The below core areas of email marketing are Deliverability, Engagement and Revenue, and are the pillars of email success.
Deliverability
Setting up your domain and email account for better deliverability and sending reputation is the secret sauce of successful email marketing. Many email providers are becoming more vigilant when it comes to email communications and often scan an email and its domain before allowing it to enter a recipient's inbox. If your score is low, your email will end up in the spam folder, and your emails will be penalised and marked as malicious.
Engagement
Email engagement is the metric that helps us understand if your email messaging is on point and resonates with your audience. Your open rates, scroll and click-through rates, as well as attributed revenue to determine if your customers are engaged with your emails and moving down the funnel to your website or channel of choice. If they are not even opening your emails, then you are missing a trick!
Action & Revenue
Email is a powerful channel to boost online revenue and conversions. Whether through a purchase, event registration, or social media follow, the aim is to get your customer to take action. The effectiveness of your email communications determines your customer's subsequent actions. If your emails are performing well, you should have quantifiable results. If they are not, your email strategy needs to be tweaked.
"The moment we implemented an email marketing strategy, we saw an immediate increase in online engagement and online orders from our distributor network as well as end-users. It has helped to boost sales, without overburdening our sales staff. "
Jed Simpson
Sales & Marketing Director, TYGRIS
"Our email list started to grow and generate a steady stream of revenue through our e-commerce store when we took email automation and marketing seriously. Email now makes up to a third of our online revenue"
Philip Sainsbury
CEO, Sainsbury & Sons
