Top 4 Rules for Maximum Deliverability


1. List Segmentation

The way you approach your list in marketing efforts depends on the success you see in email marketing revenue growth. Email is unique because it is a personalized form of engagement. Unlike a webinar or an event, emails get delivered directly to prospect inboxes. This is why emails are most effective when lists are segmented. By focusing on key factors like demographics and buying behavior, you can utilize key informational pieces to influence prospect decision-making with regard to where they are in the buying cycle and how they got there in the first place. We have to target our recipients using relevant content to ensure the right information is delivered to the right recipients at the right time.

2. Design and Format

Pay attention to how clear and concise your messages and subject lines are. Subject lines should include short compelling pieces that will entice recipients to open up your email. Formatting is essential when it comes to attracting attention and eliciting action, and for this reason, the size of font and the boldness of text either attracts recipients or repels them from further engagement. If there is a call to action (CTA) button in your email, make sure that it is attractive enough to make a recipient actually click on it.

3. The Sales Cycle and Messages

Relationships that develop between companies and email recipients are as diverse as the buying stages those recipients are in. Depending on what stage of the sales cycle a lead is in determines how responsive they are to specific messages. Prospects that have just entered the sales funnel and are in inquiry mode have a very different outlook regarding their needs than those who are at the closing stages of the buying cycle.

4. Addressing Recipient Complaints

Pinpointing and fixing the problems that have resulted in getting your emails to bounce or be sent through a spam filter ensures that the email marketing process is continuously being set against benchmarks to improve performance. Good email marketing platforms are able to figure out which recipients have complained about your efforts. For instance, if the email is invalid you can pinpoint which contacts have to be removed. If a recipient has flagged an email you can trace back their activities to see what went wrong. The key is to maintain a clean list by continuously managing it in order to reduce recipient complaints.

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