Email marketing is an effective sales method. The Forrester report states that 13% of sales from current clients can be traced back to an email marketing campaign. Another report, from Custora, shows that customer acquisition from email marketing campaigns has quadrupled in the past few years.
Email Marketing Campaigns Sabortaged By Suppliers
You would think with these important figures that people would put in efforts to ensure their email marketing campaigns were perfect. Unfortunately this is not always the case. For some it is not their fault, they are cajoled into buying email lists or don’t understand the best practices.
It is also important to note that unsolicited marketing emails could be deemed illegal, especially if they contain any personal information (like a name). Therefore unless you are sending emails to info@ and admin@ (which would be very ineffective) your email list could be legally questionable.
Others on the other hand attempt to abuse email. This leads to what we have all come to know as spam!
Spam is useless and it is still based on the traditional method of delivering a sales leaflet through the door. If you are lucky you might get a response from 1% of the people who receive a leaflet because to get rid of the leaflet, people have to physically pick it up.
Email is slightly different. Unlike with post boxes we have spam filters and normally people don’t even look in their spam box but simply delete the whole lot.
Another problem is that your email marketing campaign might not even make it into the spam folder. There are times when emails ‘bounce’. There are two types of bouncing, soft and hard.
A Soft Bounce Is Easier To Solve
A soft bounce is nothing to be too concerned about. Normally it occurs when an inbox is too full to receive any further emails. You could attempt sending the email again later on, or just wait for the next email marketing campaign.
A hard bounce on the other hand is a concern. There are a few explanations for a hard bounce:
- The recipient email either no longer exists or may never have done.
- The domain name does not exist.
- The recipient server has blocked delivery.
The top point is to be expected from time to time. It is estimated that a person changes their email address every six to twelve months. Hopefully they would have signed up with their new email address anyway. Alternatively, if you have bought an email list, the recipient may possibly never have existed.
The latter is a particular concern. Know it or not, your server has a reputation. People can mark your server as a ‘trouble server’ with free services. So if you don’t apply correct email marketing etiquette you could find that you are hard bouncing a lot, as servers ban you from sending anything through them.
This can seriously damage your results. An ideal campaign should have a bounce rate (including soft bounces) below 1% and should never be higher than 5%.
The Guidelines For Email Marketing Campaigns
There are several things that you can do to avoid this:
- Only email people who have personally opted in to your email subscription (i.e. don’t buy email lists or collect them from other websites).
- Email information the audience will find useful.
- Remove any hard bouncing email addresses from your list.
- Enforce strict list management.
If you follow the above rules you will find that your email marketing campaigns should run smoothly. Providing the right content will help you engage your audience better. A highly engaged mailing list will mean fewer unsubscribers, more email sharing and higher sales.
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