The covid-19 pandemic has meant that emails have been revitalised as a highly effective marketing strategy for businesses.

As online retail sales continue to increase in a post covid world email marketing will continue remain effective going into the future.

A report found that, email activity increased by 60 percent between March to April 2020. Global email volume stayed at this elevated rate throughout 2021, increasing 14 percent from 2020 to 2021.

As email continues to be prominent email marketers are competing for attention in inboxes cluttered with promotions from retailers, software companies, and several other businesses.

Here are some important tips to make sure your email marketing campaign stays a cut above the rest in the new email landscape.

Maintain A Top Sender Reputation

Your sender reputation is how mailbox providers measure the trustworthiness of the emails you send. This will influence whether your mail is delivered and placed in the inbox, instead of blocked or in your recipients’ spam folders. An increase in global email volume means protecting your reputation is more crucial than ever, as you’re competing with a significantly large number of other senders.

One major detractor from a stellar sender reputation is spam trap volume. Marketers need visibility into the age and types of traps they’re hitting pristine, recycled, or typo and should keep an eye on trends over time. This will help identify and resolve issues that damage your reputation and prevent you from getting into the main inbox of your recipients.

This goes hand-in-hand with measuring your bounce rate a high volume of unknown users will negatively impact your reputation and make it more difficult to achieve strong deliverability.

Blocklists are another common woe of the email marketer. If your IP or domain has been added to a blocklist, this can dramatically impact the performance of your campaigns. By investing in tools that monitor these lists, you can react quickly and understand the root cause, request removal, and resolve any underlying problems that make your emails block list-worthy.

Offset Scheduled Sending Times

It has been reported that 70 percent of all email traffic occurs within the first 10 minutes of every hour. It’s easy for email marketers to schedule their bulk sends for round numbers like 12 and 1 p.m., however if every marketer thinks this way, that means your recipients are getting dozens of impersonal, automated emails in the same chunks of time throughout the day. The odds that they’ll pick your email out of the bunch are slim.

Shifting your sends by just 10 to 15 minutes means your emails won’t get lost in the hourly influx of messages. If you really want to set yourself up for success, make sure those emails are personalized, too.

Personalise The Emails You Send to Your Recipients

It is important to keep in mind that personalization was the single most effective email marketing tactic used by respondents, leading to overall higher inbox placement and open rates.

Tailoring your emails to each individual recipient or a segmented group of recipients will boost your retention rates, conversions, positive engagement, and ROI. But all that hard work will go to waste if your emails are deleted or skimmed over with the rest of the hourly wave make sure you’re standing out in both email content and timing.

Don’t Be Afraid to Experiment with Sending Emails on The Weekend

It has been reported that email volume is 25 percent higher during weekdays. The workdays are busy and many employees probably prefer not to see random marketing emails in their inbox when they are trying to work.

This means that you could consider hitting send on Saturdays and Sundays to avoid the weekday and avoid distracting employees who are busy at work. This may seem counterintuitive, particularly for those in the B2B marketing space but this is a tried-and-true method of distinguishing yourself from the crowd. 

If inboxes are relatively quiet during off-hours, you’re more likely to get noticed. As global email volume continues to ramp up, marketers who extend their campaigns to the weekends will most likely stay ahead of their competitors and achieve more success with their email marketing campaigns.

The team at C&D Restructure and Taxation Advisory are here to help. As part of the Vault Group we can offer the full suite of financial products and advice to help you navigate the business landscape. Schedule a meeting here via Calendly or give us a call on 1300 1 VAULT (1300 182 858)

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Craig is the principal consultant of C&D Restructure and Taxation Advisory and has been working in the industry since 1999. Having established C&D Commercial Partners in 2015 the precursor to the current business.

Post Author: Craig Dangar

Craig is the principal consultant of C&D Restructure and Taxation Advisory and has been working in the industry since 1999. Having established C&D Commercial Partners in 2015 the precursor to the current business.

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