To gain subscriber attention and remain relevant throughout the peak sales season, senders need to optimize personalization capabilities. Subscribers scanning through crowded inboxes are now making split-second decisions about which messages they open. According to a recent study by Microsoft, the human attention span has reduced from 12 to 8 seconds in the last 22 years. Plus, marketers don’t have long to capture subscribers‘ attention. They’ll also have lower tolerance for email that isn’t timely or relevant either marking these messages as spam or ignoring them completely. In response to this flood of messages, subscribers will become more selective when deciding which emails to open and engage with. Should this trend continue, we can expect record-setting email volume in the fourth quarter. Leverage the power of personalizationĬompetition for subscriber attention in the inbox has never been fiercer.Īs reported during Validity’s most recent State of Email Live webinar, we’re currently seeing a 30 percent uplift in global email volume compared to the same period last year. Remove invalid or risky email addresses, especially for segments with low/no engagement, to prevent list hygiene issues from disrupting your deliverability. Validate email addresses on your list before beginning a warmup, using a contact verification solution. When increasing volume, start with a solid segment of customers who expect your messages and actively engage with your brand. Brands don’t want to overwhelm and annoy customers before a peak purchase period. Early disengagement can result in lost opportunities for a customer to purchase from your brand. In addition, repeatedly blasting out messages across your list can expedite subscriber fatigue. As we know, sender reputation is a key driver of mailbox provider filtering decisions, and can determine whether messages land in the inbox, the spam folder, or are rejected. As they slowly increase their sending volume, senders build meaningful reputations with mailbox providers. Senders can easily avoid negative repercussions such as delivery delays or spam placement by warming up their IPs or domains in advance.ĭuring an IP or domain warmup, a sender gradually increases their message volume to the receiving mailbox provider. These sudden, significant changes are alarm signals for mailbox providers, who may block or bulk messages until they are able to validate a sender’s reputation. Warm up your IP or domainĭuring peak sales season, many senders increase send volume and frequency, often dramatically and suddenly. Let’s look at steps email marketers can take now to ensure a record-breaking peak sales season. In addition, marketers will be up against rising global email volumes (global sending volumes have risen by 82 percent in the past two years!) and increased competition to stand out in the inbox. This year, planning ahead is especially important, as news of inflation and ongoing economic instability will be top of mind for consumers and influence their purchasing decisions. Brands rely heavily on the email channel to drive customer engagement and sales revenue during this peak period.īut increasing sending volume doesn’t always increase revenue. The final months of the year are a critical time for email marketers. Most marketers know Q4 ‘tis the season they’re told to “send more email!”
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