Despite being one of the oldest forms of digital marketing, email marketing campaigns still boast one of the best returns for investment.
The effectiveness of email campaigns really relies upon the success of your email deliverability and whether your email reaches the main subscriber inbox. This is something that is often overlooked by many email marketers. Email open rate and click-through rate are helpful, but if your email campaign isn’t delivered to a subscribers main inbox and ends up in spam or other email folders, it’s likely that these statistics might be distorted.
It doesn’t matter how well-crafted your email is, if you’ve spent ages on the design or if you’ve got a really attractive offer. If it gets delivered but doesn’t even get seen by the email subscriber, you’re probably missing out on vital sales and revenue from the get-go.
To analyze just how much deliverability affects email campaigns we took a sample of over 100 E-Commerce websites including large brands like HP and smaller brands like Clifton Cameras. We used this to find out:
The impact of emails not landing in your main email inbox can have massive implications on how your brand is perceived. If the email is not clearly visible after the user has subscribed, they might anticipate complications when they place an order on your website. So that’s why getting your email strategy right from the start is imperative. Similarly, delivering the email within a reasonable amount of time and delivering relevant content are both factors which significantly affect customer experience - especially if it’s the first interaction.
There are many factors that can affect email delivery especially when it comes to spam. Things like:
In order to see what affected email deliverability to Gmail, we analyzed factors which contained a combination of common spam flags and also other factors which were likely to be one of the reasons emails went to the Gmail promotions tab. These were:
So if you’re sending out an email campaign and you want to give it the best possible chance of landing in your subscriber’s main inbox (and not spam or promotions sections) here are some key guidelines to follow:
Remember that deliverability is part of a wider picture. Successful email marketing is just as much about content, layout and effective call to actions. But if you look at email marketing today, deliverability is often overlooked for snazzy design, or ignored in the pursuit of effective content. The purpose of this case study is to emphasize that getting the basics right is still important. There’s not much point in crafting the perfect email campaign if it’s going to end up in spam or even promotions, after all.
If you’re currently using email marketing automation or any email marketing software, it’s definitely worth your while to plan regular tests to review your email subscriber experience. Put yourself in your subscriber’s shoes and evaluate the things you need to improve on. If you’re unsure where to start benchmark some of your competitors and analyze what they are doing. Changing just a few small elements with your email campaigns can have a massive impact on your deliverability and if done right, it will greatly improve your email marketing success.
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