Email marketing has been quietly changing its course over the last two years, but it takes a while for busy entrepreneurs to adapt.
If you’re still paying attention to your email open rates, this is a must-read blog post that you don’t want to miss. There’s a much better way to get the results you want from email marketing.
Learn about the changes that are driving this new direction, understand exactly what that means for you as a business owner, and find out what you can do right now to stay ahead of these updates.
The Rise of Privacy Concerns:
Over the past few years, people have become increasingly aware of the vast amount of personal data that tech companies collect and store.
The realization that Google and Facebook, among others, possess detailed information about their online activities has raised concerns about privacy.
Users began to question the extent of power granted to these corporations through the accumulation of personal data.
A Problem in Need of a Solution:
The rising concerns about privacy created an opportunity for companies to provide solutions that prioritize user data protection.
However, it became evident that major players like Google and Facebook, whose business models heavily relied on data collection, were unlikely to take the lead in addressing these concerns.
This is where Apple, a hardware-focused company, saw a chance to distinguish itself and champion user privacy.
Apple’s Unique Position:
Unlike Google and Facebook, whose revenue streams heavily rely on ad sales, Apple’s primary focus is on selling hardware. By taking a stand on privacy, Apple differentiated itself from its competitors in the tech space.
As a manufacturer of popular smartphones and computers, Apple had the influence and platform to instigate change from within the industry.
In doing so, they made the bold decision to discontinue support for third-party cookies, enabling users to have greater control over their online data.
How Email Privacy Protection Changed the Marketing Game:
Apple’s move toward user privacy included an attempt to mask email behaviors from the business sending the emails.
In order to do that, the tracking related to email open rates and the time that the open occurred was “scrambled”. The open rates that you see inside your email marketing service are… to put it bluntly… complete trash!
This change has left email marketers between a rock and a hard place. It’s important to clean up your email list and remove the people who don’t read the information you send out, but how do business owners like you do this without knowing who is and is not interacting with emails?
The Number That Can Make or Break Your Emails:
You cannot rely on your open rates, but your click through rates are the unsung heroes that can stop your email marketing strategy from falling off a cliff.
The key is to make this important measurement the star of the show, and modify your tactics accordingly. The steps below will show you how:
Send Relevant and Valuable Email Content
Sending email content that people genuinely care about is crucial for successful email marketing. To achieve this, it is imperative to understand your audience, their problems, and position your brand as an expert in solving their specific challenges.
By segmenting your email list based on customer interests and preferences, you can personalize your message and ensure relevance, thereby increasing engagement rates.
Remember, high-quality, engaging, and valuable content is key to capturing your audience’s attention and fostering long-term relationships.
Focus on Driving Clicks
To increase click-through rates, adopt a concise and teaser-style email approach.
Instead of including the entire message in the email itself, provide a compelling preview and encourage readers to click a link or image to access the complete content on your website.
By training your audience to click, you can drive more traffic to your website, gather valuable analytics, and improve overall engagement levels.
Implement Stacked Frequency Email Delivery
Google and other inbox providers measure overall engagement levels to determine the effectiveness of an email sender. In light of this, it is essential to strategically manage your email frequency for different segments of your audience.
By prioritizing and sending more frequent emails to the most engaged subscribers, you demonstrate a higher engagement average, thus positively influencing deliverability rates.
Consider segmenting your email list based on engagement levels and adjusting your frequency accordingly, ensuring you maintain consistent communication with your most active subscribers.
Conclusion:
Incorporating these three strategies into your email marketing efforts will help you combat deliverability challenges and improve campaign effectiveness.
By sending relevant and valuable content, focusing on clicks, and strategically managing email frequency, you are optimizing your email campaigns for success.
Embrace these best practices to connect with your audience, build trust, and drive meaningful engagement that leads to increased conversions and business growth.
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