The art of deliverability
When we talk about email deliverability , we enter a fascinating field. Anne-Claire Fichten, our expert on the subject, likes to say that "deliverability is an art and not a science, because there is such an important human factor". And she is right! Imagine for a moment: you have spent hours refining the content of your email, choosing the best offers for your customers, but if this email never reaches their inbox, all this work will have been in vain.
Deliverability is exactly that: making sure your valuable messages land where they need to be, in front of your recipients. But be careful, it’s not just a technical question. What really makes the difference is the behavior of your recipients. Do they open your emails with enthusiasm? Do they click on your offers? Or on the contrary, do they systematically ignore them?
The specific challenges of the holiday season
During the holiday season, these questions become list of austria whatsapp phone numbers even more important. Why? Because this is the time when everyone, and I mean “everyone,” is stepping up their communications. The result? Your customers’ inboxes are bombarded with promotions, special offers, holiday greetings, etc. In this digital hubbub, how can you make your voice heard?
This is where the magic of deliverability happens. Good deliverability is like having a VIP pass to your customers’ inbox. Not only will your special offers get seen, but you’re also building a solid sender reputation over the long term. It’s like becoming that good friend who’s always happy to see arrive in their inbox.
Risks to avoid
But be warned, the holiday season has its own challenges. Email volume explodes, and everyone wants a piece of the pie. Consumers are on the lookout for deals, sure, but they’re also more likely to mark emails they’re not interested in as spam. It’s a delicate balance to strike.
And then there’s the risk of boring your subscribers. You know, it’s like when you eat too much chocolate during the holidays: at some point, even if it’s delicious, you can’t take it anymore. Same for emails: too much is too much. And a bored subscriber is a subscriber who risks not opening your emails anymore, unsubscribing or even worse, complaining.
Optimizing your email marketing strategy for the end of the year
The big cleanup of your database
Now that we’ve laid out the groundwork, let’s talk strategy. How do you make your holiday emails a hit? It all starts with a healthy database. Think of it like your New Year’s Eve guest list: you only want people who actually want to be there, right?
Step one: the big clean-up. Yes, I know, it's not the most exciting activity, but trust me, it's worth it. Delete the addresses that systematically bounce. These addresses are like invitations that keep coming back in the mail: there's no point in persisting.
Intelligent management of inactive people
Next, let’s deal with the famous “inactive” ones. You know, those contacts who haven’t opened your emails for months or even years. Anne-Claire has an interesting approach to this. She tells us: “Stop sending emails to your entire base. Not everyone is interested all the time.” And she’s right! Rather than persisting in waking up sleeping contacts, focus on those who show interest.
But be careful not to throw the baby out with the bathwater. Among these inactives, there may be customers who were once very engaged. For these, it’s worth trying a different approach. Maybe a personalized email to tell them you miss them? Or a special offer to win them back? The idea is to reactivate these contacts intelligently, not to bombard them blindly.
The art of customization
Once you have your list all clean, let’s move on to personalization. This is where it gets really interesting. Personalization isn’t just about putting “Dear [First Name]” at the beginning of your email. It’s about understanding what each segment of your audience is really looking for.
Our expert gives us a golden tip on this subject: “Include your brand name in the subject line to differentiate yourself from spammers.” Smart, right? Not only does it reinforce your brand identity, but it also makes you stand out immediately in a crowded inbox.
The multi-channel approach
And don’t forget the magic of multichannel. Email is great, but it’s not the only tool in your marketing toolbox. Combine it with SMS , push notifications , maybe even paper mail for your most loyal customers. The idea is to create a consistent, immersive experience for your customers, no matter which channel they prefer.
Techniques to improve the deliverability of your emails
The importance of authentication
Now let’s move on to the more technical aspects, but don’t worry, I’ll try to make this as digestible as possible. You know, deliverability is a bit like the plumbing of a house: it’s not the most glamorous part, but without it, nothing works properly.
Let’s start with authentication. DKIM, SPF, DMARC… No, these aren’t fancy cocktail names, but essential authentication protocols. Think of them as your email identity card. These protocols tell email providers: “Hey, look, we’re the ones sending these emails, we’re legit!”
BIMI: your logo in the inbox
And then there's the new kid on the block that's getting people talking: BIMI (Brand Indicators for Message Identification). Anne-Claire talks about it enthusiastically: "It reassures the recipient that the brand that's communicating is really the brand that's communicating." Basically, it's like putting your logo directly into your customers' inbox. Classy, right?
The perfect balance of content
But technique is only part of the equation. The content of your emails is just as important. You know, it’s like a good meal: you need the right balance of ingredients. In the case of an email, that means a good text-to-image ratio. Too many images, and you risk triggering spam filters. Not enough, and your email may come off as bland.
And then, never forget the golden rule: create content that truly brings value to your recipients. Always ask yourself the question: "If I received this email, would I be happy to open it?" If the answer is no, then you need to review your copy.
Mobile optimization: a must
Oh, and don’t forget to optimize for mobile! Many people check their emails on their smartphones these days, especially during the holidays. An email that doesn’t display well on mobile is like a poorly wrapped gift: it makes you less likely to open it.
Measure and adjust your performance
Key indicators to monitor
Now that we have all these beautiful mechanisms in place, how do we know if it works? This is where performance indicators come into play. Anne-Claire insists a lot on this, and she is right.
The first metric to watch is the deliverability rate. “The first thing when you send a campaign is to make sure your emails are arriving.” Makes sense, right? If your emails aren’t even arriving at their destination, everything else doesn’t matter.
Next, keep an eye on your open and click rates. These are good indicators of your recipients’ engagement. If these rates drop, it may be a sign that you need to revisit your content strategy.
The importance of the complaint rate
Another very important point: the complaint rate. "Gmail starts blocking if you have a complaint rate above 0.3%." That's not much, huh? It shows how important it is not to annoy your recipients.
Also, don’t forget to monitor your unsubscribe rates. A sudden spike could be a sign of a problem with your content or sending frequency. It’s like your guests all starting to leave your party at the same time: you have to ask yourself some questions!
Monitoring and analysis tools
To help you with this task, our expert highly recommends using Google Postmaster Tools. It's a bit like having a spy in Gmail's camp, telling you how your emails are perceived.
Real-time adjustment
And don’t be afraid to adjust your strategy along the way. If you see engagement dropping, maybe you need to reduce the frequency of your sending. Or as Anne-Claire wittily suggests: “Sometimes sending during your lunch break can be more effective than being the first one at 8am.” It’s true, after all, who doesn’t like a little distraction during their lunch break?
What you need to remember
Ultimately, email deliverability is not just a matter of technique or numbers. It is above all a question of respect and understanding of your audience: "The better you know your customer, the better you will be able to serve them."
To make your holiday email marketing campaigns a success, put yourself in your recipients’ shoes. Create content that truly brings them value, technically optimize your mailings, and listen to the signals they send you through their engagement (or lack thereof).
And most importantly, remember that deliverability is a long-term job. It’s not something you can quickly cobble together just before peak periods. It’s a relationship you build with your recipients day after day, all year long.
By following these tips, you'll not only increase your chances of being a hit during the holidays, but you'll also lay the foundation for a lasting and fruitful relationship with your audience. And that's the best gift you can give your business!
