Direct marketing (also known as Email Marketing) has grown in popularity over the past 5 years. It’s comeback is partially due to the growth in other digital platforms, including Facebook, Linkedin, and Instagram. As consumers become de-sensitized to paid digital advertising like adwords, Facebook ads and such, vehicles that were once burnt out and overused (like email) are surging back in popularity - and effectiveness.
Technology really is an ecosystem, so with the rise in email marketing, comes the increase in email security. Email platforms like gmail, Outlook, and iCloud are continually updating spam filters and algorithms to filter out marketing emails. I hear you - What a pain, right?! So when it comes time to start marketing your event, you need the best tips and tricks to ensure you’re getting into as many inboxes as possible….lucky we’re here to help!
Tip 1: Personalize it
Using platforms that allow you to include personalization variables can help you cut through email filters exponentially. A simple execution of this is replacing your opening email line with “Hi [first name]” rather than “Hi there.”
Take this tip even further and try personalizing the subject line. Not only will that help get through the email filters, it will also help your open rates - we’re naturally inquisitive creatures, and when a subject line says our name, we can’t help but click!
One of my most successful emails had a hashtag in it - it felt super personal to the recipient: #NAMElovesevents
Tip 2: A/B test your formats
This just means ‘split your database in half, send each group a different format then see which one has the best results.' Some email filters scan for rich, html formatted emails. Although these are pretty, to a computer they’re a sure sign that your email is ‘promotional’ and therefore should be sorted into a lower tier inbox. Try also sending plain text emails. These will not only help your success rate, but may also help encourage better, more personal connections with your audience.
Tip 3: Change your sender details
Most marketing automation and email blast software allows you to edit the name and email address of the sender. Most of us typically respond to this by making the sender our company name, event name or a department name.