Email is still the most effective Tools that any digital marketer can use:
- Email has the highest return on investment (keep in touch).
- Nearly 80% of B2B marketers say that email has proven to be the most successful content distribution channel (Choose a monster).
- 60% of consumers admit to buying through marketing emails, while only about 12% of consumers admit to buying from social media (Optin Monster).
I can continue, but we all know what the data shows: if done well, using email in marketing is almost always a good idea.
Set up a separate domain
Many outreach activities make mistakes in the first (and basic) step. Outreach activities are usually sent from free domains such as Gmail and Yahoo or the main domain of the company.
Free email domains look unprofessional and spam. In addition, “free” comes at a price: you can’t control access to it. Complaints or suspicious activity may cause the free domain owner to delete the account.It can also make third-party tools that follow DMARC protocol Inaccessible.
For other reasons, using your company’s primary domain may be risky. If your marketing emails are flagged or reported as spam, your company’s internal emails will also be affected.
This guide outlines How to set up a custom email address using your hosting provider or Google’s Workspace (formerly known as G Suite).
Regardless of the sender address listed, make it clear that these emails are from your brand.
tip: Choose a domain that reflects your niche, which will strengthen your email subject/subject.
Nanoization Is a great tool to find a unique email address for your marketing purposes, as it will suggest creating positive brand and niche association names:
The tool checks the name you choose across multiple top-level domains:
- .press seems to be a perfect top-level domain for media outreach
- .site or .online for general outreach purposes
- .tech for internal communication
[email protected] @SEOSmarty said via @CMIContent that this is a great tool to find a unique #email address for your marketing purposes, as it will suggest creating positive brand and niche association names. Click to tweet
tip: It is a good idea to register several top-level domains for different purposes.
The main takeaway is to do this as early as possible in your marketing. Before you can integrate addresses into your email strategy, you need to establish addresses well. why is that.
Create a domain
Most spam blockers and anti-spam filters will block emails from new email addresses. For example, a popular anti-spam platform SpamAssassin marks all emails from domains less than 14 days old as “suspicious.”
Most email marketing platforms recommend using a domain at least three to four months ago. To be safe, please keep your new email address inactive for at least six months before you start sending emails in bulk.
To “warm up” your domain before using it for outreach or email marketing:
- Create a mini site. This is conducive to reputation management.It might be a Well-branded one-page website. People searching for your brand name will first see the main site and then the mini-site.even Google recommended Register multiple brand-driven domain names to enhance online image.You can use this mini-site to explain how (and why) journalists get in touch with your (.press) domain, or use it as your .online domain to Build your knowledge base.
- Use your newly set address Email people you know (For example, employees) weeks. Ask them to respond to these emails.
- One address per domain At the beginning. As your domain is better established, slowly add more addresses.
Test your email before sending
When marking or filtering emails as spam, various spam filters have various criteria:
- Domain age and reputation (how new is it and whether it has been blacklisted due to suspicious activity)
- The age and reputation of the domain linked in the copy
- Hidden links or HTML in the copy (URL shorteners usually cause emails to be filtered)
It is difficult to track all possible red flags, but some tools can do this for you. Mail tester It is my favorite checker to ensure that your email will not be trapped. You don’t even need to register for an account. The tool provides a unique email address to which you can send emails. Your red flag report will be ready in a few minutes.
The analysis will include:
- The most common spam filters (SpamAssassin and Gmail)
- The body of your email (it will report if you have too many links or any suspicious elements that need to be removed.)
- The most common blacklist
- Broken link
You can also use the testing services provided by most outreach and email marketing platforms.
Use Google to verify your domain Postmaster Tools Is another good idea. It can track your outgoing mail and identify whether it is trapped by Gmail or marked as spam by Gmail users. Although it only notifies you of Gmail email recipients, other email providers may encounter similar challenges. This is a good indicator of the problem to be solved.
Set up automatic (but smart) follow-up
No matter how careful you are with your email address and copy, many people still won’t notice or ignore your email. Follow-up is so important.
Actually follow up 22% more conversionIf you do not send follow-up emails, you will lose one-fifth of your potential customers.
Most outreach platforms offer follow-up options that can be set up and customized in different ways. Although some case studies show different results, depending on the frequency and number of follow-ups you send, I recommend trying different settings.
Exceed is responsible for personalizing your email based on two important criteria:
- Basic information of the recipient (namely)
- Recipient’s previous purchases or exchanges with your brand
personalise It is one of the most effective participation strategies, so no matter what tools and procedures you use, make sure to personalize your email.
Redirection tips and warnings
If you come across the email outreach guidelines from a few years ago, you will often find that it is recommended to use your outreach email list as a custom audience on Facebook and retarget your information to them through the platform.
This may not be a good idea these days. Facebook Tightened up Its rules, and only allow repositioning of opt-in email lists, where people explicitly allow you to use their email to target them on Facebook. You may not have this permission, so using these email addresses on Facebook may be illegal.
However, you can use the following process to remarket to certain email contacts:
- Link to dedicated login page From your outreach email.
- installation Facebook pixel Capture the incoming traffic to this landing page.
After a few weeks, you can use Facebook ads Contact the email recipient who visited the login page.
You can also use Fintesa Retarget those who have visited the page. To use this tool to create outreach-driven events:
- Create a redirect event: In your site settings, click “Events”, select “Redirect” and specify the login page linked in the email:
- Create a redirect campaign: Go to account settings to set up a campaign with redirect events:
After you create a campaign, you can set up custom creatives and Call to action Show visitors who entered your website through this page. These may be links to CTA’s inviting your website visitors to get in touch with your news department or pointing to your survey results.
Although this redirection step will not help you attract people who don’t see your email or click on your link, it will help you build some brand recognition and reduce some bounces.
Welcome to the inbox
Email content marketing only works when your recipient sees the email. With some extra effort, you can increase the chances of your email being sent and opened by your contacts.
All the tools mentioned in this article are from the author. If you have a suggested tool, please add it in the comments.
Cover image courtesy of Joseph Kalinowski/Content Marketing Institute