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The Great Email Adventure: Ensuring Deliverability and Conversions in Your Journey

May 27, 20237 min read

Navigating the Uncharted Terrain of Email Best Practices, with a Caveat for Some Service-Based Pioneers

Ahoy there, fellow adventurers! Gather around and let me spin a yarn about the often overlooked but always vital terrain of email marketing. You might think it's a mundane path, but oh, you're in for a thrilling journey.

You see, as entrepreneurs, we often find ourselves in the exciting and sometimes treacherous world of email best practices. Our ultimate goal? Ensuring deliverability and conversions!

Just like every adventure begins with a single step, every business embarks on its journey with its first email. Email marketing, much like a trusty compass, is a key tool to guide your venture in the right direction.

It's a magical scroll that, when opened, can connect you directly with your audience. But alas! It’s not as simple as writing a letter, sealing it with wax, and sending it off by carrier pigeon.


Why the Email Adventure?

You might be wondering, "Why should I embark on this email adventure? Is it really that important?" The answer, my fellow explorers, is a resounding YES!

Picture this: You've spent days, weeks, even months crafting the perfect product or service. You’ve poured your heart and soul into it. And now, you need to send out the call to adventure – that’s where your trusty email comes in.

The importance of email deliverability cannot be overstated. If your email doesn't reach its destination, if it doesn't appear in your audience's inbox, then your beautifully crafted message, your call to adventure, is lost in the wilderness.

A poor deliverability rate is like screaming into the void – lots of effort, but no one hears you.

And let’s not forget about conversions, the sought-after treasure in our grand adventure. Email conversions are the difference between an audience member and a customer.

A high conversion rate means your email didn’t just reach the inbox – it persuaded, it motivated, it converted. The journey from sending an email to making a sale is the adventure we’re about to embark upon.

Join me, adventurer, as we navigate the uncharted terrain of email best practices. Grab your hat, pack your bag, and let’s delve into the wilderness, ready to face whatever comes our way.

Our goal is clear: ensuring deliverability and maximizing conversions. Shall we set off?


Mapping Out Your Route: Email Deliverability

Journeying through the dense forest of email marketing, the first landmark you encounter is the mystical realm of email deliverability. It's all about ensuring that your messages arrive at their intended destination - the inboxes of your would-be customers.

Think of your email as a message in a bottle. It's no good if the bottle gets lost at sea or caught in seaweed. You want it to make it to shore, where someone can pick it up and read your message.

In our adventure, ensuring that our messages reach the intended destination is paramount. Here's a more detailed map:

Sender Reputation

Consider the email world as a large village where everyone knows everyone. The moment you're marked as a spammer, your reputation is tarnished.

Therefore, make sure your emails are requested, relevant, and reliable. If subscribers start marking your emails as spam or if you're sending to non-existent addresses, this can harm your sender reputation. Regularly clean your list, maintain healthy engagement, and honor opt-outs promptly to keep your reputation untarnished.

Authentication

Email authentication is like your passport, verifying your identity. To enhance your credibility, employ Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM).

SPF prevents sender address forgery while DKIM adds a digital signature to your emails, indicating they haven't been tampered with in transit. 

Lastly, using Domain-based Message Authentication, Reporting, and Conformance (DMARC) instructs email servers how to handle mail that fails SPF or DKIM tests, adding another layer of security.

Content Quality

Your message should not only provide value, but also needs to be structured correctly. Don't let your emails resemble a hastily written, worn-out map.

Use a reputable email service provider to ensure correct formatting and avoid spam trigger words such as "free," "guarantee," and "no obligation."


Hunting for Treasure: Maximizing Conversions

Ah, conversions, the golden treasure every email adventurer seeks! It's not enough for your email to reach the inbox; it needs to inspire action. Conversions mark the successful transformation of a reader into a customer, a sign your email strategy is on the right path.

Capturing the golden treasure of conversions requires more than a plain map. You need a strategy:

Compelling Subject Lines

These are like the book covers of the email world. A compelling subject line piques curiosity, making the recipient more likely to open your email.

To make your subject lines captivating, try to incorporate a sense of urgency or exclusivity. Using numbers (e.g., "5 ways to...") or asking a question can also draw interest.

Personalization

Personalization is akin to finding a unique artifact during your adventure. Personalized emails show you understand your recipient's needs and interests.

Use your recipient's name in the email, refer to their past purchases, or send content tailored to their browsing behavior.

Clear Calls to Action (CTAs)

Your CTA is the ultimate X that marks the spot. It's what prompts your recipient to act. Make sure your CTA is clear, visually striking, and easily clickable.

A good CTA creates urgency, uses action verbs, and is related to the content of the email.


The Monsters You Might Meet: Common Pitfalls and How to Avoid Them

As in any adventure, you might come across some monsters along the way. These email marketing mistakes can derail your journey.

Every adventure has its monsters. Here's how to face them:

Overwhelming your subscribers

Sending too many emails can lead to subscriber fatigue, where your audience starts to tune out or even worse, mark your emails as spam. It's like encountering a swarm of bees on your journey - a few might pique your interest, but too many, and you'll start running in the opposite direction!

To avoid this, maintain a balanced, consistent emailing schedule. Consider your audience's needs and adjust your frequency based on their feedback and your engagement metrics.

Ignoring Mobile Users

Imagine you've spent your entire journey perfecting your parchment map, only to realize you can't read it by the flicker of your torchlight! That's what it's like for your mobile users when they can't properly view or interact with your email. It's essential to optimize your emails for mobile viewing, considering that more than half of all emails are now opened on mobile devices.

This means using responsive design and making sure text, images, and buttons are easily viewable and clickable on a smaller screen.

Neglecting to Test

Venturing forth without testing your strategy is akin to charging at a horde of goblins without a battle plan - likely to end in disaster! Every aspect of your email strategy should be tested and refined over time.

This includes sending test emails to check how they appear across different devices and email clients, as well as using A/B testing to compare different subject lines, send times, content, and more. Through regular testing, you can optimize your strategy for better results.


Not All Heroes Are Ready: Who Should and Shouldn't Embark on this Adventure

In the realm of entrepreneurship, timing is crucial. For some businesses, launching an email marketing strategy might be a step best saved for later:

Early-stage businesses

If you're at the stage of your business where you're still crafting your products or services, it might not be the best time to embark on the email adventure. Much like a budding wizard learning their first spells, your initial focus should be on perfecting your craft and understanding your customers.

Businesses with a small or disengaged audience

If you're dealing with a small email list or a disengaged audience, it's best to work on growing and engaging your audience before diving into advanced email marketing tactics. Think of it as rallying a larger and more loyal adventuring party before setting off on your epic quest.

Businesses lacking resources or expertise

If your team doesn't have the time, resources, or expertise to craft an effective email marketing strategy, it might be best to postpone this adventure. You wouldn't set off to slay a dragon without the proper weapons and armor, would you?


Remember, every business's journey is unique. Understanding where you're at in your journey and whether you're ready to take on the email marketing adventure is a crucial step towards success. But fear not, brave entrepreneur, for when the time is right, your email marketing journey awaits!

Email Deliverability
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Christina Hooper

Business Design Consultant 🚀 Building Your BLUEprint for Success & Fulfillment 🐉Conquering Dragons 🔮 Turning Dreams Into Realized Plans 🥳 Having Fun on the Way

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