Check out this Spotlight on IMS as Mike Veilleux, Direct of Email Product at Dyn, shares his advice for email marketers who are trying to provide their customers with valuable messaging through email marketing.
1. Evolution of Deliverability
Over the past decade, spam has significantly changed the way people receive emails and engage with them. In the past, nearly all spam emails contained ads for free Viagra and Viagra knock-off products. Now, spam is defined as unsolicited emails from a company, website or individual – emails that customers do not sign up for or don’ want to receive. Since the days of the Viagra spam, however, spam has evolved to the point of outsmarting many filters. Key deliverability aspects emails marketers need to take control of are engagement among email customers and building a strong, credible reputation of your brand, domains and IP address in order to avoid being noted as spam.
2. Protect Your Brand
Hackers tend to try to impersonate brands and companies digitally in order to phish your recipients.
Sometimes people impersonate you to phish recipients to steal people’s information, including their login credentials and passwords. A new specification for email marketers has been implemented to help email marketers and end-consumers keep their information safe, called DMARC:
New specification called DMARC
- Reporting &
3. Incorporate Transactional Email
Transactional email is one of the least focused email assets in most companies. Transactional emails are emails sent by companies welcoming a new member to their database, confirmation emails sent after a purchase and follow-up mails sent after a product has been delivered. These emails have a statistically higher open rate as they tend to contain information specific to the recipient. There is plenty of valuable space in these emails for companies to explain more about their brand, take advantage of upsell opportunities and cross-sell additional products and services. Marketers should make sure that they are focusing equally on their transactional emails as they are on their brand marketing emails.
4. Offer Unique Messages and Content
Providing your email recipients with unique messages and content will help your brand gain value, deliver the highest engagement rate (opens, click-thrus), and assist in deliverability. Your recipients will be more likely to actively participate in your email campaigns if you provide them with value.
5. Incorporate Real-Time Information
Providing real-time information is essential to unique messages and content. By developing an infrastructure which drives real-time information from your website, social networks and including timely, relevant industry news, you can position your brand as a resource for current events.
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Check out our Spotlight on IMS New York series, featuring some of the brightest minds from the IMS Community, as we roll them out over the next few weeks leading up to the next show.