The golden rule of email: deliverability is the foundation of a strong email marketing strategy. As an event email marketer, you need to take the time now to re-evaluate your deliverability strategy so you can increase engagement, maximize opens and clicks and drive higher revenue for your next event. Let’s dive in!
Why should I care about deliverability as an events email marketer?
After a year of no events, and fewer emails being sent, your email deliverability likely took a hit. But why does it matter? Your email deliverability determines whether or not you land in your fans’ inboxes and how many of them will actually open and click your emails. All the hard work you put in to build that beautifully designed email goes out the window when you don’t have good deliverability and can’t guarantee inbox placement.
Without good deliverability, your fans will likely miss emails about your next event, won’t know when tickets are released, and might even lose interest in your events over time since they’re not getting exposure to your brand through email.
What is email deliverability?
It sounds scary but it’s simply your sender reputation based on email engagement. Your email deliverability determines how often you land in your subscribers’ inbox and whether they see your emails or not. If you have a strong sender reputation, ISPs ( gmail, outlook, etc.) are more likely to trust you and place your emails in your fans’ primary inbox.
Building a strong sender reputation is simple. An ideal sender is sending a consistent volume of targeted emails that get high engagement on a frequent basis.
Can’t I just email everyone on my list to increase email opens?
The simple answer is no. Good open rates are key to a high ROI strategy, but if no one you send to opens your emails, there isn’t much point in sending them. This is where segmenting by engagement rates comes in. Sending to your most engaged subscribers (those who show intent to open your emails) will guarantee higher opens, and tells ISPs that people are interested in your emails which will improve inbox placement overall, and increase opens in the long run.
You should never blast your whole list. Sending emails that aren’t targetted or irrelevant to your fans interest can lead them to unsubscribing or even worse land you in spam and hurt your email deliverability. Focusing on sending hyper-targeted and relevant emails guarantees inbox placement, and with more inbox visibility, you’ll also get higher opens and clicks.
Will better deliverability drive higher revenue for my next event?
Absolutely! Email’s still the most effective way to generate revenue with an average ROI of 3800% and you should leverage this as much as possible by sending good emails. Consistently sending targeted emails that are based on interests, demographics, and past purchasing behavior increases the chances of customers engaging and builds your relationship with them. Hyper-targeted emails are shown to have 82% higher open rates than bulk blasts resulting in higher revenue. Thinking about deliverability now and being strategic with your sends will generate more profit long term.
How can I get better deliverability?
Now that you know the basics of deliverability, let’s dive into the strategies you need to improve your sender reputation.
Build a welcome automation
Welcome emails have an average open rate of 84% so ISPs look to them to see if a subscriber wants to hear from you, which makes it a crucial time for good engagement.
Create a winback automation
After a year of minimal emails being sent to fans, a winback automation is a must! A winback campaign is a hyper-targeted email or series of emails sent to a subscriber who hasn’t engaged in a set period of time, and designed specifically to get them to engage.
Clean your list
Prune out invalid, and unengaged subscribers to protect your deliverability especially in regard to the subscribers that regularly open and click your emails. With a clean list, you’re only sending emails to customers that want to hear from you and don’t risk being sent to spam.
If you want to maximize engagement, increase opens and clicks, and drive higher revenue for your next event, you need to build a strong deliverability strategy.
Want to get expert deliverability strategies? Check out our full guide where we dive deeper into all things deliverability.