Email has become a standard mode of communication in our day-to-day lives, be it business-related messages or e-commerce notifications. For marketers, email has emerged as the most important tool because of its high visibility rate compared to say a social media post. Research also shows that customers like to receive personalized information.
Keeping in mind that it takes a lot more effort to make a new customer than to keep an existing one, periodic emails have become a critical part of most organizations’ marketing efforts. However, companies often struggle with getting the most out of their email marketing efforts. The main reason for this tends to be the email bounce rate and the email content.
Reduce Your Email Bounce Rate
One major reason that email marketing may struggle to give a positive ROI is bounced emails. Email bounce means the message could not be delivered to the recipient due to an invalid address, or other issues. Ideally, the bounce rate (number of emails bounced per number of emails sent) should be as low as 3% to prevent deliverability issues.
How to Know if Your Emails Bounced
Luckily for marketers, email marketing tools, including the ones in CRMs such as Sugar Sell, keep track of the bounce rate. Once an email is sent, automated responses are created for all the emails that bounce, along with the causes. There are also tools that check for spam-related issues as you build a marketing email, so your emails aren’t flagged by recipient email servers. Sugar Sell, for example, has spam diagnostics and testing to help businesses maximize inbox placement.
How to Reduce Email Bounce Rate
The most effective way to reduce email bounces is to ensure your list doesn’t contain invalid email addresses. You should remove all the bounced addresses as soon as they are discovered. Secondly, you should perform occasional audits of your email lists to weed out invalid addresses before a campaign is run.
Only send to customers who have indicated an interest in receiving your content. Keep track of your deliverability, and if needed, double check with infrequent engagers to make sure they want to continue receiving updates from you.
Another important aspect is to send emails frequently so that your customers do not forget about you. Conduct tests to determine the optimal frequency that your customers appreciate .Sending emails too often will result in being flagged and will affect your brand image.
Review Your Email Content
Content is critical to the success of your email campaign. Well produced content increases deliverability and generates more clicks. Nowadays, spam filters check subject lines in addition to the keywords in the email body to detect unwanted emails. Some email service providers have even placed certain font style restrictions.
There are email testing tools available that allow you to see how your email will look in various inboxes. Such tools help you improve the quality of your content as well as its deliverability rates.
It is also a good idea to limit your visual content, such as images. Aim for 80% text and 20% images, and you should be able to avoid being flagged by even fairly strict spam filters. If you need to include videos, try to provide a link to a video player such as YouTube, because most email providers do not support embedded videos.
In conclusion, by using modern tools to enhance content and taking active measures to reduce bounce rates, businesses can get the most out of their email marketing efforts.
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