» A “Landing page” is a webpage that is put on a website with the aim that prospects will arrive at the page and get access to the decision making information about the product or service.
» In email marketing campaigns, businesses often include links to their landing pages to showcase their services or products in details..
» Email landing pages should be created with compelling content and appropriate call to actions, so as to enhance the effectiveness of the campaigns.
» “Links”, when clicked redirect the users to a webpage or any online location. Links can be text, images or social media profiles.
» Businesses include different links in their email marketing campaigns. Links play a key role in the performance of email marketing and the ultimate sales.
» Email marketers provide links to different locations such as link to certain informational resources, link to social media profiles or links to access an offer. The content determines how the customers or email subscribers are perceiving the links.
» “Load Time” is the time it takes for an email or a web page to open completely in the browser window. The shorter the load time, the better is the email marketing campaign performance.
» The factors that affect the email load time are the image sizes, image formats, web speed etc.
» In an HTML email, the total size of the HTML file plus images is referred to as the total weight/loaded weight. The load time is calculated by dividing the loaded weight by the connection speed.
» “List Hygiene” is the method of cleaning the opt-in email lists from time to time to ensure better delivery of email marketing campaigns.
» There is a need to periodically update the database, so that dead email addresses can be eliminated out of the list.
» By implementing the list hygiene practices, email marketers can effectively reduce the soft bounce rates and can improve their deliverability rates.
» The list hygiene practices include identifying email address that doesn’t exist any more, identifying duplicate emails etc.
» “Lead Nurturing” is the process of building relationships with the prospects so as to engage them in the buying stages.
» Email is an effective tool for lead generation process. Businesses can share relevant educational content with the prospects through the email campaigns , so as to build the confidence of their prospects.
» The prospect’s preferences may change over time and thus, understanding them at different levels of interaction is the goal of the lead nurturing process.
» “List Fatigue” is an issue in which the unsubscribe rates increase or recipients file spam complaints as a result of sending emails more frequently than needed.
» List fatigue is a deliverability issue which should be acted upon fast using effective strategies, otherwise it harms the reputation of the email marketing service providers.
» Certain things to consider to avoid the occurrence of list fatigue are judging the change in number of opens and clicks with change in sending frequency, judging the number of unsubscribes and complaint rates.
Levels of Authentication
There are different levels of “email authentication” used to ascertain that the emails are coming from the authorized email senders.
Some common email authentication methods are:
Sender Policy Framework
DomainKeys Identified Mail
Email authentication is a technical standard for verifying the commercial emails before they enter the recipient’s inbox.
» “List segmentation” is the phenomenon of creating smaller lists of email addresses from a large email database categorized by a specific parameter such as demography, age group, purchase activities etc.
» List segmentation is an important aspect of email marketing. Targeted marketing always yields good results.
» All buyers are not the same and thus custom email messages for the different segmented lists of emails is an effective method to gain the optimum value.
» “Layout” is the overall design of the email newsletter along with placing of content (text and images).
» The email layout plays an important role in the overall success of the campaign. An integrated and gentle use of text, graphics, images and links is necessary to hold the recipient’s attention.
» Email marketers always make sure that their email layouts are compatible with the email service provider so that no deliverability issue arise.
Look and Feel
» “Look and feel” of an email is the overall visual appeal that the email newsletter exhibits to the recipients.
» Like a logo is an identity of a brand and should be consistent; in the same way an email should also have a consistent look and feel for any particular brand.
» Look and feel is an important aspect to be considered in any email marketing strategy and helps build brand awareness.