The basics of successful email marketing campaigns have been outlined, emailschools.info reports.
Following on from the Direct Marketing Association's white paper on email deliverability, marketing expert Julie Knight explained that to succeed, campaigns need the "right message, right target, right channel [and] right time".
Ensuring all these are taken care of means emails should be given the best chance possible of being opened and read, Knight suggested. She went on to explain that ISP (Internet Service Providers) have recently changed their approach to email filtering and brands should be aware of the changes in order to create an effective campaign.
Knight noted that ISPs have ceased looking at click through statistics in order to determine an email's validity. Instead, they are now using a system that not just penalises bad emails but promotes goof ones, depending on consumer interaction.
Where deliverability was concerned, businesses were urged to ensure they keep a good business reputation and test their "from" information regularly. She noted that 80 per cent of emails that go unopened are because of users being uncertain of the sender or attributing them with a poor reputation.
Following these simple rules would mean that marketers send "the right message at the right time and match what the subscriber is expecting to receive with that they have actually received," Knight concluded on marketscan.co.uk.