Summary
To improve email click rates despite a manager's disagreement with segmentation and sunsetting, a multifaceted approach is necessary. This involves demonstrating the benefits of segmentation and list hygiene through data and A/B testing. Segmentation should focus on tailoring content to subscriber preferences, behavior, purchase history, website activity, and email engagement. List hygiene requires removing inactive subscribers to improve engagement and deliverability. Additionally, email authentication (SPF, DKIM, DMARC) and monitoring sender reputation are crucial for deliverability. Effective subject lines and personalization also play a key role. Ultimately, presenting data-backed evidence of these strategies can persuade the manager.
Key findings
- Segmentation: Tailoring content to subscriber preferences significantly improves engagement and click rates.
- List Hygiene: Removing inactive subscribers improves engagement rates and deliverability.
- Email Authentication: Implementing SPF, DKIM, and DMARC enhances sender reputation and deliverability.
- Data-Driven Decisions: Using analytics to track email performance optimizes email campaigns.
- Engagement & Deliverability: Low engagement negatively impacts sender reputation and deliverability.
Key considerations
- Demonstrate Benefits: Use A/B testing and split sends to showcase the positive impact of segmentation and sunsetting on key metrics.
- Authentication Standards: Adhere to email authentication standards to improve deliverability and avoid spam filters.
- SNDS Monitoring: Regularly monitor sender reputation using tools like Microsoft's SNDS program.
- Personalization: Personalize emails based on subscriber data to increase relevance and engagement.
- Subject Line Optimization: A/B test subject lines to identify what resonates best with the audience.
What email marketers say
10 marketer opinions
Improving email click rates when facing disagreement from a manager on segmentation and sunsetting campaigns involves demonstrating the benefits of these strategies through data and testing. Segmentation, list hygiene, and personalization are crucial. Split sends and A/B tests can illustrate the impact of segmentation and sunsetting on engagement metrics. Strong subject lines and data-driven decisions also enhance email performance. Presenting these data-backed insights can help persuade the manager.
Key opinions
- Segmentation: Targeting subscribers with relevant content based on their preferences and behavior significantly improves engagement and click-through rates. It’s essential to segment based on criteria such as purchase history, website activity, and email engagement.
- List Hygiene: Removing inactive subscribers is crucial for improving deliverability and engagement. While the audience size might decrease, the overall engagement rate will improve due to a higher concentration of active and interested subscribers.
- Personalization: Tailoring email content to individual subscriber preferences and behavior can significantly increase engagement and click rates. Use data to personalize emails with names, locations, or past purchase history.
- Data-Driven Decisions: Using analytics to track email performance and make informed decisions about segmentation and content can improve click rates. Monitor metrics like open rates, click-through rates, and conversion rates.
- A/B Testing: Demonstrating the positive impact of segmentation and sunsetting through A/B testing can help persuade a manager. Split sends and testing different subject lines can provide concrete data.
Key considerations
- Demonstrate Benefits: Consistently show the positive impact of segmentation and sunsetting on key metrics like open and click rates to convince the manager.
- Split Sends: Compare results between standard audiences and segmented audiences to illustrate the effectiveness of segmentation.
- Long-Term View: Emphasize the long-term benefits of list hygiene, such as improved deliverability and sender reputation.
- Subject Line Optimization: A/B test different subject lines to see what resonates best with the audience and improve open rates.
- Advanced Segmentation: Implement advanced segmentation techniques based on subscriber behavior to improve click rates and overall engagement.
Marketer view
Email marketer from Reddit shares that implementing a sunset policy is crucial for maintaining a healthy email list. They explain that removing inactive subscribers improves engagement rates and deliverability. They suggest convincing the manager by showing the positive impact of sunsetting on key metrics like open and click rates.
18 Mar 2024 - Reddit
Marketer view
Email marketer from Neil Patel emphasizes personalization as a tactic. He explains that tailoring email content to individual subscriber preferences and behavior can significantly increase engagement and click rates. Use data to personalize emails with names, locations, or past purchase history to enhance relevance.
29 Sep 2021 - Neil Patel
What the experts say
2 expert opinions
Improving email click rates requires addressing the manager's resistance to segmentation and sunsetting. Focusing on list segmentation enhances engagement by tailoring content to specific audience segments, which improves relevance and click rates. Demonstrating these benefits through testing can influence the manager. Furthermore, engagement directly affects deliverability; low engagement damages sender reputation. Implementing sunsetting and presenting the resulting data can improve click rates and inbox placement, potentially changing the manager's perspective.
Key opinions
- List Segmentation: Tailoring content to specific segments improves relevance and click rates.
- Engagement & Deliverability: Low engagement negatively impacts sender reputation and deliverability.
- Sunsetting: Implementing sunsetting can lead to better click rates and overall inbox placement.
Key considerations
- Demonstration: Demonstrate the benefits of segmentation and sunsetting through testing.
- Data Presentation: Present data showcasing the positive impact of sunsetting on click rates and inbox placement.
- Relevance: Focus on improving the relevance of content through segmentation.
Expert view
Expert from Word to the Wise explains that focusing on list segmentation provides significant benefits by improving engagement. By tailoring content to specific segments, you improve relevance and thus click rates. Demonstrating this through testing can help influence a manager.
18 Feb 2023 - Word to the Wise
Expert view
Expert from Spam Resource explains the relationship between engagement and deliverability. Low engagement negatively impacts sender reputation, and thus deliverability. Implementing sunsetting, and showing the data can lead to better click rates and overall inbox placement, and can make the manager see the light.
14 Aug 2022 - Spam Resource
What the documentation says
3 technical articles
Improving email click rates indirectly involves adhering to email authentication standards and monitoring sender reputation, especially when facing internal disagreement on segmentation and sunsetting. Google Postmaster Tools advises using SPF, DKIM, and DMARC for authentication, enhancing sender reputation and deliverability. Microsoft Docs recommends monitoring sender reputation via SNDS to identify and address deliverability issues. RFC 7208 details the technical specifications for SPF, preventing email spoofing and improving deliverability. While these measures don't directly address click rates, they improve inbox placement, allowing more subscribers to see and potentially click on emails.
Key findings
- Email Authentication: Adhering to email authentication standards (SPF, DKIM, DMARC) improves sender reputation and deliverability.
- Sender Reputation Monitoring: Monitoring sender reputation helps identify and address deliverability issues promptly.
- SPF Implementation: Properly configured SPF records prevent email spoofing and improve deliverability.
Key considerations
- Authentication Standards: Implement SPF, DKIM, and DMARC to ensure emails are properly authenticated.
- SNDS Monitoring: Regularly monitor sender reputation using Microsoft's SNDS program to identify and address deliverability problems.
- RFC Compliance: Ensure SPF records are configured according to RFC 7208 specifications.
Technical article
Documentation from RFC explains the technical specifications of SPF (Sender Policy Framework) records. RFC 7208 specifies how to create and implement SPF records to prevent email spoofing. Properly configured SPF records authenticate email sources and improve deliverability.
25 Apr 2022 - RFC 7208
Technical article
Documentation from Microsoft Docs recommends monitoring sender reputation using Microsoft's SNDS program. Monitoring sender reputation helps identify and address deliverability issues promptly. Positive sender reputation improves the likelihood of emails reaching the inbox.
17 Jul 2024 - Microsoft Docs
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