{"id":2539,"date":"2018-08-15T07:30:41","date_gmt":"2018-08-15T07:30:41","guid":{"rendered":"https:\/\/devbloglavaprotocols.nityo.in\/5-tips-to-boost-email-deliverability-during-peak-periods\/"},"modified":"2018-08-15T07:30:41","modified_gmt":"2018-08-15T07:30:41","slug":"5-tips-to-boost-email-deliverability-during-peak-periods","status":"publish","type":"post","link":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/5-tips-to-boost-email-deliverability-during-peak-periods\/","title":{"rendered":"5 Tips to Boost Email Deliverability during Peak Periods"},"content":{"rendered":"
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By Anthony Chiulli,\u00a0Marketing Practice Lead, Deliverability Services, Salesforce<\/strong><\/em><\/p>\n

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You may have heard pundits talk about how \u201cemail is dead<\/a>\u201d in light of new and emerging digital marketing technologies. However, email marketing continues to be an efficient, effective, and tried-and-true workhorse for marketers to this day. In fact, it\u2019s hard to dispute the value of a marketing channel that reached a whopping\u00a03.7 billion people in 2017 and is expected to grow to 4.1 billion by 2021, <\/a>a worldwide study by Statista revealed.<\/p>\n

Today, brands are sending more emails than ever before, especially during peak or high-volume periods. One of the biggest challenges faced by marketers beginning to ramp up for peak season (such as holiday period) is email deliverability \u2014 in other words, ensuring their target audience actually receives and engages with email content.\u00a0After all, every email that fails to reach a subscriber\u2019s inbox is a missed opportunity \u2014 and wasted effort.<\/p>\n

The trick is to implement email best practices<\/a> today so that the right system is in place to ensure deliverability during high-volume periods. Plus, you\u2019ll have the added benefit of greater email impact year-round. If you aren\u2019t quite sure where to start when it comes to upping your email deliverability, here are five easy steps to move you in the right direction:<\/p>\n

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  1. Have a plan<\/b>. Avoid last-minute preparation at all costs.\u00a0By understanding your available sending horsepower (i.e. IPs, MTAs), historical or planned volume patterns, and other timing variables, you can plan and execute a large volume of email in advance using all of the features in the Salesforce\u00a0Marketing Cloud<\/a>\u00a0and in Salesforce\u2019s other integrated apps.<\/li>\n<\/ol>\n
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    1. Clean up your data.<\/b>\u00a0This is the\u00a0only\u00a0<\/i>way to ensure optimal deliverability. Be sure you receive explicit opt-in permission from recipients\u00a0before<\/i>\u00a0communicating with them via email. If you choose to go deep into your file or target your entire database, it might be worth running a re-permission campaign first \u2014 or partnering with a list-cleaning vendor \u2014 to weed out invalid domains or dead addresses up front. This is even more important now given the launch of\u00a0GDPR<\/a>.<\/li>\n<\/ol>\n
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      1. Personalise with data.<\/b>\u00a0Use customer data intelligently to personalise and prioritise messages. Doing so almost always drives higher engagement. You can even arrange your subscriber file from \u201cmost engaged\u201d to \u201cleast engaged\u201d using email-first data like \u201clast-open rate\u201d and \u201cclick rate.\u201d This provides the best opportunity\u00a0to build a more positive reputation (as a sender) right out the gate and ensure a higher level of engagement, overall \u2014 which is key as you work through or scrub older, less engaged subscribers.\u00a0Other data points worth considering as part of your segmentation strategy include \u201clast login date,\u201d \u201clast purchase date,\u201d and \u201capp usage\u201d just to name a few.<\/li>\n<\/ol>\n
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        1. Put subscribers in control.<\/b>\u00a0Let your subscribers opt-down, opt-out, select the types of emails they\u2019d like to receive, and even choose the frequency at which they receive emails from you by using a preference center. Putting your subscribers in control of the emails they receive will improve engagement, reduce complaint rates, drive\u00a0relevancy, and mitigate other email deliverability issues.<\/li>\n<\/ol>\n
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          1. Monitor, measure, report.<\/b>\u00a0Having visibility into email deliverability metrics is key to measuring the success and impact of your campaigns. Create automated tracking reports within Salesforce to keep tabs on your campaign at all times. And be sure to define a clear strategy on what to do if\u00a0and<\/i>\u00a0when a deliverability issue ever occurs.<\/li>\n<\/ol>\n

            Article<\/a> first appeared on the Salesforce Blog.<\/p>\n

            \u00a0<\/p>\n

            Lava is an<\/span><\/i> authorised Salesforce Partner<\/span><\/i><\/a> in Malaysia and has more than a decade of experience in cloud solutions which includes marketing automation, CRM implementation, change management, and consultation. We pride ourselves in not just being a CRM partner but in also understanding the needs of our customers and taking their business to the next level.<\/span><\/i><\/p>\n