Improving the Deliverability in E-Mail Marketing: 8 Important Steps

Whether you are just starting deploying e-mail marketing in your company or want to optimize the existing campaigns, use this short guide to improve the deliverability of your messages.

Double Opt-In

Make sure that all the addresses in your e-mail marketing base are collected using DOI. First, this is required by law in most countries. Second, this will prevent complaints (which negatively influence the delivery rate) as well as bounces due to invalid or misspelled e-mail addresses.

Organic Growth

Use legal methods of growing your e-mail list. Avoid borrowing or buying contact lists at any rate. Besides, a sudden surge in e-mail traffic from a domain may be a spam signal for many ESPs.

Verified Domain

When using an external E-mail provider, make sure to configure DKIM (Domain Key) and SPF (Sender ID) in the settings.  You can learn more about those here.

IP Reputation

The reputation of a sender’s IP has significant impact on deliverability. You can proceed with a shared or dedicated IP for your e-mail marketing campaigns. In case you do not send large e-mail volumes, a shared IP would be a better choice. In case of a dedicated IP, it is best to start increasing the volume of sent emails gradually (“warming up” the IP) and once the e-mail volume has increased to the full size of your list, you should maintain a consistent flow of e-mails from this IP.

Valid Code

Remember that deliverable E-Mails are always based on very simple HTML code.  Avoid embedding any interactive elements e.g. based on JavaScript. Also, do not attach any documents or embed videos. You can still realize some of this functionality through placing those elements on your website and linking to them.

For aligning the elements within the e-mail message, use HTML tables. Make sure that your images have standard PNG or JPG formats and keep their size to a minimum. Do not forget ALT-texts in case the images cannot be loaded.

By the way, to achieve even better results in displaying your email on a variety of devices and in different e-mail programs, include a link to the Web version of the email.

Opt-Out Links

Always include a valid  and visible opt-out  link into your e-mail. Opting-out of the list must be possible within a maximum of two clicks. Never make users sign in to their accounts in order to opt-out. Otherwise, you risk a surge in complaints that will negatively affect the e-mail deliverability for all of your future campaigns.

In addition, it is a good idea include the information why the user is receiving this marketing e-mail: “You are receiving these emails because you signed up for fresh updates on bakery goods and recipes from the heart of our kitchen at XYZ Pâtisserie. If you no longer wish to keep in touch, you can opt-out here.”

Sender’s Info

Provide means to contact you in directly the e-mail. The user should be able to identify clearly who the sender of the email is. In Germany, it is a law to include legal company information (Imprint) into all of your emails.

Another thing is to include a valid From address into your e-mail  (also avoid noreply addresses as well as personal addresses, such as name@company.com). Never mask the sender address as this is a spam signal for ESPs.

Working Links

Make sure that all links in your email are valid and work fine. Avoid using URL shorteners and redirects. If you work with UTM codes, avoid including such parameters as IP Addresses, as this violates data protection laws and impacts deliverability.

Additionally, be careful with links to third-party domains (that is, links that do not point to your domain). If you cannot exclude them, just limit their number to a minimum and always check their domain reputation.

List Maintenance

After each campaign, clean up the contact base by removing the addresses with hard bounces as well as all complaints and opt-outs (unless this is done automatically).  If an email has soft-bounced (e.g. due to an autoresponder) more than 5-6 times, remove it as well. Also, you should not include alias emails such as info@ into your mailing list.

You can deploy an e-mail address verification service if your contact base has not been used for a while or if you are skeptical about its quality. Ensure that the personal data remains protected during the verification process. The rule of thumb: when in doubt about the address validity – remove it from the contact base.

I hope that this concise guide will help you to increase the deliverability of the e-mails in future marketing campaigns. If you want to learn more about the optimal mailing frequency, please refer to this post.

email deliverability 8 steps infographic

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The Why and How of Effective Personal Branding

If you think that personal branding is only important for Hollywood stars and CEOs of Fortune 100 companies, think twice. Because the chances are that YOU can greatly improve the effectiveness of whatever you are doing through a smart personal branding strategy.

