The most underrated actions in Email Marketing
During the last few blog postsWe have been talking about different relevant aspects to improve the performance of our Email Marketing, commenting in detail on different actions that we consider very important if we want to achieve successful results.
However, in this post, we are going to present you different actions and applications related to the world of Email Marketing that we consider very important to achieve excellence in the sector, and that today are very important, companies do not give them the attention they deserve.
Therefore, some of the actions that we consider most important for companies in the email marketing sector to evolve and achieve good results are the following:
Artificial Intelligence.
AI is proving its importance in the email marketing industry. It is constantly obtaining data from our campaigns and as a consequence it is constantly growing. Therefore, taking advantage of its use is very important.
Applications such as Salesforce Marketing CloudThe new tools are really useful to help our company through automation, personalisation and all the volume of data that they can provide us with. This tool is used to create completely personalised experiences, through omnichannel and automated channels, which will allow you to measure the results so that marketing teams can send the right messages to your customers, in the best possible channel and at the best possible time.
In our blog, you will be able to see the benefits that can be obtained by working with Salesforce Marketing Cloud.
2. List cleaning.
This action is fundamental. Normally in companies there tends to be a mentality of always wanting more and more. In the case of subscribers, the same is true. Quantity of subscribers is given more importance than quality And in reality, the only thing we get from having a large volume of subscribers is that our metrics are lower because there will inevitably always be inactive subscribers.
Therefore, it is very important that your list of subscribers is always up to date and in orderIf you achieve this, it will be easier to segment your audience and you will be able to send reminder emails to all inactive subscribers.
It is also important to take into account actions such as email hygiene. We must try to avoid invalid emails appearing in our database asking users to verify their email accounts.
Tools such as DMARC could be useful for this, as it serves to filter emails and ensure a good email clean-up.
Audience management.
Businesses often tend to make mistakes in relation to audiences, because they we are in the habit of only taking care of our active subscribers.. However, it is also very important to put the same effort into trying to recover all those who have been inactive for a long time and who do not interact with the brand. Otherwise, our list of active subscribers could become smaller and smaller.
Therefore, create a programme of inactive lists and treat them as an important segmentwill involve some of them interacting with each other and become active subscribers.
By using re-permissioningfor example, you will get very low results, but it is a simple programme to set up and it can help to win back subscribers.
4. BIMI
More than just an action, BIMI is a tool that serves primarily to display the brand's logo on shipments. of Email Marketing. By using BIMI indirectly you will also have more credibility and avoid being linked to spam. It also improves brand recognition and professionalism.
In the following image we can see the difference between brands that are currently using BIMI, in this case, the mobile on the left, and on the other hand, we have the brands that continue to make normal shipments.
As we can see in the picture, the difference is very important. The simple fact that the logo appears in the inbox of your subscribers gives you a certain brand awareness.. It also gives you an image of care and makes your mailings look much more professional.
5. A/B testing.
We all know what A/B testing is and we all think we do it. However, do we really do it?
Carry out this action will allow us to compare between two subject lines. So, if we split our list into two and use different subject lines for each of them, let's see which one worked best.
A/B testing is essential to improve the effectiveness of our mailings.. They allow us to see what content interests our subscribers the most and what content interests them the least, so we consider it essential to know what content you should continue to produce in order to keep growing.
In one of our last posts, we were talking about the impact of the subject lines in our shipments.
6. Newsletter.
As we well know, nurturing the relationship with consumers is essential to succeed in the world of email marketing, and marketing in general. Therefore, one way we have to do this is through our newsletter. By sending several mailings we can build a good relationship with our subscribers..
However, we should not only offer content focused on generating revenue, but we can also use the newsletter to provide educational, targeted or interesting content for our users. In this way, you will generate a link between subscribers and the brand.
