I would say that it’s one thing to recognize a problem and quite another to fix it. Yet, when it comes to marketing, a challenge many people face is recognizing what the problem is in the first place. In the case of email marketing, you couldn’t just say that you’re struggling with email campaigns and feel burnt out. There’s always a reason why you’re feeling email marketing burn out – and there’s always a way to bounce back from it. Assessing the situation and figuring out your part in the burn is always step one. From there you can figure out how to approach a solution. Problem: You’re struggling with ideas on what to create – even in a brainstorm with a colleague. Solution: Develop a series. A series is a great way to create interconnected content that tells a story and continues through several smaller campaign cycles. It also gives you a break from having to go back to ideation at every new campaign. Problem: You’re sales pitch to your client is weak, and you’re going in circles about why this next email campaign is a great idea. You’re uninspired and truly have no ideas. Solution: You need to expose yourself to more industry conversations. Read more books and blog posts. Follow industry thought leaders. Setup Google alerts. Network. Just get out there and expose yourself to new ideas. Problem: You’re lacking personal investment and enthusiasm. Solution: You need to bring something to the table and get invested. Take personal responsibility for the project. If you could change something, what would it be and why? There’s your solution, now go out and make the pitch to implement your idea. Problem: The client is failing to deliver on content and graphics you need to move forward with the email marketing campaign. Solution: Sometimes the client can’t delivery to you until someone on her team first delivers to her. The solution here is to come up with “plan B” approach that isn’t dependent on deliveries. The solution to a problem concerning the client is often simply a conversation with the client to really understand where the failure is occurring and how to move beyond it? Problem: You’re dreading the fact that you’re soon going to have to think of an email marketing campaign. Solution: Think of the “tree” instead of the “forest.” Stop worrying about sending out a great campaign. Instead think of your customer – what’s going on in their lives, what interests them, etc. If they were in front of you, what would you talk to them about? What advice would you give them? That’s your next campaign. Pushing Past Email Marketing Burnout: Creating Action-Oriented Silos Charts for Problem Solving Problem solving by working backwards from the sentiment is a great way to target the root cause of any burn out. Practice it for email marketing burnout or any other problem you might have. Start with writing out how you feel about a dilemma – so, for example, you could state any one of the problems above. Then work backwards to create silos that further break down the “why” behind each problem. Why were you stuck; why are you feeling that way; why can’t you move forward. After a series of identifiers you’ll reach the last couple of silos, which should transition into the “how” or “what.” Here is where you’re going to transition into how you can shift past those obstacles and what solid steps you’ll take to get there.
Spam filters play a huge role in affecting the deliverability of emails that subscribers have opted-in for. These filters sometimes prevent mails which are not spam from reaching the inbox of subscribers. This can adversely affect your open and click through response rates by as much as 20-30%. To ensure your requested emails get delivered, take a look at some great tips: Tip 1: Use a trustworthy ESP Using a well known Email Service Provider (ESP) would greatly improve your email deliverability. ESP’s such as benchmarkemail.com allow you to benefit from their reputation, white listings, references, and goodwill with ISPs. It takes years of hard work and dedication along with huge amounts of authentic email marketing for ESPs to build such reputations. A reputable ESP therefore plays a huge rule in ensuring that your emails get delivered. Tip 2: Select ESPs that use Feedback Loops Select an ESP that is registered with ‘Feedback Loops’ on big ISPs like Yahoo, Hotmail and AOL. Every time a recipient reports your email as spam, the feedback loop lets the ISP deliver an unsubscribe mail to your database. This makes it possible for you to prevent the recipient from receiving further mails, thus avoiding multiple complaints. In this way your reputation is also safe guarded. Tip 3: Get Permission Permission is a huge factor in the case of email deliverability. It is vital that you check that the recipients of your email have actually subscribed to your emails. This requires using a confirmed opt-in or verified opt-in process which sends all attempted subscribers a unique link at the time that they ask for information. Such subscribers must click on that unique link before they can be added to your list. By clicking on that link, the prospective subscriber confirms that the email address is his and that he has asked to receive your emails. Tip 4: Maintain your List Maintain your list by immediately removing addresses that cause your emails to bounce. An email address that causes your mail to bounce with a permanent error 2 or 3 times a month must be taken off your list. Remember that ISPs keep an eye on the number of emails that bounce; constantly sending emails to undeliverable inboxes will result in your ISPs blocking your mails. Tip 5: Keep the same \'From\' information Always use the same information in your ‘from’ field. The means you must keep the same name and address for all your emails. When you change the details in your ‘from’ field, your subscribers will have to add these new details in their address book. If they fail to do so, your emails may not reach their inbox. Most importantly, keeping the same ‘from’ details goes a long way towards helping your subscribers develop awareness of your brand name. Tip 6: Get rid of bounces Ensure that you get rid of every bounce that does not get delivered, on a priority basis. Consistently sending emails that bounce back will make ISPs take action against you and your emails. Tip 7: Stick to a frequency Sending emails at a fixed frequency, i.e., at the same day and time is a great way to get into the good books of your ISPs. It gives the impression that you are a dependable email marketer. It also prevents ISPs from thinking you are a spammer as spam mail is sent at any day and time with no fixed intervals. Tip 8: Send relevant content Always send your subscribers content that is relevant and satisfies their needs. Sending them unrelated information or sales pitches that have nothing to do with the content that they subscribed for, is a sure way to get spam complaints. Email deliverability is of great importance to every email marketer. So before you begin your campaign take a look at these email deliverability tips. They are sure to improve your deliverability results!
