Building organic email lists and developing ways to increase email subscriber engagement are huge tasks for email marketers. But do you realize how important creating and protecting your sender reputation is to user engagement? If the Internet Service Providers (ISPs) can’t trust you, then chances are your emails won’t make it to the inbox. If you have poor inbox deliverability, then your email subscriber engagement performance will suffer.
With that said, clearly building trust with both the ISPs and your email subscribers is critical to your overall marketing campaign success. Let ‘s check out a few ways you can establish trust with both and create a positive impact on your email subscriber engagement.
Subscriber Engagement and Inbox Deliverability
The first step for creating email subscriber engagement starts at the sign-up process. Often times marketers will hide information within the copy of the sign-up or registration form…don’t do that! When you ask a customer to register, make sure you tell them exactly what they are registering for. This is your first contact with this customer so you want your relationship to get off on the right foot.
As part of your registration, newsletter, or download request, make sure you specify exactly what information you’ll be getting from them and how you’ll be using it. For example, if you do a weekly newsletter, then tell them that. If you want to send periodic marketing emails, then tell them that.
If you’ll be using their information for a variety of email types, then allow them the opportunity to opt-in or opt-out of what they want. For example, give them separate checkboxes for newsletters, promotions, and marketing emails — this way the user can opt-in to the ones they want and opt-out of the ones they don’t want. If you deal with customers globally, then ensure that none of the boxes are pre-checked as that is a requirement that is part of the GDPR policy.
As part of the sign-up process, after they’ve completed the necessary sign-up online, follow-up with a personalized welcome email. This is a great way to obtain a second opt-in (or double opt-in step), confirm their email address, and connect with them again.
In an effort to further foster your relationship with your new customer, let the welcome email serve as the first email of your welcome email series. Create a personalized series, using their name, that provides special incentives, behind the scenes information, and tips on how to best use your site. Not only with this series build a strong foundation for you and your new customer, but it will also allow you the opportunity to find out additional demographic, shopping and user behavior about them that you can use in future campaigns.
Check out the MailMonitor blog for more tips and best practices on email deliverability, inbox placement, reputation monitoring, and email audit strategies.
To discover how the MailMonitor suite of tools can help your business master email deliverability and reputation management, contact us and request a demo!