Email marketing is known by many as the marketing strategy with the highest ROI. However, this is an area of marketing where the quality of execution and the choice of tool play a significant role in the success of the messages. Indeed, the most difficult aspect of email marketing is ensuring that the messages are well received, because even a very good newsletter tool does not always guarantee a 100% performance rate. The email service provider is the first to ensure that our inboxes are not overflowing with spam and that our data is safe, but other factors also play an important role. How can the email service provider influence the successful reception of emails and what should be expected of them? Here are 12 tips to help you avoid spam and improve the performance of your emails:
1. Choose your email marketing partner carefully In practice, email performance starts with the choice of email software provider. Each player has its own way of doing things and some providers are able to offer a better click-through rate than others. For the email service provider, servers and long-term work on security and product development are positive indicators of newsletter deliverability. The number of experts working on deliverability and the continuous development of the tool are also indicators of whether the provider is keeping up with the developments in its sector. Additionally, it is best for the email service provider to know in advance whether the company informs and advises its customers on what to do in the event of changes affecting email processing. 2. Collect quality mailing lists While purchasing mailing lists is not technically illegal, using them can be.
A competent marketer collects their own mailing list – for example, through a newsletter sign-up form on a website – and knows that while purchasing lists is not strictly illegal, the General Data Protection Regulation requires that consent be obtained from recipients to whom marketing communications are to be sent. This is because purchased lists most often italy business email list contain the addresses of people who have not given their consent to receive marketing communications. Using purchased lists is also detrimental because they may contain spam trap addresses that are not even intended for normal communication, but specifically to attract and identify spam.
If messages are sent to such addresses, the mail service may classify the sender as a spammer. This can obviously harm the sender's reputation and reduce the good performance of emails. The success of newsletter communication is based precisely on the fact that the recipients of these marketing communications are genuinely interested in the company or its products. If you use purchased lists, this is less likely to happen, because the recipients of the mailing lists are less likely to be interested in your messages, and therefore not to open or click on your emails, which in turn reduces your opening and click rates and therefore the performance of your emails.
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