Email marketing is performing better than it has in a long time. There’s been a spike of 200 percent in engagement since March, writes Ray Schultz of MediaPost, a clear sign that people are spending a lot more time in their inboxes.
Let’s take a look at four things you should consider changing in the way you use email for marketing.
1. Prune Your Lists More Often
If you used to clean your email lists of bad contacts every quarter, email hygiene involves more initiative right now. Think about the massive loss of jobs across almost all continents and industries.
In the U.S., the unemployment rate is 11.1 percent. Although that’s a decline compared to March and April, millions of business-to-business (B2B) email addresses are now invalid.
2. Be Empathetic and Offer Practical Help
Your message and the way you convey it can make the difference between someone choosing your business or cutting you out of their lives for good.
It is common sense to show empathy during tough times but words are not enough. With practical, immediate help back them up. Ease the crisis with deals that will benefit the customers most.
The faster you get to the bottom of the issues with your clients, the quicker and more important your answer will be.
3. Be More Aware of Spam Complaints
Here’s a cliché. No matter how good your intentions are, someone is going to be unhappy. It applies to email, too.
By labeling you as spam, these subscribers are telling inbox providers that your content is bothering them.
Abuse email accounts that belong to frequent complainers will taint your sender reputation. In addition, it causes your future campaigns to land in spam or be blocked altogether.
You can’t afford that, especially if you’re hardly keeping your business afloat. To secure your spot in the inbox, be more diligent about removing complainers.
4. Stick to a Consistent Sending Schedule
Speaking of spam complaints, a simple way to keep them under control is by following a consistent sending schedule. Being punctual fosters familiarity, so your subscribers are less likely to feel your messages are spam.
Writer: Irly Nurvitasari
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