3 Tips for Successful Email Marketing in 2022
The onset of the Covid-19 pandemic led to an email renaissance. And there’s no sign of it stopping anytime soon.
A report by my company, Validity’s State of Email 2022: Mastering the New Email Landscape, found that when retailers turned to online sales and marketing strategies, email activity increased by 60 % from March to April 2020. Global email volume remained at this high rate throughout 2021, increasing 14% from 2020 to 2021 – and 2022 will be no different.
As if email marketing wasn’t hard enough already. Now email marketers are vying for attention in inboxes cluttered with promotions from retailers, software companies and everything in between.
The good news? Email has become a particularly relevant marketing channel. But that means you have to work even harder to drive clicks and conversions. Here are three tips to ensure your email marketing campaign stays above the rest in the new email landscape.
1. Maintain an excellent sender reputation.
Your sender reputation is how mailbox providers measure the trustworthiness of your emails. This will determine whether your mail is delivered and placed in the inbox instead of being blocked or in your recipients’ spam folders. An increase in global email volume means protecting your reputation is more crucial than ever, as you compete with an unprecedented number of other senders.
One of the main detractors of a great sender reputation is the volume of spam traps. Marketers need visibility into the age and types of pitfalls they face (blank, recycled, or typo) and need to keep an eye on trends over time. This will help you diagnose and fix issues that are hurting your reputation and preventing you from showing up in front of your recipients.
This goes hand in hand with measuring your bounce rate – a high volume of unknown users will negatively impact your reputation and make it harder to achieve strong deliverability.
Blocklists are another common problem with email marketing. If your IP address or domain has been blacklisted, it can have a huge impact on the performance of your campaigns. By investing in tools that monitor these lists, you can respond quickly and understand the root cause, request deletion, and resolve any underlying issues that make your emails blocklist-worthy.
2. Shift the scheduled send times.
As shown in our report, 70% of all email traffic occurs within the first 10 minutes of every hour. It’s easy for email marketers to schedule their mass mailings for round numbers like 12 and 1 p.m., but if every marketer thinks this way, it means your recipients are getting dozens of emails. impersonal and automated emails in the same time slots throughout the day. The chances of them selecting your email address are slim.
Staggering your sends by just 10-15 minutes means your emails won’t get lost in the hourly influx of messages. If you really want to set yourself up for success, also make sure that those emails are personalized. In 2021, my company found that personalization was the most effective email marketing tactic used by respondents, resulting in higher overall inbox placement and open rates.
Tailoring your emails to each individual recipient or a segmented group of recipients will increase your retention rates, conversions, positive engagement, and ROI. But all that hard work will be wasted if your emails get deleted or skimmed over with the rest of the time wave – make sure you stand out in both email content and timing.
3. Take advantage of the weekend window
The report also revealed that email volume is 25% higher on weekdays. As if bandwidth and patience weren’t stretched enough during work hours, people are also sifting through unwanted marketing emails at their desks.
Consider hitting send on Saturdays and Sundays to avoid the weekday rush. This may seem counter-intuitive, especially to those working in B2B marketing. Who wants to think about work on the weekend? But it’s a tried and tested method to set yourself apart from the crowd. If inboxes are relatively quiet during off-peak hours, you’re more likely to get noticed. As global email volume continues to grow, marketers who extend their campaigns to weekends will be ahead of the curve.
The world of email is constantly changing. In addition to the explosion in email marketing due to the pandemic, increased regulations such as Apple’s Email Privacy Shield mean marketers must be ready to adapt their campaigns at any time. .
If you want to stay on top of these trends, you need to rethink your messaging strategy in this new high-volume landscape. Prioritize your sender reputation to ensure you’re in front of your targets. Send personalized messages to your recipients during windows when they aren’t already inundated with emails. These simple methods will help you stay out of the spam folder, avoid the unsubscribe button, and ultimately drive more conversions.