As email deliverability has become heavily weighted on user engagement, it’s not enough to ‘spray and pray.’ The importance of creating highly relevant and valuable email content has become the key to keeping subscribers opening, reading and clicking through your emails.
Since engagement metrics have become the leading determinant of whether an email message reaches your target’s inbox or spam folder, consider the following 3 tips when putting together your email marketing plan for 2013:
1. Personalize Content
The most important thing to do is keep users engaged by giving them relevant content that is personalized, timely and expected. Engagement metrics will continue to grow in importance, both for determining whether your emails reach a specific individual subscriber, and for determining how an ISP treats all emails originating from your IP address.
2. Keep List Clean
Individual subscriber actions play a much bigger role in determining the overall deliverability of your list. While keeping a clean and well-segmented list has always been important, it has become more important to purge unengaged subscribers from your list.
3. Monitor Deliverability
ISPs monitor and filter email with the goal of preventing spam from reaching the inbox. Ultimately, they will determine if your campaign is successfully delivered to your subscribers, so it’s important that you keep on top of the factors influencing the ISP’s deliverability decisions.
Focus on engaged subscribers as they are the ones who are going to help increase your sender reputation with the ISPs, get you into the recipient’s inbox and ultimately drive traffic and sales. Senders with low spam complaints, low bounce rates and high subscriber engagement will drive deliverability and placement in the inbox.