everything else. With a little prep (and some conversations with your email service provider throughout the year), you can maximize your holiday success. Here are a few questions to ask yourself and your ESP to ensure you have a smooth season:
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