![]() At Twilio SendGrid, we use “SendGrid Sales Team,” “SendGrid Support Team,” and many other aliases, but they are all associated with the Twilio SendGrid brand. You can, however, have fun with your “from” addresses. Will your audience and recipients know who that person is? Is using the brand name more recognizable and effective? Depending on your brand’s audience, this answer can vary. If you choose to go with a person’s name, there are a few questions you’ll need to ask yourself as the sender. ![]() Is it better to use a brand name as the sender or to use a “regular person” name as the sender? This really depends on your specific brand. Providing a final survey doesn’t hurt so long as you’re still removing them from the recipient list. When people get tired of or frustrated with your messages, it’s best to just let them go. Once people reach the point of wanting to unsubscribe, it’s difficult to reel them back in by offering them a choice of when to receive emails. Rather than providing a post-unsubscribe survey or questionnaire, consider asking people for their preferences upfront to avoid some of those unsubscribes later. However, as discussed in the study, people across all age groups and locations prefer to provide their email preferences at the point of opt-in than any other time. Is it a good idea to send a follow-up email to encourage former subscribers to complete a survey detailing their experience with a subscription service (what they liked, what they didn’t, why they canceled, etc.)? Sending follow-up messages to unsubscribers can be effective. Those metrics are your data points, and they can tell you where to improve. The important thing to remember is to watch your engagement. What has worked previously, whether for the past three months or the past year, may not work tomorrow. Email strategy is not a one-and-done marketing opportunity, it is a process that changes and must be updated and adapted based on your recipients’ engagement. If you haven’t changed anything within your email marketing program (e.g., targeting, different opt-in sources, etc.), that might actually be the problem itself. How can I increase my deliverability? This is the million-dollar question. I’m seeing a sudden decline in the deliverability of my email program, but I haven’t changed anything. Without visual elements that prompt the recipient to read on or respond to a call to action, your engagement and open rates could drop. Creating a visual component to your email is important because it makes the content feel more interactive. Remember that marketing and B2C emails should motivate your recipients to engage with the content in your messages. When recipients open a plain text email, it can be jarring or unsettling and cause doubt in the mind of the recipient about the content or sender. Likely, they are at least looking for a hero image and an additional image or two in the body of the email relating to the content. When a recipient opens an email, they are likely expecting more than plain text. Used in the wrong circumstance, a plain text email could do more harm than good. However, for the purposes of marketing and B2C communications, plain text emails are not very effective because they don’t help to establish a brand’s reputation and can be confusing for recipients. Why should plain text emails be used sparingly/only for specific purposes? Usually, plain text emails are effective for transactional purposes as well as communication within the B2B world. The study discusses the importance of using images to balance the amount of text in your emails. ![]() This decrease comes at a time when senders are actually starting to hone in on deliverability, segmentation, and engagement while this data surprised us, it’s useful information moving forward. It was interesting that aggregate open rates dipped unexpectedly. Because of the vast accessibility of email, we weren’t necessarily surprised by this, but it was good to hear that some of our tried-and-true strategies continue to be effective. What data surprised Twilio SendGrid in this year’s Benchmark Study ? It was interesting to observe how in-tune people are with what they think emails should and shouldn’t look like.
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