Marketing
A guide to email
marketing
EN catches up with the director
of RegBox on what makes a
good email
R
ecognising that not everyone
who reads EN is at the top of
their game, over the next 10 issues
we will return ‘back-to-basics’ to help
marketing fledglings navigate their
way through the key elements of the
marketing mix. We ask Barry Wise,
who’s run RegBox for 17 years and is an
email marketing specialist, to revisit
one of the most important ways we talk
to our customers.
The worlds of marketing and
technology have been transformed
time and time again and though many
predicted email’s demise it remains a
powerful marketing tool.
One of the biggest, and perhaps
fairly predictable, changes has been
in how people access their emails. In
2018 a marketing agency called Litmus
analysed billions of email opens, and
found that 46% were on mobile devices,
and that number will continue to rise.
Like many aspects of modern events,
email marketing is at its most powerful
when it is personalised and bespoke.
We’ve all received the “five reasons
to attend ‘X’” message from an event
that is no longer relevant to us, and it’s
campaigns like these which cause many
to lose faith in email as a marketing
tool.
It’s all too easy to accept low open and
engagement rates as par for the course,
but there are several fairly simple ways
to improve the relevancy and reach of
your email marketing.
Deliverability
Deliverability is a critical element to
the success of your visitor promotion
email campaigns, and is therefore an
important area to manage proactively
in order to achieve best possible open
and engagement rates. Ensuring client
messages are successfully delivered is
just as essential as the messages they
contain.
When we look at deliverability for a
client, we tackle various issues such
as email validation, dataset cleansing
and list hygiene as well as helping to
improve the overall strategy. To get
slightly more technical, we use our own
email message transfer agent (MTA)
delivery platform to send millions of
messages through a range of shared
and dedicated IP addresses as well as
“The people on the other end of your email marketing
campaigns have expressed an interest in you, and the core
of a successful campaign is providing interesting, relevant
messages which don’t abuse that trust”
32 — March
other well-known third party cloud-
based delivery systems, which allow us
to control email deployment and offers
ease of management along with the
intelligence, control and performance
required to maximise delivery.
We also implement best practice
protocols such as validators, throttling,
email authentication (SPF records,
strong DKIM signing, sender ID),
dedicated IP addresses and more to
make sure the right emails reach the
right people.
Re-engagement
Subscriber engagement data is the
most powerful data on anyone’s list,
which is why it’s best practice to
segment lists by subscriber engagement
level and use this as the basis of a
visprom email sending strategy.
Segmenting on engagement level will
help send targeted emails with a higher
chance of getting opens and clicks.
Active visitors: These are people who
continuously engage with your emails.
Core visprom marketing emails should