Undisputedly, most marketers consider email marketing as the most potent and useful tool in their toolkit. An email subscriber list could provide you with a steady stream of traffic, customer recognition and high value leads.
But recently the email service providers like Gmail and Microsoft have increasingly limited the marketer’s ability to reach the audience through email marketing. This is done through stringent filters that divert non-specific emails to spam and promotions folder. Needless to say, this greatly limits your ability to sell through emails, the one-medium that gives direct access to your potential customers.
As a marketer, your first job would be to rescue your emails from the promotions and spam folder and reinstate them into the subscribers inbox.
Reasons that your marketing emails get flagged as promotional or spam
Whether its newsletter or promotional mails, an average email user receives an overwhelming number of messages each day. For example, an average consumer will receive almost 104 emails on an average day. Yes, it’s staggering!
Needless to say, it’s quite an impossible and uninteresting task for a normal user to go through 104 mails on a daily basis. The email service providers are also aware that it’s quite an unpleasant experience to be served all these mails to the consumer.
Also, a significant portion of the business owners take emails to be an easy and cheap way to market their business. This leads to a voluminous amount of sales-pitch mails that don’t have the intent to serve the user’s purpose. These emails tend to be usually spammy in nature.
A large volume of marketing emails could lead the user to stop using the particular email address. This could involve a change in the email service provider.
As a result, the email service providers like Gmail and Yahoo have stepped-in and established stringent rules to filter and remove all the irrelevant emails. This helps the users to be served with the highest quality emails that may directly serve the user needs and demands.
All emails that fail to get enough user engagement get routed to the promotions or spam folder.
As a result, your emails are now more focussed on customer engagement and not on the number of emails being sent. If you can’t reach too many emails, it simply means that your messages aren’t interesting or engaging to the common user base.
Understand the rules of email marketing
If you are using emails as a means of customer acquisition, you might have noticed the sharp drop in the number of emails that actually reaches your audience and the resulting number of leads.
Just sending mass advertising mails will generally fail the spam filters. As a result, your emails may get blacklisted into the promotions folder as the first step. Afterwards, if your emails follow the same nature, they will be getting flagged as spam.
In the earlier era, this could be the equivalent to the post master dumping the promotion mails into the pond.
Similarly, your mass sales emails are automatically sent to the spam folder.
As a result, neither of them gets read.
Humour aside, this has led to a situation where the mailers can’t be trusted as a genuine source of leads.
In order to remedy the situation, you need to understand the underlying rules of email marketing.
I have briefly outlined them below:
- Emails should be minimalistic – Highly visual and design-oriented emails are an absolute ‘No’, unless you have a large following
- Ensure that you have permission to email the right users – Sending unsolicited mailers is an easy way to get flagged as spam by users
- Follow the logic of headline and email content – Ensure that the mailer content matches your content headline. In case of incongruence between the headline and email content, the email algorithms are smart enough to recognize and penalize your particular email sender IP, Domain etc.
- Include your address – include the sender address that lets your consumers reply to your mail. The address lets you include diverse addresses such as senders email, content and different interactions.
- Include unsubscribe button – If you have to choose between being marked as spam or losing a subscriber, having a one-reader-less is always preferable. Always, include your unsubscribe button in a highly visible area.
In short, your emails should be able to engage and communicate with your prospects along every step of the way. If you want to learn more, the campaign monitor provides a detailed list of different factors that determines the success or failure of your e-mailer campaign.
In short, the road to your consumers’ inbox is genuinely about being smart and straightforward.
Below, we will discuss three steps to rescue your emails from the spam/promotions folder and how to in-turn, achieve maximum visibility.
Segmenting and strategize your emails list
As obvious as it is, the primary goal of your marketing emails is to be opened and read in the user’s inbox. You need to maximize the probability of achieving this successful outcome.
As a marketing person, you need to understand the diverse aspects that may help you understand your consumers.
The customer segmentation is a great way to achieve this goal. This involves collecting and segregating the collective emails into specific lists.
You should also understand the different pain points associated with particular emails. You also need to obtain specific information tailored to that specific user.
This helps you to meaningfully manage your entire consumer base based on the right segments. Afterwards, you can send specific messages that cater to the specific requirements of specific audiences.
This will increase the reach and correspondence with each of your emails. If you can establish a successful correspondence with an audience, it will proportionally increase the chances of your emails getting read and responded.
Increasing the engagement/emails
As we have already discussed, the ability to appeal and engage your audience can make or break your campaign. You need to make sure that each of your campaign plays its part to increase the engagement.
The email engagement has become a watchword for a mindful marketer. You need to take proactive steps to increase the engagement per email and campaign.
Let’s assume that you are running your campaign based on the segmented email list.
Getting more engagement could mean many things – higher open rates, higher click-through rates, getting more emails read, managing the campaign frequency; all these different factors help you understand, the way your emails appeal to your customers.
An email campaign platform such as kapture CRM lets you manage and evaluate the entire campaign performance metrics. You can measure the relevant open and unique clicks for a particular channel.
This helps you run and manage nuanced campaigns that help you maximize these different relevant metrics.
The takeaway is simple and straightforward!
If you want to compete in the search results, you need to invest in high quality SEO process. If you want to increase website conversions, you should make it easier for your customers to buy from your business.
If you want your emails to reach your recipient inbox, you should make it really engaging and highly targeted. A CRM platform lets you closely understand your customer preferences and requirements. It also helps you run planned e-mailer campaign that will actually reach your customers inbox at the right time.