From IP health to marketing buzzwords, our weekly roundup covers deliverability basics, newsletter best practices, and the relationship between a preheader and open rates. This Week in Email is a weekly digest of industry news, email marketing tips, and cool products and features. If you have an article you would like us to consider, send us a tweet @datavalidation.
"Even though e-newsletters are one of the most common types of emails to send, they are actually some of the hardest to do right." Ginny Soskey
From asking yourself if you even need a newsletter to knowing what design best fits your needs, this article offers 10 practical approaches to building a newsletter. One takeaway: Set expectations for your subscribers around frequency and content. By developing a balance of informational and promotional content, you can build an engaged subscriber base.
"Your subject line might not be enough to secure an open, but by utilizing the preheader text, you can paint a better picture of what will be featured in the email." Jamie Cain
It's not just about the subject line anymore. Using preheader text to inform and engage your customers can lead to increased open rates. It's a great way to promote a sale or show off new content. The preheader can give your customers a preview of the email and promote, or reinforce, your message. These 5 tips from ReturnPath will help you use the preheader like a pro and get the most out of your efforts.
"Certainly, it seems easier to just send all your normal traffic over your new IP. Ramping up a cold IP will most likely require some changes to your sending schedule and some manual oversight – but in most cases it’s a relatively minor inconvenience for a sizable reward." Brad Gurley
What is a warm IP? What can happen if you don’t take the time to warmup your IP? What's the most effective warmup process? Is sending to a cold IP really that bad? If you’ve ever asked yourself any of these questions, this article is for you! The head of Deliverability at WhatCounts covers why, how, and when you should consider IP warming.
"In essence, personalization and relevance are both marketing buzzwords, and buzzwords have a shelf life. And while marketers will never abandon "relevance" entirely, its status as the top buzzword in digital marketing is being threatened by another one in ascendancy – context." Jason Klein
Take a good look at your marketing strategy. Is it personalized, relevant and contextual? Which is the most important? Is your content relevant and valuable to the reader in the present time? While personalization is important, you need to remember not to come off intrusive. Once a balance is found between the two, how do you contextualize the content? In this article, Jason Klein gives a great overview of contextual marketing and its importance.
"For our dedicated deliverability team the recent CSA certification is an addition to our continued approach in fighting against unsolicited email spam, promoting quality email marketing, and establishing a good relationship with ISPs." Alberto Miscia
The Certified Senders Alliance is one of the most reputable whitelists in Europe. By bridging relationships between ISPs and ESPs, the CSA enables email service providers to have better deliverability. Alberto Miscia gives an overview of the benefits and implications of MailUp's CSA certification.
Image Credit: Stéfan