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tl;dr Email marketing is thriving, so you should be leveraging it.

· Issue 30 · May 2015

5 Steps to Improve

Your Email Strategy by Ellie Johnston

Ellie Johnston

E

mail marketing still rocks. Hard. According to the eConsultancy 2014 Email Marketing Industry Cen-

Step 3: Domains

sus, “email was ranked as the best channel in terms

Use common sense. Domains are more about engage-

of return on investment, with 68% of companies rating the

ment than deliverability. Choose a domain name that comple-

channel as ‘good’ or ‘excellent’.”

ments your messaging. There is no need to assign a single

Email marketing can benefit just about any company.

IP to a single domain or buy super expensive, aged domains.

Whether you are sending one-thousand messages a day or one-million, there are just five steps you need to rock the in-box.

Step 4: Software The ability to send high volume should be a major consid-

Step 1: Data

eration when choosing email software. A reputable ESP will

Great data sets the stage for great mailing. To be suc-

do fine for most e-mailers. If, however, you mail to millions of

cessful at email marketing, you must know your data. It does

records a day, you may want to choose software which allows

not matter if your email records were generated off a product

you to manage your own IPs. Mailing off your own IP space

purchase or come from a third-party, to properly tailor your

can be more challenging but, it is a great way to scale-up your

messaging you must know how your email recipients opted-

business economically. Just remember that no ESP or MP is

in. You must also maintain great list hygiene. Otherwise you

powerful enough to overcome bad data or spent IPs.

will be pummeled by complaints and bounces.

Step 5: Creatives Step 2: IPs

Creatives require creativity and science. If you have done

IPs are the ultimate inbox gatekeepers. They are the rea-

all the work to get to step five, you owe it to yourself to have

son email service providers (ESPs) have such rigid sending

strong art direction. There are oodles of articles online about

policies, and also why ESPs charge a premium to high-volume

design, a/b testing and how to write compelling ad copy. Read

senders. Procuring and maintaining your own IP space might

them. Implement these ideas, analyze the results and imple-

be the best option if you are sending millions of emails a day.

ment even better ideas. Rinse and repeat.

Binding your own IPs to a mailing platform (MP) gives you

A strong email methodology can seriously amplify your

the freedom to send as much as you want cost-effectively.

marketing. Just focus on these key elements and you too can

Always opt for the very best IPs you can find.

rock-n-roll all night and email every day.

Ellie Johnston, head of marketing for VoloMP, is funky and likes her oatmeal lumpy.

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