Most experts agree that email marketing campaigns provide higher ROI than social media marketing. However, the success of a campaign depends on deliverability. Don’t get me wrong and let me put the point straight. This is the way people see your email - open it and click. Even if the deliverability is just 1-2%, it can yield significant results.
However, maximizing the ROI of email campaigns is not easy as the threat of spam mails or poor IP reputation can prove to be a major hindrance.
To maximize your email deliverability, you need to be familiar with these three strategies that will help you win the game:
1. Go for a lower bounce rate
Bounce rate is one of the most dreaded metrics for an email marketer. A high bounce rate takes out all the fun from a process. The lower the bounce rate, the better it will be. ISPs like those senders that have low bounce rates. So, take care of your email list and make sure it is fresh and correct. Not doing so can make it a perfectly potential victim of spamming. Once you are caught in the trap of spamming, your reputation will be severely hurt and your IP address can also be blacklisted.
2. Avoid buying lists
Buying an email list for your email campaign is a poor decision, especially when you are a startup. This may seem attractive at first, but it’s detrimental to the deliverability rate and a sender's reputation. This is because if your target customer has not heard about you before and suddenly they get a mail, chances are that they will not waste a second and send it in trash. Why will they entertain a mail from an unknown entity? The other thing is that your email metrics will go for a toss with an unreliable email list. There is also a threat of your IP address getting blocked because of too many spam-related complaints.
3. Segment on the basis of engagement
ISPs can love you but it’s certainly not going to be an easy task. The most important parameter ISPs see is the degree of engagement of your emails. If more people see and open your emails, they will certainly love it. They like it when a majority of email engagements hit the primary button, which is known as inboxing. This is the percentage of emails that reached the primary inbox rather than the spam folder.
As an email marketer, your goal should be to target the primary inbox of customers. You should also make sure that the hard bounce rate metric remains at a low level. Also, don’t forget to prepare a staggered list of emails based on the level of engagement.