Blackjack is a staple at any casino, and it’s a game in which skill and luck both play equal parts. Skill and a little bit of luck are needed in email marketing, too. For example, why take a chance on your email address collection process when you can improve your own odds by using a double opt-in sign up method whenever you can? See what I did there…cards and contacts? Tricky!
Seriously, though: The definition of doubling down is “to become more tenacious, zealous, or resolute in a position or undertaking”. And this is how everyone should approach email address collection. Why?
Yes, it’s true. My grandmother knew a lot about email marketing and acquiring new customers – even though she never had an email address or even opened an email, and certainly never worked in someone’s digital marketing group handling customer acquisition budgets.
So how is it possible?
Recently, I was reading some articles about William Shakespeare (stay with me here, folks!), which led to some posts that discussed whether he revised his plays, how many revisions there were, and how they evolved from first draft to finished masterpiece. Since I’m such a geek about email, I started wondering:
If Shakespeare had a mailing list, would he have tested different versions of his plays to see which one got the best response?
Is achieving your email marketing goals becoming more and more challenging? It might be time to take a look at whether your current ESP is still meeting your needs.
Are you experiencing any of the following issues?
You have a wealth of tools to choose from when developing an online marketing strategy, and there’s no doubt that certain tactics are more effective than others depending on the channel. However, there aren’t many content marketing formats that are successful across multiple channels and numerous campaigns. Email marketing is the exception to that principle, as it’s one of the best tools you can count on for purposes of ROI. Here’s why email is so useful and some tips on what you can do to harness that power.
For your eye-catching calls-to-action to get clicked on, your carefully crafted and targeted content to get read and engaged with and, heck, your messages even opened altogether, your email needs to first make it into the inbox. And it makes total sense: in order for your email to get interacted with, it needs to get to where it needs to get to in order to be interacted with there. Pretty basic.
But, sadly, there may be times when your mailings don’t get too far past the clicking of the send button, when their handshake with a recipient ISP gets refused outright.
The days of blast and batch emails are long over. Now, the tendency for customers that receive generic, unfocused marketing messages is to hit the delete key without ever opening your email. You need to give the recipient a reason to open your email.
Nearly 2 weeks after Yahoo.com made their DMARC security change, AOL.com followed suit. On April 22nd, AOL.com, AIM.com and CS.com published a DMARC record to tell mailbox providers all over the world to refuse any mail claiming to be from AOL that isn’t sent directly from AOL’s servers. AOL’s blog describes the change in detail.
Last weekend, Yahoo.com made a security change to their domain that affects anyone sending email with the From Address of @yahoo.com that isn’t using Yahoo!’s servers to send the mail. Any email marketer that uses @yahoo.com as their From Address may have noticed their delivery rates plunge.
Waiting until the last minute to put your holiday email strategy in place is like waiting until Christmas Eve to start your holiday shopping. You could probably get it done, but would it really be worth the stress and the missed opportunities?
If you’re a retailer or B2C that does a lot of business around the holiday season, now is the time to start planning (if you haven’t already). Read on to find out what you can do to ensure you’re set up for success as the holidays approach!