Direct mail has adopted many new tricks, tips and tactics over the years. With digital printing, smart presses, and integration with other channels, it can mirror much of the functionality we love in email marketing.
Subscriber engagement is one of the most important factors that determine your email deliverability. That not only means that senders need to use tactics and strategies that increase engagement, such as good email design and targeting, but they also need to closely manage their inactive subscribers. These are the subscribers who aren’t opening or clicking, which hurts how engaged your subscribers appear in the eyes of inbox providers.
With the advent of big data, more advanced marketing tools, and a focus on marketing automation, there has never been a better time to invest in sending more relevant, personalized emails, especially considering that personalization can lead to an increase in email open rates and conversions.
The first issue of the twice-monthly Oracle CX Marketing Consulting Newsletter launched on Oct. 15, 2019. Since then, we’ve sent 30 issues. We’ve learned a lot from launching it, as well as from running it for a year. Rather than keep these learnings to ourselves, the newsletter team and I wanted to share the highs and lows so everyone benefits.
When someone signs up to receive your promotional emails, it marks the start of what is hopefully a long and mutually beneficial relationship. Start it off right by sending the most effective welcome email possible with these best practices.