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The 4 pillars of a email marketing strategy that works over time

Imagine that you developed a brilliant email marketing strategy that works wonderfully. Would it survive the test of time? Maybe not. A few things can undermine the efficiency of your work over months and years. Things that you have to be aware of and work to minimize it's effect.

In this article, we are going to study the four invisible pillars that can guarantee that your email marketing strategy will work - not only today, but as long as you want. If you follow our tips, your email marketing channel will be much more healthy than it is today. Let's us dive into that.

Email marketing strategy is something you have to review

First thing that you must understand is that nothing lasts forever unchanged. Systems have a terrible tendency to destroy them over any amount of time. You have take constant care of it. But how? Identify the problems, search for solutions. Some of them require the transformation of your strategy, others are merely like cutting the nails from time to time. They all require some work: no email marketing strategy can ever live in the "auto".

A few of them requires tools, like The Checker. We are a email validation tool that can help you in one of these four pillars with much sucess. We're going to talk about us a little bit more later, but before anything, remember that we're here to help you succeed in this difficult world. Count on us for everything that relates to your email channel.

Relevant content that leads to engagement

The first lesson you have to learn, and this is paramount, is that it is good content that saves the day on the internet - always. Without good content, your subscriber will lose interest in no time and this will lead up to him abandoning your channel, by unsubcribing. You can see yourself also in the spam folder and your metrics will start falling as he won't open, read or do anything with your emails. A subscriber unwilling to open your email isn't a good situation to see yourself in.

A good email marketing strategy starts with the planning of content. It can be static or a content farm (like a newsletter), but it has to be good, it has to keep the person interested on you. It can't be repetitive and it can't feel like the sole purpose you have is to sell something to him, even when it clearly is the case.

Good content sometimes feels like you are a friend giving a piece of advice. It has to create a bond between you (as a company or as an individual) and the subscriber. He has to wish to read your email and a good content is perhaps the best way to do so - if he believes he is learning, growing up and being taken care of with your content, then certainly he is more prone to adquire a product or a service from you in any given time.

If you can make him anxious about your email, even better. The best emails have a tendency to be so interesting that the reader will end up giving priority to it and looking for it in his mailbox - what can make your opening rate go to the roof! -, which will help your brand get recognition. That's the purpose of a good content.

Even better is if he does something with your email, like replying or forwarding. That shows deep affection for your content and in no time he will end up being your strongest ally: someone that can help you grow by the best marketing available, which is mouth-to-mouth. Good content is not one of the biggest pillars there is, but maybe the great foundation upon which your email marketing strategy shall exist.

No Spam-Words

Second lesson of the day: there is a list of words you should avoid writing in your email subject. Yes, really, they activate most spam filters. What are them? We call it "spammy words", and they are a fast track to the spam folder - the worst place your email can go to. Sometimes it's even hard to avoid them, as they are completely normal words sometimes, but there's a big reason for that, as many of them are used mostly to make the reader act upon it and create a false sense of urgency.

Hubspot made a complete list of them, and it can be very helpful to take a good read before you send any email. But there's a lesson on it which we may share: don't try to fool or trick your subscriber into something, or overpromise. Be honest, send emails that contain only truths in it and you will be rewarded by it on the long run.

Sometimes a spammy sentence, such as "can't live without" or trying to trick him like "information you requested", may even raise your metrics. You will be taken into the false sensation that you figured something positive. That is wrong. It won't take long to see your emails start falling into the spam folder and your metrics to plummet.

Depending on how long it took, you won't even be able to relate the two phenomenons. And nothing can be worse to your work than to be clueless about what just happened. Depending on the damage, you may have to start over. So why not just avoid the spam triggers beforehand?

Again, good content can be very helpful in it, as no good content will ever try to lie, trick or overpromise something to the subscribers and readers. It will just show good ways and create a deep bond of understanding. Your subscriber has to trust you to be able to do anything with you in the future, never forget it and always try to be helpful and honest. If you do this, you won't have any problem with spammy words.

