Using email to promote your business and grow your brand is a cost-effective and relatively easy channel to implement in your overall marketing strategy. Email is a wholly owned form of communication that empowers you to control your messaging and directly reach potential consumers. However, emails must be smartly crafted to stand out amongst the competition and set your company for long term success. Here are three tactics to incorporate for flawlessly executed email campaigns.
Expand Your KPIs
In the past, many marketers would look at their open rates as their ultimate measure of failure or success. However, with Apple’s Mail Privacy Protection that went into effect in 2021, marketers must now pivot their way of thinking. Open rates are no longer the ultimate KPI, as Apple’s new integration has led to false opens, meaning that many unengaged subscribers appear active. With open rates being less reliable, marketers should shift their KPIs to focus on click-through rates, conversions, and overall engagement. Marketers should utilize the full power of email by encouraging two-way communication and replies with their customers to increase engagement and better track customer feedback and interest.
Keep An Eye On Your Sender Reputation
A sender reputation, which is how mailbox providers measure the trustworthiness of your emails, is one of the key factors that will influence whether your mail is delivered to the inbox of your subscribers. With so many emails being sent to consumers, it’s becoming increasingly difficult to stay out of the SPAM and promotions folder. One major factor that will affect your sender reputation is spam trap volume. Marketers need visibility into the age and types of traps they're hitting and should be cognizant of trends over time in order to identify and resolve issues as they arise. Additionally, marketers should always be measuring bounce rates and blocklists. If your IP or domain has been added to a blocklist, this can negatively impact the performance of your emails and campaigns.
Integrate Other Channels To Compliment Your Emails
In addition to your emails, you should focus on channels that complement your email messaging. Whether its social media platforms, video marketing, or blog content creation. Every email sent to a potential or current customer is email marketing and by combining this channel with other outlets, you can keep your captive subscriber list up to date and your brand top of mind. In turn, this encourages return visits to your dedicated website or landing pages and builds a sense of community. In addition, emails can be a good way to connect with your audience on a more personal level, while paid advertisements can complement your marketing outreach.
Ready to capitalize on the power of email marketing? Contact Site Impact to hear how we can help.