Video Transcript

Hi, and welcome to today’s session on email best practice with me, Emma Church, Senior Strategic Director at Profusion. Today we’re going to look at a fundamental, how to get your emails into the inbox and not the spam folder. I don’t have to cite a load of statistics to say that the more customers we can reach with our emails, the more likely we are to get a conversation or hit whatever that KPI is for you. So I want to look at how we reach our customers inbox.

To do that, you need to have a good sender reputation with the mailbox providers, they are Google, Microsoft, Yahoo, AOL, Apple and others. And a good sender reputation is built on your IP or IPS that you’re sending email through, and also your email sending domain. This is like a brand reputation in the email world. And you need to establish a good one to reach the inbox.

So a good sender reputation is maintained by three crucial elements:

The first one is authentication. This bit is a bit dry, it’s technical and you would expect your email service provider to support you and do this for you. But it’s basically the the technology or the dialogue between your email sending platform and the mailbox providers to show that you are a legitimate email sender and not a spammer. And it also protects you from spammers trying to look like you to con your customers. If you want to know more about email authentication, just ask us or ask your email service provider. It’s worth having a top level overview of what that actually means.

The second really important factor is list hygiene, you need to maintain a super healthy email list. And a lot of that is also taken care of by way of bounce handling within the email service platform that you use. An invalid email address or a customer who chooses to unsubscribe will automatically be removed from your list and you won’t mail to them again. But the other thing that you can take control of and look out for is customers that you continue to mail to but never engage with your emails, or they might just glance and delete them. Because for mailbox providers, they’re seeing that you’re sending emails to a lot of customers who just aren’t engaging and this impacts your sender reputation negatively. And the best thing you can do here is actually do some analysis. Look at the length of customers and who the customers are that haven’t been engaging over a regular period of time and think about re engaging them with a win back programme. And that can take the form of just asking them what they want to hear and when they want to hear, or you might want to incentivize them to come back or just reiterate your brand values and let them know why they want to stay with you. But a win back programme is also automated and just sits in the background, taking care of your email hygiene. So definitely worth putting in place. If customers don’t engage without then it’s worth saying goodbye for the sake of your sender reputation and also your email metrics which will be slowly going down over time.

So the third and I think the most crucial part, is after looking at your hygiene you need to look at your customer engagement and maintaining customer engagement because there’s nothing that mailbox providers like more than seeing customers interacting with your emails, that scores you highly and keeps your reputation high. And the way you do that, of course, is by having a brilliant context or content strategy, making sure that your products and everything that you send to your customers are relevant. And the fact that you understand your data and you can segment but it goes beyond that because actually. We want to look at what one to one personal communications are now and really give a customer a personalised experience, which naturally makes them want to engage with you which naturally keeps your sender reputation high, which stands you in good stead for all of your new customers aren’t going coming in because it means that they won’t actually go into the inbox because you have good sender reputation. And there are a few strategies you can think about doing this to just help you that are automated and using AI. So the first one naturally would be to understand when a customer wants to buy again. So using AI models in your email strategies helps you predict propensity and helps you get a customer at the right time.

And then of course, there’s product recommendation, you might have some very static parts in your email. But if one section is truly personalised to that customer based on what they want, then you’re sure to get some engagement. There’s another AI model, which we call send time optimiser, which actually looks at customers preferred time to open the email because everyone’s different, as you know, and we can then learn an email time and send at the right time for that individual customer. And again, that can see increased open rates in up to 40%. So a few AI models that would really help you not only with a really good email strategy, but also maintain a great sense of reputation.

So anyway, there was a lot going on there. If you have any questions or want to learn more about sender reputation and strategies to help customer engagement, then just reach out. I’m Thank you very much.

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