E-mail is a powerful tool for low-cost marketing and plays an obvious role in increasing repurchase rates. The vast majority of cross-border e-commerce sellers focus on email click-through rates, but email deliverability is the most important part. Any effort you put into email marketing is useless if no one sees the email.
A site with a delivery rate that is too low can easily be considered spam. How to improve the delivery rate of emails, here are a few important strategies, hoping to give sellers some ideas.
1. Use short topic lines
In an era of fragmentation, it is difficult for people to concentrate on understanding long sentences. Short topics are more likely to attract consumers to open than long topics. Don’t use too many phrases and words in your topic. Using too many meaningless words can easily be marked as spam, which is detrimental to the delivery of your message.
2. Optimize mobile terminals
Compared with PC terminals, more and more people are active on mobile terminals. Data shows that 70% of emails are completed on mobile terminals, so optimizing email mobile terminals is very important, especially on mobile terminals.
Compared with other terminals, the screen of mobile terminals is very small, and mobile terminals that optimize emails focus on display. Keep the text as small as possible to highlight the content of the email; the CTA is large enough to ensure that mobile users can easily click through. Try not to use pictures, as pictures may be difficult to load and may not be displayed properly.
In addition, it is best to send a preview to your own email after writing the email to see if it displays effectively.
3. Pay attention to the frequency of sending emails
Email is a cyclical marketing method. Do not over-consume. Emails that are too frequent are easy to be annoying, and emails can easily fall into the shadows and be ignored. Treated as spam. Therefore, try to compress the content of the email, send valuable emails in a timely manner, and plan the purpose and goals of the email. Is it to stimulate purchases or maintain relationships? Don’t over send.
4. Build a high-quality email list
The contact list forms the basis of email marketing. If your email list is of low quality, the emails you send are more likely to bounce and may even be marked as spam and complaints.
It is recommended that independent website sellers group the interests and needs of contacts according to the user’s needs, interests or age.
5. Regularly clean up the contact mailing list
Regularly clear out all subscribers who have not opened emails within 4-6 months. Contacting inactive users with large email lists can easily be classified as spam.
6. Reduce unsubscriptions
Unsubscribing is not only a problem of losing potential customers, but also affects the email service provider’s rating of the domain. If a large number of contacts unsubscribe at the same time, the email provider may refuse to receive files for that domain in the future.
Finally, the email campaign will be A/B tested, choose the appropriate sending time, do not use sensitive words, and send reply emails to contact inactive users. This is also a strategy to improve the delivery rate.