Email has become a unique marketing channel. To get more clicks and conversions, you must work harder. Here are three tips to help you stand out in the new email landscape.
- Maintaining a top sender reputation
- Offset scheduled sending times
- Embracing the weekend window
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Maintaining a top sender reputation
Your sender reputation is how mailbox providers assess your emails’ reliability. This affects whether your mail is delivered to the inbox rather than blocked or spam folders. With more email being sent globally, protecting your reputation is more important than ever.
Spam trap volume is a major detriment to sender reputation. Marketers should be aware of the age and type of traps they’re hitting (pristine, recycled, or typo) as well as trends. Helps identify and resolve issues that harm your reputation and prevent you from reaching your recipients.
A high volume of unknown users will negatively impact your reputation and make it difficult to achieve strong deliverability.
Blocklists are another email marketer’s bane. If your IP or domain is blocked, it can severely impact the performance of your campaigns. This way, you can quickly identify the root cause, request removal, and address any underlying issues that cause your emails to be blocked.
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Offset scheduled sending times
Every hour, 70% of all email traffic occurs in the first 10 minutes. This means your recipients will get dozens of impersonal, automated emails in the same chunks of time throughout the day. It’s unlikely they’ll choose your email from the pile.
Sending emails 10 to 15 minutes later ensures they don’t get lost in the hourly influx. Make sure those emails are personalized, too. Personalization was the most effective email marketing tactic used by respondents in 2021, leading to higher inbox placement and open rates.
Personalizing your emails for each recipient or segmented group will increase retention, conversions, positive engagement, and ROI. Your efforts will be in vain if your emails are deleted or ignored by the hourly wave; make sure your email content and timing stand out.
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Embracing the weekend window
The report also found that weekday email volume is 25% higher. People are now sifting through unwanted marketing emails at their desks, adding to the strain on bandwidth and patience.
Send on weekends to avoid the weekday rush. This may seem counterintuitive, especially to B2B marketers. Who wants to work on weekends? But this is a tried and true way to stand out. You’ll be noticed if inboxes are quiet after-hours. Marketers who extend campaigns to weekends will be ahead of the curve as global email volume grows.
Email is a dynamic medium. Increasing regulations like Apple’s Mail Privacy Protection mean marketers must be ready to adapt their campaigns at a moment’s notice.
To keep up with these changes, you need to rethink your email strategy. Prioritize your sender reputation to ensure you reach your intended audiences. Send personalized messages to recipients when they aren’t inundated with emails. So, stay out of the spam folder, avoid the unsubscribe button, and increase conversions.