The most undervalued actions in Email Marketing
Posted: Tue Dec 03, 2024 7:21 am
In the last few blog posts , we 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 different actions and applications related to the world of Email Marketing that we consider very important to achieve excellence within the sector, and that today, companies do not give them the attention they deserve .
Underrated email marketing actions
Thus, 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:
1. Artificial Intelligence.
AI is proving its importance within the Email Marketing sector. It is constantly obtaining data from our campaigns and, as a result, it continues to grow. Therefore, taking advantage of its use is very important.
Applications like Salesforce Marketing Cloud are really useful to help our company through automation, personalization and all the volume of data that these can provide us. This tool is used to create completely personalized 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 channel and at the best possible time.
In our blog, you can see the benefits that can be obtained by working with Salesforce Marketing Cloud.
2. List cleaning.
This action is fundamental. Normally, companies tend to have sri lanka business email list a mentality of always wanting more and more. In the case of subscribers, the same thing happens. More importance is given to the quantity of subscribers than to quality and in reality, the only thing we achieve by 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 subscriber list is always up to date and in order , since if 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 prevent invalid emails from appearing in our database by asking users to verify their email accounts.
Tools like DMARC can be useful for this, as it helps filter emails and ensure proper email cleanliness.
3. Audience management.
Companies often make mistakes when it comes to audiences, as we tend to only look after 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. If not, our list of active subscribers could become smaller and smaller.
Therefore, creating an inactive list program and treating them as an important segment will mean that some of them will interact and end up being active subscribers .
Using re-permissioning campaigns , for example, will get you very low results, but it is a simple program to set up and can help you recover subscribers.
4. BIMI
More than just an action, BIMI is a tool that serves primarily to make the brand logo appear in Email Marketing mailings. By using BIMI you will also indirectly gain more credibility and avoid being associated with 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 making normal shipments.
BIMI example
As we can see in the image, the difference is very important. The simple fact that the logo appears in the inbox of your subscribers gives you a certain brand awareness . In addition, it gives you a caring image and thanks to this, your mailings seem much more professional.
5. A/B tests.
We all know what A/B testing is and we all think we do it. But do we really do it?
Carrying out this action will allow us to compare between two subject lines . Therefore, if we divide our list into two and use different subject lines for each of them, we will see which one has worked best.
A/B testing is essential to improve the effectiveness of our mailings . It allows us to see which content interests our subscribers the most and which less, so we consider it essential to know which content you should continue creating in order to continue growing.
In one of our last posts, we were talking about the impact that subject lines have on our emails.
6. Newsletter.
As we well know, taking care of the relationship with consumers is essential to achieve success in the world of Email Marketing, and marketing in general. Therefore, one way we have to do it is through our newsletter. By sending several emails we can build a good relationship with our subscribers .
However, we should not only offer content focused on generating income, but we can use the newsletter to provide educational, specific or interesting content for our users. In this way, you will generate a link between subscribers and the brand.
However, in this post, we are going to present different actions and applications related to the world of Email Marketing that we consider very important to achieve excellence within the sector, and that today, companies do not give them the attention they deserve .
Underrated email marketing actions
Thus, 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:
1. Artificial Intelligence.
AI is proving its importance within the Email Marketing sector. It is constantly obtaining data from our campaigns and, as a result, it continues to grow. Therefore, taking advantage of its use is very important.
Applications like Salesforce Marketing Cloud are really useful to help our company through automation, personalization and all the volume of data that these can provide us. This tool is used to create completely personalized 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 channel and at the best possible time.
In our blog, you can see the benefits that can be obtained by working with Salesforce Marketing Cloud.
2. List cleaning.
This action is fundamental. Normally, companies tend to have sri lanka business email list a mentality of always wanting more and more. In the case of subscribers, the same thing happens. More importance is given to the quantity of subscribers than to quality and in reality, the only thing we achieve by 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 subscriber list is always up to date and in order , since if 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 prevent invalid emails from appearing in our database by asking users to verify their email accounts.
Tools like DMARC can be useful for this, as it helps filter emails and ensure proper email cleanliness.
3. Audience management.
Companies often make mistakes when it comes to audiences, as we tend to only look after 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. If not, our list of active subscribers could become smaller and smaller.
Therefore, creating an inactive list program and treating them as an important segment will mean that some of them will interact and end up being active subscribers .
Using re-permissioning campaigns , for example, will get you very low results, but it is a simple program to set up and can help you recover subscribers.
4. BIMI
More than just an action, BIMI is a tool that serves primarily to make the brand logo appear in Email Marketing mailings. By using BIMI you will also indirectly gain more credibility and avoid being associated with 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 making normal shipments.
BIMI example
As we can see in the image, the difference is very important. The simple fact that the logo appears in the inbox of your subscribers gives you a certain brand awareness . In addition, it gives you a caring image and thanks to this, your mailings seem much more professional.
5. A/B tests.
We all know what A/B testing is and we all think we do it. But do we really do it?
Carrying out this action will allow us to compare between two subject lines . Therefore, if we divide our list into two and use different subject lines for each of them, we will see which one has worked best.
A/B testing is essential to improve the effectiveness of our mailings . It allows us to see which content interests our subscribers the most and which less, so we consider it essential to know which content you should continue creating in order to continue growing.
In one of our last posts, we were talking about the impact that subject lines have on our emails.
6. Newsletter.
As we well know, taking care of the relationship with consumers is essential to achieve success in the world of Email Marketing, and marketing in general. Therefore, one way we have to do it is through our newsletter. By sending several emails we can build a good relationship with our subscribers .
However, we should not only offer content focused on generating income, but we can use the newsletter to provide educational, specific or interesting content for our users. In this way, you will generate a link between subscribers and the brand.