In today’s competitive hospitality industry, effective email marketing is crucial for engaging with guests and driving revenue. For Cendyn CRM customers, mastering email deliverability best practices is essential to ensure your messages reach the inbox and resonate with your audience. This article will explore the top strategies for optimizing email deliverability, including obtaining marketing consent, implementing domain authentication, maintaining list hygiene, developing a robust communication strategy, segmenting audiences, creating compelling marketing templates, monitoring key metrics, and crafting a re-engagement strategy. By following these best practices, you can enhance your email campaigns’ performance and build stronger relationships with your guests.
Best Practices
Obtain Consent and Use Double Opt-In
Ensure higher deliverability rates by verifying genuine interest and reducing spam complaints. This practice builds trust and confirms that recipients want to receive your emails.
Maintain List Hygiene and Validate Emails
Regularly clean your email list to avoid deliverability issues and protect your sender reputation. Sending emails to inactive or outdated addresses can lead to high bounce rates and damage your reputation.
Implement Domain Authentication (SPF, DKIM, DMARC)
Enhance email deliverability and protect against phishing and spoofing attacks. Regularly review bounces to ensure your domains are not facing authentication issues.
Develop a Marketing Calendar and Target Specific Audiences
Avoid mass mailings that harm sender reputation. Create a communication plan with target segments for each quarter to prevent over-saturating your audience.
Manage Sending Frequency and Volume
Sending emails too frequently or inconsistently can harm your deliverability. Avoid sending too many emails at once, which can lead to spam complaints and high unsubscribe rates. Never spike your sending volume more than 1.5 times your normal rate.
Segment Campaigns for Engaged Subscribers
Focus on sending emails to customers who have engaged with your emails recently. Targeting inactive subscribers can be risky and harm your reputation. Use engagement filters like recent clicks or purchases.
Optimize Campaign Design
Ensure your messaging is clear, concise, and engaging. Use dynamic content and personalization where possible. A/B test campaigns and subject lines. Avoid single image campaigns and those with excessive CTAs. Reference our Campaign Checklist & Campaign Design Checklist.
Monitor Metrics and Adjust Accordingly
Track both positive metrics (delivery rate, unique open rate, CTR) and negative metrics (bounce rate, unsubscribe rate, spam complaints). Use bounce messages to gain insights into delivery issues. Monitor your domains on Google Postmaster to stay within acceptable spam complaint rates.
Drive Click Engagement
Focus on clicks as a clearer sign of human engagement, especially since open rates can be skewed by machine opens. Develop re-engagement campaigns for inactive subscribers and consider sunsetting non-engaged emails.
Risks of Not Following Best Practices
Deterioration of Domain Reputation
Ignoring best practices can lead to a poor domain reputation, causing emails to land in spam folders or be outright rejected.
Increased Spam Complaints
Sending unsolicited or too frequent emails can result in higher spam complaints, further damaging your reputation.
Reduced Engagement and Revenue
Poor deliverability and engagement can lead to decreased traffic to your website and lower revenue generation.
Security Risks
Failing to implement domain authentication can expose your emails to phishing and spoofing attacks, compromising your brand’s security.
By adhering to these best practices, hotel marketers can ensure their email campaigns are effective, secure, and well-received by their audience.
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