Monitoring your sender reputation

There's something you have to keep in mind, otherwise you will fall into the spam folders. That's your sender reputation, that you have to monitor from time to time. That's basically a score that your ISP (Internet Service Provider) gives to you, measuring different email sending pratices and determining if you follow the standards. It's composed of three different aspects: Domain Reputation (determines the status and rank of your domain name), IP Reputation (which is associated with your IP address) and the Content Reputation (which measures the quality of the sender’s email), again being helped by a good content.

One thing you should be aware of is your IP Reputation, that shows how many users want email from your IP address, as measured by bounces, spam or UBE (unwanted bulk mail). And content reputation is based on a few things that can determine the sender’s email quality by analyzing content, past and new. There are filters that can help on this, such as the filters for spammy words. If you get low content reputation, it means that you keep getting low open rates, flags, blocks, and unsubscribes - a nightmare on it's own.

Those two metrics create a picture about your email practices and help to generate the domain reputation over time, which is a complex measure on everything. Sender reputation goes along many practices and can be helped by a bunch of things - you have to check it from time to time. Don't let it fall too much, or your emails will get to that dreadful spam folder.

It works so the mailbox providers can deliver an inbox experience that is free from malicious, spammy emails that many email marketers still do. An email from a sender with good reputation will probably land on the inbox, whereas emails from senders with lower reputations may fall into secondary folders (which will impact metrics) or spam folders.

If you have a strong sender reputation it shows to mailbox providers that you are following satisfactory parameters, and therefore you can be trusted. Your email is probably the best channel you have, with a ROI (Return on Investment) that can go over 4,400% (that's the market average, accordingly to Sendgrid) and it deserves to be measured and taken care of as any good channel would be. It's way better than other channels such as print letters and SMS (which usually leads to fast blocks). One tool that can help you monitor your sender reputation is MailMonitor. Use it from time to time.

Constant email validation

Last aspect that you have to take care of is constant email validation. That's what we provide, by the way. What is email validation, you may ask. Well, to put it simple: imagine that you have an email list over 1 year. You started with 0 emails and now it has 30,000 emails. Without validation, you will send email to all these 30,000 addresses and some would return - those are invalid emails. Over time it's costs (as mail SaaS are usually pricier when you have tons of emails) and it damages your sender reputation.

With email validation, we (The Checker) will find out which emails don't exist anymore or never existed at all (typos, temporary emails and false addressess). You will end up only with the valid emails, therefore raising your deliverability and helping to keep a healthy email marketing strategy. Imagine that over an year, those 30,000 emails turned into 22,000 valid emails, because 20% of emails are not valid after an year and this number doubles if you are talking about corporative emails. We saved you from 8,000 potential problems and hard bounces. Oh, we have algorithims and technology which does that in a few seconds and very efficiently, with 99,9% rates of success.

In the long run, this does a huge difference. Don't be afraid to see your email list shrink. That's good, as you're focusing on better emails with higher chances to being read. Write good content and those users will bond with you and turn into costumers! We call it a good email marketing strategy, that converts and helps you build your brand. In the long run, that's what you want, right?

You have to do it from time to that, like cutting your nails. There's no specific timing to it, but you should at least try to do it once every quarter. If you have hundreds of thousands or millions of emails in your list, it might be better to do it every month or every fortnight. The same if you have mostly corporate emails (as they change faster than personal ones). It will help you avoid those hard bounces that can be so damaging to your send reputation.

If you do these four things from time to time, certainly you will be helping your email marketing strategy to survive in the long run: you may avoid big problems because of that. If you have to start over, you will see your ROI dropping deeply, and it will cost you too - after all, everytime you have to set up a new server, it may be a few thousand dollars that goes away needlessly. Many users are using email marketing again because of email validation. We're glad to help!

We are committed to helping you on that journey, and that's why we were chosen as the best email validation tool in places like Capterra and Trustpilot - amassing a significant number of clients that are among the biggest companies in the world, such as Netflix and WeWork. In other words, trust us to make your list more trustable. It's our mission. Try our tool for free on this link, and remember that we have customer support 24/7 to listen to you and help you succeed!

The 4 pillars of a email marketing strategy that works over time
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