Managing bounced emails is like eating our fruit and veg.
It’s good for us and we know that we should do it – but so few of us actually do.
But unlike failing to eat our daily RDI of 5 and 2, ignoring the bounced emails in our lists can do us some real harm.
Because repeatedly sending email to bounced addresses (permanent bounces in particular) can really hurt your email deliverability and ultimately cost you money.
But don’t worry, within the system we’ve got you covered.
One strike and hard bounces are deactivated
When an email address returns a permanent bounce, the system will automatically deactivate the contact. It’s as simple as that!
A permanent bounce means the email has permanently failed and that the email address will most likely never accept any email again. The email address comes back with the message ‘no such mailbox’ or ‘domain does not exist’.
This is different to a temporary bounce, which is more likely to happen if the recipient’s mailbox is full or their server is undergoing maintenance. Don’t worry, temporary bounces won’t be automatically deactivated.
Why the hard and fast rule, when it comes to permanent bounces?
Because sending to email addresses that bounce increases the chance of being blacklisted and can damage your sending reputation. This is because when domains see that you’re sending to bounced email addresses they think you aren’t managing your contact list which is a red flag that you could be a spammer.
We’ve also got bounce upload detection
Additionally if you upload email addresses that have previously hard bounced from your account the system will automatically deactivate or not upload these contacts.
Keeping a clean list = good deliverability
We all want our emails to end up in our contacts inboxes and one of the safest ways to do that is to keep a clean list and manage bounces. Vision6 takes the hard work out of bounce management, which gives you more time to focus on the important stuff, like creating beautiful emails.
Customer Service Manager
P.S If only it was this easy to eat 5 serves of veggies per day!
Growing your email list is something you should always focus on.
Why? It’s really quite simple. The more people you send email to, the more likely you are to generate revenue.
Suppose you have 1000 people on your email list and every time you email them you generate $500 in sales. If you email a further 100 people you’ll likely generate an extra $50. Email 500 more people and it’ll mean an extra $250… and so on.
BUT there is something super important to remember here. You can’t just add any random person to your list and expect to get better results.
You need to add people who are genuinely interested in what you have to say and have given you permission to email them.
Yes you want to be emailing more people and have a bigger email list, but you also want that list filled with high quality contacts who are likely to buy from you at some point.
So what’s the best way to increase your list with quality contacts?
Offer people something of value and ask them to provide an email address in order to access it.
According to this survey from MarketingSherpa, value in the form of content like whitepapers and webinars work best. To do this, you need an easy way for people to provide their email and request your content.
That’s where a well designed web form comes in.
Web forms can be used for many things and they come in all shapes and sizes. But when it comes to using them to grow your list by offering content, there are 4 main things to keep in mind.
Let’s call them the 4 Ps of web forms.
1. Prominence – make it easy for people to find your offer or form on your website. If people are going to submit your form, they obviously need to find it first.
2. Promise – clearly describe the benefits to the new subscriber and tell them what’s in it for them, what they can expect to receive from you and how often.
3. Proof – include a customer testimonial or show the number of subscribers and social media followers that you have (if the numbers are impressive enough). This provides evidence that your content is not only legitimate but is also valued by other people. And it’s a very powerful way to persuade people to submit your web form.
Here’s a great example from our friends at Bluewire Media who have used the 4 Ps of web forms to grow their email list with over 10,000 downloads of their Web Strategy Planning Template.
Over to you. What tactics are you using to grow your email list with web forms? Let me know using the comments section below.
Welcome back! Like many of you this is my first week back to work after a lovely couple of weeks off.
Being the start of a new year I’d like to take a moment to briefly reflect on the trends and developments from 2013 and more importantly take a look at what’s coming for email marketing this year.
2013 was a big year for email marketing
Last year showed us that email marketing is still awesome. It’s been here for over 40 years and it’s not going anywhere.
Here are my top 3 takeaways from 2013:
1. Mobile devices took center stage
For the first time we saw mobile devices overtake both desktop and webmail to be the most popular way to open emails. In fact now over 51% of emails are opened on mobile devices!
We had to adapt the way we create emails to address the growing number of emails being opened on mobile devices. To help even the most novice designer create mobile friendly emails, Vision6 recently added responsive email templates to our system, which means you can now easily create beautiful emails that look great on any device.
2. Content MUST be relevant and compelling
Last year it became apparent that creating relevant and compelling content is the best tactic for helping email marketing achieve your business objectives (according to a recent eMarketer study).
We learnt the key to effective email marketing is sending the right content to the right people. And the best way to do this is by segmenting your database.
3. Reports became more insightful than ever before
2013 was a great year for reporting capabilities both here at Vision6 and industry wide. We brought in live reporting, added the powerful Click Maps to our reporting suite and also shared some of the insights we gained from this tool.
What to look forward to in 2014
But let’s not just focus on the past, what’s in store for email marketing this year? Here are my top three trends and developments to keep an eye on.
1. Mobile will continue to dominate
I think we can all agree that mobile devices aren’t going anywhere and as the age old saying goes if you can’t beat ‘em, join ‘em.
For those of you who haven’t yet dipped your toes into the water with mobile design, 2014 will be the year to give it a whirl. If you’re looking for some tips, check out my recent blog post on creating mobile friendly emails.
To make your life easier, we’re really excited to be releasing a handy tool that will let you convert existing emails to be mobile friendly, with the click of the button. Make sure you subscribe to our blog to be the first to hear about it.
2. Testing different methodologies will become the norm
The days of ‘going with your gut’ are on the way out as it becomes essential to test different elements within your emails.
The easiest and most common way to experiment is with A/B split testing. By testing various elements of your email marketing campaigns you’re able to optimise your campaigns for higher opens, clicks and conversions.
Personally, I love having data to back up the decisions I make.
3. It’s time to tighten up on privacy
There are some pretty big changes coming up to privacy legislation in Australia. We’ve researched what this means for email marketers and here’s a quick summary of the most important bits:
- Cross-border disclosure requirements have been strengthened. So what do you need to do if you store data? You may need to inform individuals of cross border disclosure at the time of collection of their personal details. Click here for more information about the new Australian Privacy Principles. With Vision6 being an Australian owned and run company all personal data is stored locally which is important if you too are an Australian based business.
- Stronger restrictions on direct marketing will mean that personal information may not be used for direct marketing unless the individual would reasonably expect it. Also there must be an option to ‘opt out’. For seasoned email marketers you would be comfortable with these changes as they are also mostly covered in the Spam Act. Vision6 provides a range of features to help you be spam compliant.
So that’s it from me, what are your predictions for email marketing trends and developments this year? Or what impacted your email marketing most last year? I’d love to hear your thoughts in the comments section below.
P.S The aim of this blog is to provide you with interesting and useful articles to help you get the very most out of your email marketing. So please let me know if there is anything you’d like us to cover this year?