Your email questions answered - episode 2

Your Email Marketing Questions Answered – Episode 2

Welcome to another episode of ‘your email marketing questions answered’ where we take a look at some of the popular email marketing questions posed on Quora and answer them.

We’ve added 5 more questions that we answered recently. Hope you find them useful.

Q1. How did the e-mail service decide whether a mail is spam or not when there was no data science?

If we’re looking at this from an email marketing perspective then there’s a couple of things that an email service will look at.

Some of it technical, some of it is around engagement.

Assuming we’re looking at this from a company that’s just started sending marketing or bulk emails so therefore there will be not engagement data to base decisions on.

So the email provider will look at certain technical aspects like

  • IP address – The IP address used to send email. If sending via an email marketing company (e.g. MailChimp) these will be set up and monitored to ensure that no spamming behaviour is taking place
  • Sending Address – Who is the email coming from, is this valid, has it been delegated to the email marketing company to send on behalf of.
  • DKIM and SPF keys ( DomainKeys Identified Mail &Sender Policy Framework) – have these been set up and validated
  • Whitelisting – If you’re using and email service provider and have a dedicated email & IP address with that company and it’s been properly set up, then the service provider will normally submit this to all of the major email providers to say ‘hey, this company is genuine and we’re sending marketing messages for them’

There is not exact science here. When we look at email delivery, we can follow best practice however there are no gaurantees of our email getting delivered.

Q2. What are the most important email metrics to capture for MoM?

A little bit depends on what your goals are for the channel.

So if you’re trying to improve open rates for example then you’d want to compare them MoM and probably WoW depending on how many campaigns you sending and any testing your doing.

Generally a good rule of them would be to look at Sent, Open, Click, Bounce, Unsubscribe and Revenue. These would be my top KPI to report on.

Q3. Which are the email service providers that gives proper analytics of sending emails and failed emails?

All good ESP (Email Service Providers) will give you this information. Reporting functions will give you reports on sent, open, click, unsubscribed, complaints.

You should also get reports on the number of emails the ‘bounced’ after every campaign. This will allow you to monitor your list health and take action accordingly.

Q4. Why MailChimp is only lifeline for new email marketer?

I don’t think it is.

There are plenty of good email service providers out there offering similar to what Mailchimp are.

I think they are one of the easiest platforms to get up and running with if you’re new to email marketing.

[Edit – I’ve expanded on this answer below]

When you’re looking to start sending marketing emails, there’s a few things you should consider. Firstly you need an email service provider (ESP) no matter how small your list might be.

Using an ESP will allow you to create great looking emails. Manage your data and gain insights into how people are interacting with your marketing messages.

You’ll be able to test what works and what doesn’t and build automated campaigns that will help to drive revenue.

Most ESP now have all of these features. Your decision may be based on budget to start with. In which case there are a number of companies that allow you to send campaigns for free with some limitations. You’ll likely find that some features are restricted to paying customers and support will be limited

As your business and experience of email marketing grows you can then consider upgrading to paid accounts and start to utilise more features of whatever ESP you choose to use.

Q5. How do I build an Epic email list fast?

To grow you list you need to make signing up as easy as possible.

Couple of things you can do.

Assuming you’ve got a website, consider adding a pop up that triggers after x amount of time, or when the visitor closes the page. I know everyone hates these things but they’ve been proven to work.

If you offer and incentive to sign up, a discount on first order or a free e-book in exchange for the email address this will help with conversions.

Also make sure that you email sign up form isn’t buried at the bottom of your website in the footer where it won’t get seen. Think about putting it in a more prominent position.

If you have a social media presence then encourage sign ups here too. You can create buttons on Facebook that will link to your newsletter sign up.

Promote the content of your newsletter on your other channels and highlight the benefits of becoming a subscriber.

That’s it for another episode.

If you’ve got a question about email marketing that you’d like us to answer, hit us up in the comments below and we’ll feature it in a future episode.

Phil Monk

View posts by Phil Monk
Email Marketing Consultant with over 14 years experience within the email marketing industry.

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