Email deliverability

Chart of the Week: 45% of marketers say increasing engagement is the biggest challenge for email strategies and yet this isn’t a primary goal to work toward.

Email marketing has long been a tactic that delivers high ROI, which means there are a lot more marketers and brands utilizing email to engage, convert and retain customers. However, the increase in use means that inboxes have never been so crowded and, as a result, it is getting harder to stand out. Despite the struggle to get opens and clicks becoming very real, marketers still need to deliver tangible results – especially as email has historically performed so well. Email effectiveness may be dwindling but optimizing your strategy ca still ensure you see improvements. [si_blog_banner_cta] However, the question then becomes how you can improve the effectiveness of your email marketing. After all, sticking with the same strategy isn’t going to see things go well during 2020…

Chart of the Week: 43% of organizations are "holding steady" when it comes to the effectiveness of their email marketing

Email remains to be one of the most popular marketing channels, helping marketers to reach a wide audience, convert leads and re-engage existing customers. However, the fact that it is so heavily used by marketers means that it comes with a number of challenges, which are resulting in variations in terms of the results that marketers get. When it comes to marketers’ email marketing effectiveness, 43% reported that their effectiveness is holding steady. Demand Metric and Validity’s the State of Email Marketing 2019 report revealed that more marketers are “holding steady” compared to 2018’s 37%, however, this seems to be because fewer respondents are reporting an increase in the effectiveness of their email marketing. [caption id="attachment_146623" align="aligncenter" width="939"] [Email marketing…

5 actions to minimise the impact of an address change

In my last post I summarized 9 common headaches to watch for when you change email service provider. This time I'm drilling down into the first of these, guidance to manage changing your from email address. This guidance is valid too for other occasions when you change your from email address. Such as a change in branding, company mergers and acquisitions, moving transaction emails from your eCommerce system to your marketing system, or simply sorting out some historical oddities in your identity. Your from email details are made up of the from display name and from address, such as 'Acme Offer <[email protected]>'. The display name is 'Acme Offer' and from email address [email protected]. In this post I'm concentrating on deliverability issues connected with change of email address, rather than consideration of what makes effective from email information, as this is a subject…