Why personal branding?

A strong personal brand will:

  • Help you find a perfect job if you are unemployed
  • Win more projects and customers if you are a freelancer
  • Promote your company if you are an employee or a company owner
  • Attract more attention to a good cause if you a volunteer

Building a personal brand

Building a personal brand is similar to building a product or a company brand. It begins from investigating the needs of your target audience and ends with concrete activities to promote your brand.

personal branding strategy

Environment & target audience

The main goal here is to match your core values to the needs of the target audience. In personal branding, authenticity (being who you are) naturally plays a more important role than in product branding.

Ask yourself the following questions:

  • What am I good at?
  • What are my advantages as a professional?
  • Who are my competitors?
  • Who are the leaders in my field? How did they achieve success?

Then turn yourself to your niche:

  • Who are they?
  • What are their interests and needs?
  • What channels of communication do they use?
  • Who can become my partner or maybe an advocate?

Here you can find a more detailed explanation about investigating your target audience.

Branding strategy and USP

After you defined the direction you will be moving in, you need to get to grips with the branding strategy.

Margaret Mark  and Carol S. Pearson came up with the theory of brand archetypes, which is briefly shown in this table. This is something you should probably keep in mind when crafting your brand.

brand archetypes mark pearson

For example, if you are a trainer, you can select the archetype based on the type of sports you teach: a hero (high-impact training); a caregiver (restorative yoga classes); a creator (contemporary dance classes); an explorer (outdoor activities) or even an outlaw (extreme sports).

However, you can select the archetype based on other criteria (the point is being true to yourself). You can also combine several archetypes to create a unique brand personality.

Another way to convey the uniqueness of your brand is to use the following:

  • Rituals (things you habitually do).  Example: Winston Churchill smoking pipes.
  • Attributes (things you own, wear or carry around). Example: Black sweater and jeans of Steve Jobs.
  • Mystery (biography gaps, rumors, dissonances).
  • Background story (events or circumstances that led to personal enlightenment, “turning point” events).

Brand positioning

Brand positioning means working on concrete visual, intellectual and emotional qualities of your personal brand.

During personal contact, you have several ways to influence how you are perceived by your target audience.

Visual cues

Those include facial expressions, body language, clothing style, hair and makeup, body shape, etc.

Verbal effect

Rhetoric, intonation, choice of words, correctness of speech, negotiation and presentation skills.

Communicative effect

Empathy, tactfulness, “tuning in” with your audience, making a positive impression, conveying the expertise, answering the needs of the audience.

In addition, you should create a consistent “personal identity” (“corporate identity” in company branding). In other words, select personal colors, fonts, create a logo, a signature, a motto, etc. Those are used to “anchor” the brand in the minds of your target audience. Use them consistently in:

  • Social media profiles, personal blogs;
  • Business cards, printed materials;
  • E-mails, letters, etc.

Brand promotion

The final step in personal branding is to start promoting your brand.

Below you will find an overview of promotion channels.

pronoting personal brand

 

Social Media

What is important: Relevant channels, consistent presentation, authenticity, truthfulness.

What it can bring: Networking, strengthening brand image, opportunity discovery.

Events

What is important: Selecting events according to your niche, connecting with target audience, considering active and passive participation as well as organizing and hosting events.

What it can bring: Publicity, networking, expertise demonstration, opportunity discovery.

Partnerships

What is important: Partnering with influencers and thought leaders from your niche, selecting advocates for your personal brand, meaningful partnerships, authenticity.

What it can bring: Publicity, reach, strengthening brand image, expertise demonstration.

Advertising

What is important: Selecting relevant channels, consistency, authenticity, communicating value to the target audience.

What it can bring: Publicity, reach, strengthening brand image, opportunity discovery.

PR

What is important: Working with relevant mass media, focus, regular updates, observing code of conduct.

What it can bring: Publicity, reach, strengthening brand image, expertise demonstration.

