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How to Boost Email Performance

How to Boost Email Performance

by | Apr 3, 2024 | Email Marketing, Marketing

Email marketing remains a vital tool for businesses aiming to connect with their audience. However, the effectiveness of this tool is significantly influenced by how businesses choose to use artificial intelligence (AI) and personalization tactics. A recent Litmus report in partnership with Oracle provides an overview of the current landscape and the opportunities available with email marketing, revealing some insightful trends.

Email Performance

AI in Email Marketing: Underused Yet Potentially Transformative

AI-generated content and copy in email marketing, despite being a common use case, surprisingly ranks low in contributing to campaign performance improvements. This apparent underutilization is not a reflection of AI’s potential but rather indicates a nascent stage of adoption. With only one-third of marketers reporting a boost in email performance due to AI-generated content, it’s clear that those who have used generative AI are reaping significant benefits. This scenario presents a compelling opportunity for businesses to explore AI’s capabilities further and integrate them into their email marketing strategies.

The Unrivaled Impact of Personalization and Segmentation

The report highlights two critical tactics that overwhelmingly improve email marketing performance: subject line personalization and the use of emojis. An impressive 77% of email marketers have found that personalizing subject lines enhances campaign effectiveness, while 73% credit emojis with boosting performance. This data underscores the importance of crafting engaging and tailored content that resonates with the recipient, making the email more than just another message in their inbox but a personalized communication that captures their attention.

Beyond subject lines, personalization extends into the content of the emails themselves. Dynamic content, tailored to the recipient’s preferences and behaviors, has significantly increased click-through rates. This level of customization demonstrates a deep understanding of the target audience, making for a stronger connection between the brand and its customers.

Furthermore, an overwhelming 90% of surveyed email marketers acknowledged that segmentation plays a pivotal role in enhancing campaign performance. By dividing their audience into distinct groups based on specific criteria, marketers can deliver more relevant and impactful messages, thereby increasing engagement and conversion rates.

A Call to Action

The insights from the Litmus and Oracle report serve as a compelling call to action for email marketers. In an age where consumers are bombarded with digital communications, the ability to stand out through personalized, engaging, and AI-enhanced content is more crucial than ever. As email marketing continues to evolve, businesses must stay updated on these trends and leverage them to create meaningful connections with their audience. By prioritizing personalization, segmentation, and the strategic use of AI, marketers can transform their email campaigns into powerful tools for building lasting relationships and driving business success.

About the Data: The results are based on an October and November 2023 survey of more than 480 email marketers worldwide.

For help with your email marketing, schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.

BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

 

 

Getting Ready for Gmail and Yahoo’s New Email Rules

Getting Ready for Gmail and Yahoo’s New Email Rules

by | Dec 29, 2023 | Email Marketing, Marketing

In February 2024, Gmail and Yahoo will be implementing stricter email sending requirements for high-volume email marketers. If you send more than 5,000 emails per day through these providers, you’ll need to ensure your email campaigns comply with the following rules:

  • Authenticate Your Emails
    You’ll need to authenticate your emails using protocols like SPF, DKIM, and DMARC. These authentication methods verify your identity as a legitimate sender and help prevent spoofing and phishing. Setting up proper authentication strengthens your sender reputation with ISPs.
  • Streamline Unsubscribe Options
    Recipients should be able to easily unsubscribe from your emails with one click. When someone opts out, you’ll need to honor their unsubscribe request within two days. Make sure your email service provider has automated features to handle unsubscribes smoothly.
  • Maintain Low Complaint Rates
    To stay in compliance, you’ll need to keep your spam complaint rate below 0.3%. This means sending high-quality, relevant content that subscribers want to receive. Monitor your complaint rate and optimize your lists and campaigns as needed.

While these new standards raise the bar for marketers, they shouldn’t cause panic. With some preparation, marketers can continue reaching inboxes and engaging audiences under Gmail and Yahoo’s new policies. Follow the tips above for a smooth transition that maintains deliverability.

For help with your email marketing, schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.

BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.