Lightning Guide: How to get your campaigns delivered into your customers’ inbox

Lightning Guide: How to get your campaigns delivered into your customers inbox - mailmonitor

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You probably know by now that email marketing is still one of the best strategies your brand can use to market its products and services. Not only does the approach provide a high return on investment, but the cost to get it going is also reasonable as well.

Yet how can you take advantage of your email marketing campaign when you can’t land in your recipients’ inbox in the first place?

Crafting the ideal email template is good, but that’s only half the battle. You still need to get into your subscribers’ mailbox for them to receive and open your emails.

To help with your email marketing campaigns, we’ve prepared a list of tips that will get your messages delivered to customer inboxes with ease and increase your inbox placement rate.

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Tips to make it to the inbox

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Tip #1: Send Relevant and Interesting Information to Your Subscribers

Sending relevant and interesting information to your subscribers is one of the keys to success in email marketing. People who know that they can receive valuable content in your messages will start anticipating the next time they land in their inboxes.

A great way to provide educational content to your readers is by combining it with how your product or service works. Sending this type of information proactively can let users know that your brand can alleviate their pain points.

The good news is that you can provide such valuable information in different forms. This could be a link to a frequently asked questions page, a product guide, or even a step-by-step tutorial. But you shouldn’t just focus on what your company has to offer, educational content could also be about the latest happenings in your industry or niche.

Providing educational content is one way you can consistently supply your contacts with value while improving your inbox placement rates. Prospects and customers will see that you are an expert and that your brand’s capabilities can be trusted.

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Tip #2: Use a Recognizable “From:” Address

Using the same “from:” address when sending emails helps recipients in recognizing your brand. When you use different sender names or addresses, your contacts won’t know it’s you and may not want to open your messages.

Sender names from emails provide contacts with the answer to whether or not certain messages are genuine or spam. Besides using the same address, you can reinforce your trustworthiness as well as increase brand recognition by incorporating your brand name in it.

There are a few ways you can go about this such as:

  • Combining your brand name with your first name
  • Using your brand, company, or newsletter name by themselves
  • Using a unique sender and brand name combination to differentiate certain email content

Besides using a recognizable sender name, you should also avoid using no-reply email addresses. These types of accounts reduce the trust a brand gets from subscribers. It also adds an extra step when they’re trying to communicate with brands– instead of just replying back, they have to look up the customer support email and go through that. If they can’t find it, they may just give up and feel dissatisfied with the interaction.

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Tip #3: Incorporate Permission-Based Email Marketing

One way you can get permission to email your contacts is by leveraging an opt-in feature in email marketing. This allows you to validate users that are interested in receiving content from you in the future by signing up to your email list.

Although the concept may sound simple, the consequences that come with it can be significant for senders. This is especially true since being marked as a spammer can have severe ramifications to sender reputation and email deliverability.

Besides harming your reputation, sending unwanted messages can also result in you having to pay hefty fines. Whenever you send a message to a user without their explicit permission, you are sending spam to them. The same is true even if you have already emailed them in the past.

If they didn’t give you permission to send them specific email content, then your messages can be marked for the spam folder. That’s why getting permission from subscribers, especially using single or double opt-in capabilities, is essential to avoid being penalized.

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Tip #4: Set Up Email Authentication Protocols

Setting up email authentication protocols provides a way for mailbox providers and internet service providers to verify a sender’s identity and the origin of their emails. Without it, your messages can be blocked even before they can reach your intended subscriber’s inbox.

Today, there are many companies that use email marketing, and thus, various email authentication methods are needed as well. The three most common protocols used are Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting & Conformance (DMARC).

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Tip #5: Measure Your Email Marketing Metrics

The only way you will know if your email campaign is working as intended is by keeping track of its metrics. By monitoring its key performance indicators (KPIs), you’ll know whether your actions are achieving their objectives or not.

