First, implement better list management strategies
“One of the biggest risks with proliferation is damage to your sender reputation, also known as sender score. People’s email addresses (and other information) change over time. Mailbox providers and others in email Ecosystems sometimes no longer use these old valid email addresses as spam traps to catch bad actors when you need to send messages to people you have not recently or never interacted with via email recently , There is a high risk of causing low open rates and increased complaints, so it is important to implement strong list maintenance processes that double-check email addresses before sending, “said Guy Hanson, vice president Customer engagement, validity.
Second, remember, slowly and steadily wins the race
“If you have to go far, best practices include a slow and steady approach, like Booking.com, also a guest at our most recent summit, did this year. As you would expect, at the start of the pandemic, many companies have In the.” In the travel industry, email marketing efforts were greatly reduced, and the challenge later was getting back into the inbox safely and effectively. During the summit, Sjoerd Engelblik, Product Manager, Marketing Messaging Infrastructure at Booking.com, explained how slow the company was reintroducing itself to customers and prospects. One technique for warming up the inbox was to determine which subscribers are most likely to be receptive to your messages and email them first, “said Hanson.
Third, segmentation is key
“Booking.com also segmented its audience and carefully crafted relevant messages. In addition, the company tested messages with smaller audiences before running larger mailings while staggering delivery times. This helped avoid system overload by sending messages all at once were carried over to the entire list, “said Hanson.
Keywords: 2021 Email Marketing Tips, Email Content Tips, Email Marketing, Email Marketing Tips, Validity
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