Hey everyone, so over on Quora we like to dip in and answer email marketing related questions when we can.
Rather than leave all those answers over on Quora we thought we’d take the answers to the questions we’ve responded to and share them here for you dear reader.
If you have a question on anything email marketing related, post a comment below and we’ll answer it in a future blog post.
Q1 – What strategies can I use to run a successful campaign on Aweber?
It depends on what you’re trying to achieve and who you are targeting.
You may have a newsletter sign up form on your website to collect leads for your business.
You’ll want to send the relevant content to convert them into paying customers.
Think about their buying cycle, what information do they need to be able to complete a purchase?
You’ve got customers who haven’t purchased for some time and you want to win them back to buy from you again.
Why haven’t they purchased? What’s the average buying cycle and customer spend?
Can I incentivise them in some way? What offers/content would tempt them back and re-engage them.
As you can see, your strategy is very much based on your goal and your audience. Start there and the rest will become clearer
Q2 – Which one is better, MailChimp or Constant Contact?
This depends on what you’re requirements are, what budget you have etc.
Start by making a list of what you need the software to do.
You can try them both for free.
I’d suggest signing up for both. Uploading some test data (your own internal email addresses) and try out the features that you need.
How easy is it to upload data, build a campaign, create segments, use automation, run reports, what is support like?
Both will very likely do everything you need, so it may come down to ease of use and which one you find more intuitive
Q3 – What are some easy ways to improve email deliverability and domain reputation?
Start with you data
- Is it correctly opted in?
- Is my unsubscribe rate high?
- Is my complaint rate high?
- Is my bounce rate high?
Your data sits at the heart of any good campaign. Make sure it’s clean. If you’re using an email service provider then unsubscribes should be taken care of, but just in case, make sure you’re not sending to people who have asked to be removed.
If you’re getting a lot of bounces then this is a sign your data isn’t as clean as it could be. You should be able to download a report on your bounces and look at the reason codes. Does the email address exist (check for correctly formatted email addresses, sounds crazy but I’ve seen people spell AOL wrong)
Are you getting rejected because your sending domain is seen spammy or has been blacklisted? Again, if you’re using an ESP they should be able to help here.
Setting up SPF and Domain Keys (DKIM) will help with this.
Work with your ESP to get white listed with email providers.
Some ESP put you in to a pool of shared IP addresses. This means that other companies are sending from that IP address (Likely if you’re on a free account with someone like Mailchimp)
If these companies aren’t paying attention to their list health they are likely dragging you down, so consider upgrading and having a dedicated IP address for your company
Send more email
The more email you send the better your reputation as as sender. Provided you’ve taken care of your data.
That doesn’t mean you should bombard your subscribers with emails everyday, unless of course you’ve got the content to do so.
Create great content
Once you’ve got your data sorted, send content that your subscribers will love and engage with.
Engagement metrics go a long way to getting you not only into the inbox but actually where you get put in the inbox.
This is probably the hardest part to get right but with the right strategy it’s quite straight forward
Q4 – Is buying email lists profitable in 2019?
Buying email lists has never been profitable, it’s generally seen as extremely poor practice, the same for renting lists.
Ask yourself this, if someone is willing to sell you a bunch of email data that hasn’t opted in to receive email communications from your brand, why would they respond to your cold email?
Has that list broker also sold this same list to a number of other people? And now their all emailing it too, trying to get their money’s worth.
You also risk damaging your reputation as a sender, assuming you’re sending via a email service provider.
Buying email lists is also a lot more complicated now post GDPR, The risk of running into privacy issues just isn’t worth your investment.
I’d spend time on doing some quality list building, the rewards will be so much greater than any email list you buy
We hope you found the answers to these email marketing questions useful. If you need help with any aspect of getting more from your email efforts then please get in touch