1. Change Up Your Subscriber List
If your list is filled with outdated, or inaccurate email addresses, you'll likely experience high
bounce rates and low engagement; this will result in minimal leads and damage to the
domain/IP reputation. It is important to rework and manage your subscriber list efficiently in
order to promote engagement and relevance, reduce inactive subscribers, avoid spam
complaints, maintain list hygiene (i.e. remove duplicate addresses), stay compliant with
regulations, and adapt to market changes. These are all important factors which, when taken
into consideration during the rework of your subscriber list, offer a high chance of helping
your campaigns.
2. Give Your Content a Makeover
Your emails should be of interest to your recipients. They should include informative content,
exclusive offers, and/or personalised recommendations—keep it fresh, relevant, and in line
with your organisation’s core values and ethos. Often, these are all things can adapt and
change to the modern day. Accordingly, it is within your best interests to be continually
updating and adapting not just the content of your emails but also the presentation and
formatting of them—especially with respect to mobile devices and tablets, which are more
commonplace than ever. Seasonal changes are also important factors to consider. Events,
holidays, and promotions provide opportunities to tailor your content and offers to match the
current season or occasion. Refreshing your content ensures that it remains aligned with
these changing contexts. Additionally, by keeping up with the latest news and trends, you
stand to gain a competitive edge over other businesses in your sector—especially if your
target audience is on the younger side. Tailoring your emails in line with these can create a
great business to consumer relationship as the consumer will feel like you understand the
current market situation.
Failure to employ the aforementioned strategies can harm your business; if you send out
repetitive, bland, and impersonalised emails you may come across and a spammer and could,
potentially, become backlisted by an ISP.
3. Take Time to Test Your Campaigns Daily
It’s essential to monitor and adjust your email campaigns to improve delivery; this can help
you detect and address delivery issues promptly. If your emails are bouncing or getting
marked as spam, taking immediate action can prevent further deliverability problems.
Additionally, making sure the relevance of your content is high always is paramount—there
is no point in having high deliverability and a fantastic email list if the content going out is not
of a high standard. This will only make your business look less professional. Thus, testing and
assessing the quality of your campaigns regularly is critical to maintaining this high standard.
One final reason to test your campaigns regularly is responsive design: with the prevalence of
mobile devices, it's crucial to ensure that your emails are mobile-responsive. Regular testing
on different devices and email clients helps confirm that your emails display correctly.
ZoomMail offers consultations on all these areas when you open an account with us—our 20
years of email marketing experience can take yours to the next level.
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David Hazzard - 14-10-2023
