• Georgia Hatton

6 Email Marketing Tips You Didn't Already Know

Tech.co share their essential email marketing tips on how to make your email marketing strategy pop.

1. Authenticate your domain

Domain authentication is a great way to ensure that your online reputation remains intact, no matter what IP address you are emailing from.

“Authentication gives ISPs (email providers) identification that you are who you say you are, and are sending email legitimately. Without authentication, your chances of being filtered or blocked by major mailbox providers are increased. As a legitimate business, authentication is not optional; it is essential to securing your brand and online reputation.” Senior CRM Manager, Sabina Alieva

Fortunately, authenticating your domain should be pretty easy, depending on your email provider. In most cases, you'll be able to simply find an “authenticate” section in the platform, which will walk you through, step by step, how to go about doing so.

2. Maintain proper IP allocation

Maintaining proper IP allocation can seriously help your emails get delivered to the right place. For a little background, there are two types of IP addresses: shared and dedicated.

A shared IP address is used by multiple marketers or companies to deploy email. This means that the reputation of the IP address is based on all the companies utilising it for email, which can often have a negative effect on the overall quality.

A dedicated IP address, on the other hand, is used by a single sender or company, with no other marketer or company being able to send email from this IP address. If you're a larger company with a bigger budget, this is perfect, as it allows you complete control over the reputation of your IP address. Simply put, if you can swing it, go for a dedicated IP address for the sake of your email marketing.

3. Get rid of barriers to unsubscribe

Customers are going to notice when you make it difficult to unsubscribe, and they aren't going to like it. Rather than go through the effort, they're just going to mark your emails as spam, and that's never good. According to Tech.co's email marketing consultant, Alieva:

 “If enough users mark a sender as spam, email service providers (like Gmail) will start filtering your domain out, and you will start landing only in the spam folder.”

While it might seem counter-intuitive, you actually want it to be as easy as possible to unsubscribe. The fact is that unsubscribers won't hurt you nearly as much as inactive readers and spam senders will, so allowing them to unsubscribe is truly in your best interest.

Also, be sure to take note of the complaint rate metric, provided by your email marketing software. This will help you test and refine your strategy as you go, to ensure you're reducing negative feedback and can continue reaching the most people.

4. Send emails at the right time

Whether it's stand up comedy or email marketing, the importance of timing cannot be understated. Given the huge number of emails being sent and received on a daily basis, the difference between a morning email and an afternoon email could be substantial as far as your open rates are concerned.

So when is the right time? Generally speaking, the best time to send an email is between 9am and 3pm. However, the answer fluctuates depending on customer demographics, geographic location, and industry.

Testing based on timing is the best way to find the optimal moment for sending to your audience, but consider who you're sending to to inform your decision. Particularly if you email internationally, segmenting your email list to send out at different times is the best way to help your emails get read.

5. Reward loyal openers

Everyone loves to be appreciated for their hard work, and your customers are no different. If they've been diligently opening your emails and making purchases, you should make an extra effort to thank them with exclusive discount codes, special sales, or tailored recommended products for this valued group. After all, they're the loyal customer you've been after, and you want to keep them that way.

Trust us – customer appreciation plays a big role in the success of any business. And on the flip side, 68% of customers will stop doing business with a company because of perceived indifference towards them.

6. Use an email signature

It may seem trivial, but any effort to appear more professional is going to make you a better option for potential customers. An email signature will show them that you are a legitimate business that is worth their attention.

Don't overthink it. A simple sign off with a few contact details and the company's logo will be more than enough to show prospective customers that you aren't a phishing scammer – or worse, someone that doesn't know how to add an email signature.

Find the full list of 36 Tried and Tested Email Marketing Tips here.

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