As the effects of the pandemic over the economy continue to rumble globally, the holiday season is just around the corner and it is known as the season with the most spending and promotional campaigns for every brand. This year will be no exception.
The holiday promotions are already urging people to shop a lot more. After all, who will say no to an appealing Black Friday, Cyber Monday or a Christmas discount? But that doesn’t mean you can sit back, hoping that your sales will skyrocket on their own. Remember, you are not the only one out there. If you don’t start drawing your customers’ attention, your competitors will beat you to it.
Changing the Game
Brand owners focus their marketing efforts in the face of this new norm – digital transformation, eCommerce growth, and email marketing campaigns.
Digital marketers, service providers and eCommerce businesses are fortunate enough to be flexible in a constantly changing environment, playing the role of early adopters. However, it’s important to create and practice a new sense of normality for business efficiency and growth too.
“Did you know that the average American consumer spent $1,048 on Christmas shopping in 2020?”
Here’s the news – email marketing is expected to account for 20% of the holidays sales this year. The email deliverability experts of MailMonitor.com share with us that consumers who buy from products marketed in emails spend 138% more than those who don’t get these emails.
If you want to know more about user spent stats for the holiday season, you can check this ROI Revolution post with this year’s most up-to-date data.
Ready to hop on this train?
During holidays seasons, keep in mind that when the cost of paid advertising increases significantly, one of the most effective ways to communicate with your prospects and community is through email marketing.
Now that we’ve put it out there, let’s face the real nightmare – spending thousands of dollars but not getting the results you expected.
Did you know that one-fifth of every commercial marketing email never reaches your customer’s Inbox? Weird, right? So the question is – where do they actually go?
They could be anywhere; from spam, junk or even be lost forever in the piles of other promotional content. We all know that no matter how expensive and powerful your email campaign is, it is useless unless it actually reaches your reader’s Inbox.
In other words, when emails do not make it to the correct mailbox, the concept of marketing is lost – making it a massive waste of money and time.
The shining hammer of Email deliverability
If we talk about it in clear language, email deliverability refers to the ability and strength of your email campaign making its way to your recipient’s Inbox – by ticking all the right boxes.
It may look like people don’t worry much about it, but this is one of the deal-breakers many big email marketing agencies face.
Keep in mind that there is a difference between email delivery and email deliverability. The delivery rate of your email marketing campaign represents the percentage of emails sent to the subscribers’ mailboxes. On the other hand, email deliverability is an indicator of inbox placing (only the emails that have succesfully reached the Inbox).
Let me break your heart by quoting Return Path, “79% of commercial emails lands in the inbox, the rest are either sent to a spam folder or goes missing —most likely blocked by the mailbox provider.” It doesn’t matter if you are investing a lot of money and time on your Christmas marketing campaign, if it isn’t well-fitted for its IP reputation, it will go down the drain like shampoo from your hair when you rinse it off.
2 Critical Deliverability Issues that Can Ruin Your Christmas Campaigns This Year
Issue #1: Sent but not received.
A successful email marketing campaign can be your go-to business booster, and the smart ones know it already. You may have read all the tips on enthralling subject lines, open rates, captivating content, powerful CTA (call-to-action) and beautiful email landing pages. These are simply not enough.
What do we want? Your email reaching their inbox. How? Through bypassing spam filters and better targeting campaigns with engaging content.
The end goal? Your subscribers open and click on them.
Therefore, the email deliverability index plays a crucial role for marketers and businesses. This indicator is not so easy to manage but it is possible to achieve a great email deliverability index. It depends on several factors; such as email service provider, domain and IP reputation, quality of the content your email contains, and your email database quality.
All these indicators can change from one campaign to another, depending on how strictly you take care of the health of your email deliverability.
Issue #2: Marked as spam
A successful email marketing strategy requires an interdisciplinary and constant monitoring of your performance indicators.
While we are on the verge of breaking into tears that we might be wasting our money by doing things wrong, let us tell you just a little more about spam score.
Do you ever wonder why your spam folder keeps blasting? Well, here is why – the spam score represents the percentage of sites with similar features that are penalized or banned by Google. A spam score between 1%-30% is considered low. If you find yourself anywhere above that score, don’t have to be dramatic and throw a fit.
Instead, take your time and perform an in-depth mail monitoring by trying any of our plans and make some improvements.
The final verdict
Now that we know about the impact of email deliverability, it’s fair to say email campaigns can do wonders, but only if they are delivered to your customer’s Inbox.
Keep in mind that having a poor email deliverability rate, is like having NO email deliverability. You either do it right, or you don’t do it at all.
There is light at the end of the tunnel if you take your email campaigns seriously and do the job the right way, as a real professional marketer would.
