8 ways to land up in the inbox of your audience

Email marketing is the most effective way to communicate with customers. For every $1 that you invest, the standard ROI is $42. Moreover, emails have better reach compared to organic social media, and hence, it’s a channel that needs careful cultivation.

However, many times, emails simply land up in the spam folder. In this article, I will share some methods that marketers can follow to ensure that their emails are delivered to the inbox of the target audience.

  1. Credible body-copy: The way an email is crafted, from the subject line, to the body copy and “ Sender” name largely affects the delivery rate of the emails. Demonstrated in the following infographic are some things to keep in mind.

2. Content- Other than crafting different kinds of emails, there are several aspects of content that need to be taken care of: (INFO- Content is king)

· Marketers need to be keep in mind that clear, consistent, relevant content that does not require scrolling too much, and is responsive in design work best.

· Other than this, the content should be optimized for machines as well, that is, the email should not contain too many stock images, should have the correct image-text ratio, and should contain a tracking link to further assess the recipients engagement.

3. Increase Delivery Rates: Other than maintaining the cleanliness of email lists, and following laws, there are several ways in which marketers can increase the delivery rates of their emails.

The first and most important thing is to have a clear unsubscribe button or link that will significantly reduce the number of spam complaints. The best practice is to design a list-unsubscribe feature that makes the whole process as seamless as one click.

For senders wanting a second chance, it’s best to avoid aggressively persuasive copies, or convoluted sign-up processes. The best practice here is to remember about the user lifecycle where every email sent should demonstrate the value of the product or service to the customer. If that is not the case, then it is better to let the person unsubscribe.

4. Stay out of Spam- The way that images and texts are formatted go a long way in delivering emails to the inbox or spam. The following are some things to keep in mind as far as the design aspects are concerned.

Other than this, it’s also a good idea to avoid spam triggers by authenticating the email address. In today’s world, the following are some of the authentication best practices:

· SPF or Sender Policy Framework– it’s an email authentication standard that compares a sender’s IP address to the list of addresses authorized to send from that domain. He list is published in the domain’s DNS records.

· DKIM or Domain Keys Identified Mail– This ensures that email messages are not tampered with during the transmission process.

· DMARC or Domain-Based Message Authentication Reporting and Conformance– This method is a sophisticated amalgamation of SPF and DKIM methodologies to ensure that there is no email spoofing or forging of addresses.

· BIMI or Brand Indicators for Message Identification– It’s an authentication method that attaches the business logo to the email, making it more visually recognizable to recipients.

5. Optimization- As stated earlier, emails should be optimized in the following two ways:

· Marketers need to be keep in mind that clear, consistent, relevant content that does not require scrolling too much, and is responsive in design work best.

· Other than this, the content should be optimized for machines as well, that is, the email should not contain too many stock images, should have the correct image-text ratio, and should contain a tracking link to further assess the recipients engagement.

6. Segmentation- In marketing one-size does not fit all. Since everyone is not the same, every person interested in your product has a different reason for their engagement. Hence, it is important to craft messages as narrowly tailored as possible to meet the customer’s wants, interests and demands. The following are some of the segmentation strategies that can be used while creating emails.

7. Monitor campaign metrics- Establish certain metrics to determine success of campaigns, like delivery rates, open rates, click-through rates. If some of them record low numbers in the monthly tracking reports, then take measures and implement AB testing to find out what works best.

8. Have an SOS plan in place- No campaign runs perfectly, and glitches are inevitable along the process. Hence it is necessary to create a support team that includes customer support and marketing automation team to resolve these issues.

Other than this, here is another takeaway:

Malya Bandyopadhyay

I am a marketing expert with experience of handling digital campaigns, nurture programs, webinars and events.Follow

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