The biggest risk to your deliverability is having your email misidentified as spam. “Spam” is unsolicited commercial email messages.
We think of it first in connection with advertising, but spammers also use it to spread malware. Any electronic messaging can be a channel, including instant messaging, mobile phones, social networks, and so on, but it’s the most disruptive in an email.
In the 1990s, as companies began to adopt email as a marketing tactic, email service providers sprang up to help with the technical aspects. Many are still in business today, providing a broad range of services.
Email Marketing: Measuring Deliverability Rates
As digital marketing evolved to encompass techniques complementary to email (e.g. landing pages, forms) or dependent on it (e.g. webinars), new technology – primarily marketing automation – evolved to manage email marketing and integrate these new components, and report on the combined results.
Here are a few techniques sure to help you optimize your e-mail subject lines and improve your conversion rates:
Your subject line and pre-header should align in thought, and sometimes also in the same keywords and phrases. Never use your pre-header for the unsubscribe or sharing information, or leave it blank.
This is the first glimpse many of your recipients will have into your offer, so don’t waste the opportunity to extend your message or highlight another benefit as Hydrolze does in this example. Instead, do as Marti Stribling does when she uses the pre-header to announce her business course as being No.1.