SCION SOCIAL’s Post

Transcript

So a lot of e-mail deliverability has to do with how you manage your e-mail marketing, how clean your lists are, how spammy are your headlines, how relevant is the content that you're sending, and it has everyone that is receiving your e-mail really opted in for it. These are things you cannot fake, and they're not quick fixes like compliance, unfortunately, where you can go just authenticate your domain. It has to be built up over time and you need to really think holistically about who you're sending stuff to and what you're sending them. So that starts with one. Having very clear permission based marketing, everybody on an e-mail list should have consented and actively opted in to receive your e-mail. That makes sure that your bounce rates don't go too high up. It keeps your open rates better, it takes your click through rates better and overall make sure that your database is healthy. And then that ties right into relevance. You may have a permission based list, but that doesn't necessarily mean that everything you send is relevant to your entire audience. Imagine if you received every single e-mail that someone like for instance, Spotify. Sent out to their customers, you'd read maybe 110th or 120th of them with Spotify sends you very specific emails with your taste and your interests. So we have to apply that to our businesses in a way that is meaningful to our customers. How can we segment our lists and how can we personalize content so that what people are receiving really holds value for them, engages them, and makes them want to open your e-mail the next time they get it? If you see a spike in either soft bouncers or hard bounces, do a deep dive and really uncover where that's coming from.