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When it comes to email marketing, the target is always moving. Here are 9 tips to optimize your performance:
- Open Rates don’t tell the full story. Due to Apple’s Mail Privacy Protection, along with bot activity, open rates are inflated. Pay closer attention to human metrics like unsubscribes, clicks, and replies.
- Prioritize list quality over quantity. Don’t take shortcuts to a bloated list. Focus on delivering real value to the people who have signed up to hear from you.
- Inbox recognition > subject line optimization. Consider implementing Brand Indicators for Message Identification (BIMI) to display a sender logo alongside your messages in the inbox.
- Go back to the basics on email deliverability. Make sure your domains are authenticated and that you’re following infrastructure best practices, including your DMARC, SPF, and DKIM.
- Embrace the Gmail Promotions tab. It’s not such a bad thing that subscribers know that’s where to find your message. When they browse the Promotions tab, they’re in the mindset to take action and buy something.
- Take your data if you move ESPs. Bring along both positive and negative signals, from opens and clicks to complaints and unsubscribes.
- Clean your email lists quarterly. Segment your most engaged from your least engaged, and set a sunset campaign to dump contacts that have stopped engaging altogether.
- Practice email list segmentation. Balance your campaigns with non-promotional emails that can help subscribers use your product or service to solve a problem.
- Add value to your emails with interactivity and personalization. Engage and build relationships with your subscribers through countdown timers, live polls, surveys, animation, and GIFs.
Dig in to more email marketing tips at Litmus.
