While email marketing remains one of the most powerful, cost-effective ways to reach potential customers, it can be overwhelming to get started if you aren’t familiar with all the tools and terminology involved.
Email marketing is one of the most effective and affordable ways to reach your target audience and sell more products or services. After all, email marketing has an impressive ROI of 4400% (MarketingSherpa)! But to reap these benefits, you need to hire the right digital marketing agency Auckland and know the common terms that come along with email marketing. Here are 3 essential email marketing terms you should be familiar with so that your campaign can have the greatest impact possible.
1) Unsubscribe rate
If you want people to open your emails and click on your links, you need a low unsubscribe rate. The general rule of thumb is that if 20% or more of your subscribers are clicking the unsubscribe button, it’s a sign that people don’t like what they’re seeing in your email. A high unsubscribe rate can be caused by many factors including: spammy subject lines, spelling errors, not giving enough context for the links in your email, and an over-reliance on automated emails. Spam filters may also be blocking your messages. Review the tips below to see if there is anything that might help:
- Avoid spam words such as free, sale, offer.
- Keep your list updated with new email addresses so you won’t miss any potential customers when they subscribe
- Personalize every message with their name and one other way you know them
- Send content in different formats (video, text) so that everyone has something they prefer
2) Double opt-in
Double opt-in is a process that ensures subscribers are giving permission to receive emails from your company. In order for someone to subscribe, they first have to either provide an email address or confirm their current one. Once they enter an email address, then the subscriber is automatically sent a confirmation email with a link in it.
The subscriber has to click on the link in order for the subscription process to complete. This double opt-in process prevents spam and other unwanted messages from getting into inboxes. For example, if you were using MailChimp as your provider, you would have to create a campaign and include this feature before sending out any emails. If you don’t use this feature, MailChimp would require people to uncheck the yes option in order for them to subscribe instead of checking the yes option.
3) Hard bounce
A hard bounce is when an email recipient replies with a message saying that they did not send the email. It’s important to know if your emails are being rejected because this can affect your sender reputation and deliverability. After receiving a hard bounce, you should investigate the situation by sending an inquiry email or checking your mailing list for duplicates. If it is a hard bounce due to a duplicate address, you will need to remove the old address from your list before resending your campaign.