It is very common for companies to slowly and steadily gather email addresses on their websites from the very first day. The problem here is they are so busy collecting these addresses that they fail to use them. The reasons for not contacting those email addresses immediately could range from companies not knowing how to send marketing messages to not having the time to contact their addresses. Whatever the reason, these companies tend to hold on to their collection and do nothing - till one fine day, a year or more later. At some point in the future these companies suddenly wake up and decide to inaugurate their massive collection of addresses, compiled lovingly through the years. Unfortunately, when they start emailing their list they do not get back very loving replies. Why? Because the email addresses, and the permission that was given with them, has an expiry period. After holding on to addresses for more than 12 months and doing nothing, you no longer have the right to send these addresses your campaign newsletters. If you do suddenly blast them with newsletters – you are heading for some serious trouble. Take a look at some of the trouble you are headed for: You will get accused of sending spam Your customers visited your store, bought something and left. Some of them signed up to your email list. Now 12 months later you set up a brilliant email marketing system and send them sudden and frequent newsletters. Will they be happy to receive your numerous newsletters? Would they remember ever visiting your store? The answer to both is No. The recipients of your newsletters would in all likelihood wonder who you are and how you got their email address, and then complain that you are sending them spam. This is also the right path to getting blacklisted. Your mails will rapidly bounce back When you send newsletters to email addresses that are more than 12 months old you will notice that a lot of your mails come bouncing back. There are a lot of reasons for this: The email address may no longer exist: When this happens you should remove the address from your list. Unfortunately, if too many messages bounce you may not have the time to rectify your list as your Internet service provider may think you are sending spam and take action. To remain above the blacklist radar you need to ensure that you do not exceed a bounce rate of 10%. The address has been redirected: This could happen when a person switches jobs, or when an account is cancelled. In either case, there is a good chance that someone new will receive your newsletter. This new person has no idea that the person the newsletter was intended for had subscribed to it; this person will therefore complain that the newsletter is spam. The address has become a spam trap: Addresses that are very old are sometimes turned into spam traps. These are dangerous as sending marketing mails to these addresses have a huge adverse affect on deliverability and result in making your email service provider quite irritated. You may get blacklisted After being accused of sending spam and having your emails bounce back you now discover that you have been blacklisted by all the big Internet service providers (ISPs). This is due to a combination of people forgetting that they had signed up for your newsletter, people changing their email addresses and you walking into spam traps. Most of these issues may not be your fault, but the end result is that your mails have been bouncing and people have been making spam complaints. To your ISPs, you are using a list that is old, dirty or has been bought. This leads to your ISPs blocking you which in turn leads to your email service provider shutting down your account. So the basic fact is, if you want to save yourself the head ache of going through all these issues, make sure you clean your list regularly and remove all old and outdated email addresses. If you must use email addresses that are older than 12 months, make sure you re-introduce yourself and remind the recipient how you got their email address. You can also ask them to either sign up again, or you can ask them to use the unsubscribe link in your very first mail, if they are no longer interested. This helps getting rid of those addresses that can cause you problems later on.
Do you think one image will convey your message more effectively than 50 words? Well, certainly not, at least as far as email marketing is concerned because your email message containing only an image might be categorized as spam by leading search engines. So, what\'s the key to this little scenario? Balance. You need to balance out every single email. Instead of featuring a large image and a small amount of text in your email or newsletter, give each element adequte proportion. A large image in your emails, with an equal amount of text, will work. But never let your images dominate your email as doing so will bring you bounce rates like you would not believe.