This is by no means an exhaustive list and this topic certainly deserves a deeper dive in one of the follow-up posts.

As you can see, personal branding is a highly important matter, especially in times when a lot of us need to re-orientate and apply creativity in achieving our goals more effectively.

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How to Select a CRM Solution for Your Company

This article will help you select a CRM solution based on several important criteria, such as features, technical functions and usability.

If you work for an SME company and still do not have a CRM (customer relationship management) solution in place, or would like to replace the current CRM solution with a new one, this article will be helpful to you.

Initial analysis

You will need to compare at least 5-10 solutions available on the market and evaluate both their technical and business feasibility and their features. The easiest way is to create a decision matrix in Excel, where you list the CRM solutions and the factors that are important. For a list of such factors, keep on reading.

Market presence

The first idea would be to go for a solution that is well-known on the market. However, it may not be the solution that fits the needs of your company or your line of business. For example, some CRM solutions with strong market presence are not geared towards the needs of small companies. At the same time, you do not want to end up with an underdeveloped product lacking documentation and support (see below).

GDPR

Choose the solutions that comply with data protection laws of your country or the countries you operate in. If technically feasible, select self-hosted instead of cloud-hosted solutions.

Integrations

Consider the landscape of the solutions you are already using. Your CRM system is the central component of this landscape. It should have integrations with all (or most) software you use or at least an open API to create such integrations.

Data import to a CRM solution

Most solutions offer data import from CSV/XLS files, as well as contact imports from Outlook (vCards). This will suffice in most cases. Some solutions offer data import through scanning business cards or from other sources (e.g. TXT files).

Data processing

Essentially, CRM is there to store and process data on your customers, leads, suppliers, partners and employees. Thus, the features of a CRM system must include an easy way to do all the following:

  • categorize contacts (e.g. tagging)
  • add comments and attach files to contacts
  • create relationships between data sets (e.g. associate people to companies)
  • change the entered data
  • (last but not least) back up and restore any data deleted by accident.

A good user rights management system will also be helpful (the more people are using the CRM the more helpful it gets :-))

Data export from a CRM solution

This is something that is equally important to data import. In case you want to migrate your data into another system or switch to another CRM, you should be able to do it without losing any important information.

Features

Do not get stuck on having as many features as possible. This will unnecessarily increase the complexity of the system and slow down the learning curve for everyone involved.  Instead, decide what features you actually need.  Here are some examples.

Sales

If your sales people will be using the CRM, consider how it tackles visualizing the sales funnel, lead management and analyzing the sales data.

Accounting

Some CRM systems offer automated creation of quotes and invoices as well as other payment tracking.

Support

CRM can become a solution that you will use for customer communication and support. If this is important, you might want to invest in CRM offering such features.

Project management

Many CRM systems offer project management features, such as setting up meetings, creating workflows, etc.

Usability

Usability is THE crucial factor in CRM implementation. The best way to test the usability of a product is to sign up for a trial version (make sure that no hidden costs or contract obligations arise after the testing phase).

Then you can start testing the software with an initial set of fake data, similar in structure to the data you will be using. If possible, let several relevant users from your company participate in this test.  In fact, you can even do some internal usability testing. Since this is rather time-consuming, select only 2-3 systems (that rank the highest in your decision matrix).

Support and Documentation

It would be best to test out the support or the documentation on the product during your testing phase. This way you will know how problems will be tackled in reality.

At this stage you should also check how your internal resources can support the implementation and introduction of the new software.

Cost

Do not let the price be the leading factor in selecting your CRM solution. If some free CRM software matches all of your requirements – go for it. However, if choosing a free solution involves hours spent on setting it up, bug-fixing and understanding how it actually works, you may want to give it a second thought.

Generally, the two pricing factors are the number of CRM users and the number of additional features (“Starter” vs “Premium” packages). Here I would recommend to start small and add any features when you will be sure that you need them.

The infographic below sums up the relevant factors in CRM software selection.

infographic how to select a crm solution

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