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September 14th, 2011How to increase your email deliverability
There’s a new development in email marketing that could have a negative impact on the deliverability of your messages.
An increasing number of Internet Service Providers (ISP’s) are now monitoring engagement statistics to determine where your email will land in a recipient’s inbox. This protects the deliverability of emails that are consistently wanted, segmenting them from email with low engagement statistics.
What does this mean for you?
If the emails you are distributing are acquiring a high number of known opens and click throughs, for example then the ISP will send your email into the recipient’s inbox. On the other hand if your email activity is suffering from high bounce rates and minimal known opens then the ISP’s are more likely to file your email in the junk folder.
To improve your email deliverability, we recommend the following actions:
1. Boost click-throughs
One of, if not the most telling sign of positive engagement is someone clicking through from one of your emails. Even users clicking on the ‘view in browser’ link will improve your reputation with ISP’s. As a result it has become quite common for companies to flood their emails with links however this can look too over facing to the recipient.
One way to avoid this is to distribute single call to action emails broken down into three sections, all ending with a link to the relevant content on your website:
• A sentence summarising the content.
• Followed by a Bulleted List highlighting the benefits to add more incentive to those who require a bit more encouragement.
• Finally, the full blurb providing a detailed explanation of the benefits that await them by clicking through.
2. Boost ‘not junk’ responses
One of the ISP’s measurements of engagement is to monitor which emails are moved from the junk folder to a recipient’s inbox. This is a real vote of confidence in your email reputation and will help increase deliverability of your whole campaign. It is quite common for companies to ask people to sign up for email content on their website, during this process you should include details of the address your emails will be coming from [...] Continue Reading…
Are you a winner?!?
June 22nd, 2011The wait is over; and we can now announce the winners from our BIBA 2011 competition.
The lucky winners who will receive an IPod touch are:
Simon Mabb: Romeros Insurance Brokers
Phil Worthington: Lucas Fettes and Partners
Richard Senior: Heath Lambert Limited
Stuart Williams: Cowens Insurance Brokers
Congratulations to you all we hope you enjoy the IPod’s and find your marketing consultation’s valuable.
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Here are five rules for data-driven businesses looking to avoid those pitfalls. [...] Continue Reading…
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The best day to send a B2B email campaign
September 29th, 2010At Ignition we often get asked by our clients “When’s the best time to send a marketing email?”.
If you search the web the consensus amongst the digital marketing world is that Tuesday is the day.
We decided to test this theory by looking through all the stats of all the B2B email campaigns sent through our C3 marketing system.
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