|Is it a bounce? Is it a proof?
No it’s a SuperEmail!
With smartphones and tablets dominating our lives combined with record breaking web eCommerce sales reported the interest in email marketing is sky high, so I thought I’d list the 5 most popular questions I get asked by experienced veterans and first timers alike.
1. Will my email get blocked as spam?
- Watch your subject lines and content
Go easy on the SALES! and BUY NOW!!’s. Message filters will block emails with too many sales hammers.
- Check the IP address reputation of the server you are sending from.
Type in the IP address of your sending server into Senderscore or SpamCop to check it’s reputation, your ISP or ESP should be able to provide you with this information.
- Monitor your bounces
If you use an ESP (Email Service Provider) check the bounce information in the tracking reports. These should tell you if your email is getting blocked.
2. When should I send my Email Marketing Campaign?
- B2B Email
Tuesday or Thursday at either 11am or 2pm
- B2C Email
Wednesday or Friday late afternoon.
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3. US or UK Email Service Provider, what’s the difference?
- Data Protection
- Customer Service
Dead simple this one, UK based providers are awake when you are, not tucked up in their beds thousands of miles away. Our websites have phone numbers on them with email marketing advisers on the end of them ready to help.
4. Should I be thinking about mobile devices?
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- Keep it short
Unlike desktop mouse scrolling, thumb swiping can get very tedious very quickly. A good mobile responsive template will eradicate the need for pinching too.
- Help fat thumbs
Don’t have text based links too close together, if the subscriber clicks on one but gets the other by mistake your email campaign will lose it’s charm very quickly. Buttons are the key, big colourful ones that can’t be missed by thumbs of busy people!
- Subject line is king
Could be the only thing the subscriber reads, so make it engaging. “January Newsletter” for example will not get the job done.
5. What’s a good open and click rate?
In a similar fashion as “2. When should I send my Email Marketing Campaign?” this answer depends on quite a few factors. We recently produced an infographic based on NewZapp users by industry as a starting point.
Database age and quality are initial factors when responding to this question.
Your subscribers move around, alot. They change jobs, they change from hotmail to gmail, they go on maternity or paternity leave. Do they think to call and let you know? Unfortunately not, and as a consequence your email marketing campaign goes unopened. For me, any database of subscribers will start to decay after 9 – 12 months if not regularly maintained and response rates will suffer as a consequence.
This falls into 2 sub categories of purchased 3rd party lists and your own database of subscribers. The open & click rate of 3rd party lists will be considerably lower than your own clean opt-in list.
- From Email Address
Avoid info@ and sales@ or similar addresses, spam filters don’t like them and they look cold and impersonal. And don’t get me started on noreply@ this is an email marketing sopbox of mine and anyone who does this should be ashamed!
- Subject Line
As mentioned above, this could be all you get so don’t waste it with pointless statements like “January Newsletter” your subscribers already know what month it is. Ask a question, tell the reader who you are and why they should read on.