Did you know that one of the biggest mistakes in promotional email marketing is driving traffic to your home page? Why is this not a good strategy? Because the purpose of a home page is to start the conversation. In an email campaign, the conversation has already started and a landing page is a continuum to that conversation. Why not help users to quickly find what they’re looking for and make a conversion that will quantify your email campaign?
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I’m currently helping a subdivision of a larger parent company with their onboarding process. Recently, this client asked if they should have their own dedicated IP address, or if they should send their emails via their parent company’s existing IP address. My first thought was that of course each company should have its own IP address.
In my last article I encouraged email marketers to focus on creating quality, value-based content experiences before focusing on fine-tuning tactics, such as send-time-optimization. Regardless of when an email is sent or opened, customers look at the sender first and immediately decide whether or not your message has enough value to bother opening (subject lines come a distant second).
You may be saying to yourself “another post about a re-engagement program that doesn’t generate high revenue or engagement.” This post is not about a traditional re-permission program – it’s about how using segmentation and planning can get to the right person at the right time and keep your audience coming back for more.