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The One Thing Marketers Must Do Before Diving Into Email Marketing

Image source

Want to know what the Obama pic is all about? You'll have to read to the bottom to find out...

Contrary to what some say, the data over the past few years has continued to demonstrate that email marketing still holds water to many other marketing tactics. Earlier this year I discussed why email marketing is still a front runner for marketers. Below is a quick recap.

According to the most recent Oracle Marketing Cloud Study, email continues to remain in the top three initiatives (2nd) for marketers  - namely because of the huge ROI it continues to offer.

  • Email marketing ROI is about $44 for every $1 spent

Need some more email stats to back up that claim, here you go:

  • 91% of consumers check their email daily
  • On a daily basis consumers interact with 11 brands on email (compared to 9 on Facebook and 8 on Twitter)
  • 48% of consumers say they prefer to communicate with brands via email
  • 44% of consumers made at least one purchase based on a promotional email they received
  • 66% of consumers have made a purchase online as a result of an email marketing message

So let’s get to the point of this post. The above stats help us understand why we need to continue to pay attention to our email marketing. Before you recommit to revamping or revisiting your email marketing do this one thing - check your senders score.

Why it’s important:

Your sender score is an indicator of the trustworthiness of your IP address. So - why is that important? Your IP address is used by email providers to determine how to filter your message (read: whether or not YOU go to spam).

How do you check it? Do the following:

  1. Find an email, newsletter, announcement etc., sent from the email address your want to check
  2. View the full header of that email by
  • In Gmail - click the down arrow on the top right hand corner of the email and scroll down to ‘show original,’ then find the IP address. Go to https://senderscore.org/ , create and account, and plug it in

How to read the score:

Anything over 95 is good, anything less than 95, and you need to take a deeper look into your deliverability. After all, why spend hours on emails campaigns and strategies if no one is getting them in the first place?

Image source
This is an image of the top preforming subject lines as researched by Barack Obama’s re-election campaign team. They did a ton of email marketing research and testing. Tailor them to your message and presto! Even better, do an A/B test with these vs. your old subject lines.