Apart from that, tracking your email campaigns also helps you understand your contacts better and see how they engage with your messages. When you aren’t tracking metrics like your open rate, bounce rate, delivery rate (inbox rate), and click-through rate, you won’t get a clear picture of how your campaign is working.

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Tip #6: Provide a Clear and Direct Unsubscribe Link

Providing a clear and direct link to unsubscribe from your newsletter doesn’t affect your emails negatively. In fact, it helps keep your email lists clean by ensuring that those who stick around are people interested in receiving further content from you.

Additionally, sending targeted messages to people who want to receive your messages increases the likelihood that your open and click-through rates rise.

That’s why when people want to unsubscribe, make it easy on their end by adding the appropriate link at the bottom of your emails.

However, providing the option to unsubscribe shouldn’t be the only thing present in the emails delivered. You also want to provide various other options to your contacts as well. After all, not everyone will want to unsubscribe from your list. Others simply want fewer messages or topics that are more relevant to them.

Providing these choices to your contacts allows them to stay with your list while still keeping them engaged. Giving them control of what messages they get can significantly deter them from marking your emails and increasing your spam complaint rate.

Additionally, such options can prove to be valuable in the long run since recipients will have other choices other than fully unsubscribing from your list.

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Tip #7: Use Email Personalization As Much As Possible

Sending emails that haven’t been personalized according to your audience won’t resonate well with them. Once you get personalization right, you can compel readers to interact with your messages and click on its links.

To get started, you can go with the basics such as incorporating the first names of your contacts in subject lines. If you have more advanced information about them, you can create compelling calls-to-action (CTAs) in the email body.

Personalization plays an important role in today’s email marketing since more and more people want to see messages that are intended for them. Marketers who are able to leverage it can expect their open rates and clicks to increase drastically.

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Tip #8: Take Advantage of Email Automation

Workflows that help automate your email marketing campaign make use of emails that are sent automatically to nurture leads and turn them into customers. A great way an email automation workflow nurtures leads is by sending people follow-up information and resources that are relevant to them.

One of the biggest advantages of email automation is that you can just set them up and trigger whenever a specific action is taken by your recipients. You don’t have to worry about setting things off on your own – your workflow does this on your behalf.

When you can automate your email campaigns, you can save a lot of time that would otherwise be needed in manually completing specific requirements. Your email marketing software can take care of the repetitive tasks while you focus on other, more important aspects of your marketing approach.

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Tip #9: Make Sure Your Emails Are Mobile-Friendly

Mobile devices are here to stay, which is why when you design your email templates, make sure that they all follow the mobile-first approach. The main reason for this is because more and more people are now on mobile to do many things including accessing their emails.

When you have messages designed to be responsive for mobile, you can make your messages accessible to people who frequently use their gadgets to stay updated. Furthermore, designing for mobile also means that this category of users will have a better experience than if you only optimized your emails for desktop.

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Tip #10: Clean Your Email Lists Every Now And Then

Many email marketers take for granted the benefits that come with a hygienic mailing list. Keeping a list clean is one of the most important things you can do if you want your campaigns to succeed.

As your lists start to age, contacts that have been added to your databases will start to become inactive. This could be because the person has changed their job, has moved on to another email provider, or simply lost their credentials and are no longer able to log in.

When you send emails to email addresses that aren’t active, you run the risk of increasing your bounce rate. A high bounce rate is one of the indications of poor email list hygiene, which email service providers and anti-spam agencies take into account seriously. These entities can easily block your messages from getting through or even flag you as a spammer if you continue sending to inactive subscribers.

By cleaning your lists regularly, you ensure that only contacts who are still active and interested in receiving your emails are the ones present in your mailing lists.

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Conclusion

As an email marketer, the first goal for you after designing your emails is to make sure that they arrive at their target destinations as soon as you send them out. This is because all of your efforts in crafting your messages will be pointless if they aren’t received by your subscribers.

The tips that have been provided above are some of the best methods to follow if you want to have the highest guarantee of achieving inbox placement.

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