May 12, 2020
Tips & Tricks to Ensure your Marketing Automation Messages are Delivered
With other forms of marketing put on hold, email marketing is more important than ever. How can you ensure that your email messages are being delivered to your fans efficiently? Here are a few tips and tricks to improve engagement and deliverability in Marketing Automation.
Utilize Filters & Segments
The best way to create email engagement is to send relevant messages to relevant audiences. One of the most significant benefits of Marketing Automation is the data you have access to. You can filter off of account information like city and zip code, order data, donation data, scan data, high-value web page visits, email clicks and opens, subscriptions and preferences, and more. Use all these different data elements to your advantage and challenge yourself to create filters that best suit your marketing message.
For example, if you are promoting your local restaurant partners’ takeout offerings, be sure to only send a message to fans that live in your area by adding a city/state/zip code filter.
You can combine different expressions to create complex filters and further segment your target audience. This example filter is looking for accounts that are football season-ticket holders in West Lafayette who scanned into the first game of the season and clicked in a 2019 football email.
Exclude Inactive Users
A recommended best practice is to exclude inactive accounts when sending larger emails. If you continue to send emails to individuals that do not engage with your content, you could potentially run into reputation issues in the future with your sending address. You can avoid sending emails to accounts that will not engage with the message anyway by creating an “Inactive Accounts” filter. This filter typically looks at accounts who have not made a purchase, opened an email, completed an Adobe web form, or visited a high-value page view in the last 12-18 months. You can then exclude any account that falls into this category to ensure you delivering to an engaged audience.
Send Emails in Waves
Large emails are sometimes unavoidable. If you do have to send it to a broad audience, you can schedule your messages in waves to improve deliverability. Sending in waves can reduce the likelihood that an Internet service provider (ISP) marks the message as spam. This strategy is an excellent option for emails that are not time-sensitive, like weekly newsletters.
Follow these simple steps to send in waves:
- Select Properties in your email editor and navigate to the Delivery tab.
- Check the “Send using multiple waves” box and then select “Define waves…” to set your criteria.
- You can either schedule waves of the same size or schedule variable waves on a schedule. You can define the percentage and period between each wave in this menu. Once set, schedule your email to deliver as you usually would.
Do you always send your emails at the same time each week? Utilize your weekly delivery metrics reports and investigate how the time of day affects your email engagement. Most automated campaigns are sent at the top of the hour, so try sending your emails on the half-hour instead. Maybe try to send an email in the evening rather than first thing in the morning. Each fan base is unique, so the best way to find out what works best for your fans in to experiment!
Nobody wants to read an entire news article in an email. Work with your creative team to design emails that allow for quick teasers of information and links to full content. Rather than tell them everything they are looking for through the email, get them hooked with 1-2 sentences and direct them to your content site. Not only does this increase engagement, but it also allows for other cross-selling opportunities through your website.
Clear Call to Action
Make sure your fans don’t miss the goal of your email. Do you want them to click to buy or learn more by visiting a link? Make sure your call to action is evident in your email design. Leave some empty padding around your buttons to make them stand out better. Make sure the colors of your call to action contrast with the rest of your email. You can utilize A/B testing to see what call to action style creates more engagement.
Need help putting these best practices into action? Contact your Marketing Automation representative today!
Post by Michaela Patt, Marketing Automation - Manager, Paciolan