{"id":4861,"date":"2022-04-25T08:00:00","date_gmt":"2022-04-25T12:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/blog\/20-things-successful-email-marketing-programs-do\/"},"modified":"2022-10-11T01:13:36","modified_gmt":"2022-10-11T05:13:36","slug":"20-things-successful-email-marketing-programs-do","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/20-things-successful-email-marketing-programs-do","title":{"rendered":"Top 5 Priorities for Successful Email Marketing Programs"},"content":{"rendered":"<p><span style=\"font-weight: 400\">Email remains a top-performing marketing channel with <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.hubspot.com\/state-of-marketing\/email-marketing-trends?\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">78%<\/span><\/a><span style=\"font-weight: 400\"> of marketers continuing to see an increase in email engagement. Audiences still love email because it allows brands to communicate with them on their preferred channel in a personalized way.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">As email marketing strategies continue to evolve, it\u2019s important to focus on key areas that will help grow your business \u2014 and your subscriber&#8217;s loyalty.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">We have outlined the top five priorities for successful email marketing programs to help create consistency and conversions.<\/span><\/p>\n<h2><span style=\"font-weight: 400\">Email deliverability\u00a0<\/span><\/h2>\n<p><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-deliverability-can-guide-your-emails\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">Email deliverability<\/span><\/a><span style=\"font-weight: 400\"> helps you measure how often your emails are landing in the inbox instead of being labeled as spam. Low deliverability, specifically a systematic deliverability issue, has a ripple effect. It can impact your branding, engagement rates, and ultimately, your <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/infographic-the-roi-of-email-marketing\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">ROI<\/span><\/a><span style=\"font-weight: 400\">\u2014which has much larger implications for your business.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Several factors affect an email marketing campaign\u2019s likelihood of being successfully delivered. Keep an eye on these key areas to ensure your email campaigns don\u2019t endure any unsuspected detours.<\/span><\/p>\n<ul>\n<li><strong>Create a <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/email-marketing-checklist\/\" target=\"_blank\" rel=\"noopener\">pre-send checklist<\/a><\/strong>\n<ul>\n<li><span style=\"font-weight: 400\">Mistakes are inevitable. However, with tools to check, and double-check your work, they are far less likely to occur. Testing every email campaign before every send can help eliminate errors and increase brand credibility.<\/span><\/li>\n<\/ul>\n<\/li>\n<li><strong>Test spam filters\u00a0<\/strong>\n<ul>\n<li><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/tool-tips-the-most-popular-spam-filter-testing-tools\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">Spam filter testing tools<\/span><\/a><span style=\"font-weight: 400\"> can give you visibility on any potential spam hurdles your email marketing campaign may face \u2014 before they become a problem. Brands that use spam testing tools also report a higher ROI of $51 for every $1 spent.<\/span><\/li>\n<\/ul>\n<\/li>\n<li><strong>Conduct an email deliverability audit<\/strong>\n<ul>\n<li><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-deliverability-audit\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">An email deliverability<\/span><\/a><span style=\"font-weight: 400\"> audit analyzes any necessary changes needed to improve deliverability performance. Monitoring things like sender reputation, format and content, and list hygiene can help highlight where to focus your efforts for improvement.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2><span style=\"font-weight: 400\">Personalization<\/span><\/h2>\n<p><span style=\"font-weight: 400\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-personalization\/\">Email personalization<\/a> is here to stay. Subscribers expect it and it\u2019s good for business. In fact, <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.epsilon.com\/us\/about-us\/pressroom\/new-epsilon-research-indicates-80-of-consumers-are-more-likely-to-make-a-purchase-when-brands-offer-personalized-experiences\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">80%<\/span><\/a><span style=\"font-weight: 400\"> of customers say they are more likely to make a purchase from a brand that provides personalized experiences.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Email subscribers like receiving personalized messages that make them feel like a business really <\/span><i><span style=\"font-weight: 400\">knows<\/span><\/i><span style=\"font-weight: 400\"> them. By incorporating <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/live-dynamic-content-to-increase-engagement\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">dynamic email content<\/span><\/a><span style=\"font-weight: 400\"> based on each person&#8217;s preferences, on-site behaviors, or past purchases, you improve engagement, build loyalty and ultimately, increase revenue. It\u2019s so powerful that <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/blog.hubspot.com\/marketing\/data-personalize-marketing-li\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">99%<\/span><\/a> <span style=\"font-weight: 400\">of marketers say personalization helps advance customer relationships.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Personalization also helps you learn more about your ideal audience to optimize your marketing efforts across channels and platforms. Since email works at all stages of the customer funnel, it\u2019s an ideal way to gather information to complement your<\/span> <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-marketing-to-boost-omnichannel-strategy\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">omnichannel<\/span><\/a> <span style=\"font-weight: 400\">strategy.<\/span><\/p>\n<h2><span style=\"font-weight: 400\">Email automation\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400\">According to our <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/state-of-email\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">2021 State of Email report<\/span><\/a><span style=\"font-weight: 400\">, about 59% of marketers have made expanding automation a priority for their email marketing. <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-automation-tool-evaluation\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">Email automation tools<\/span><\/a><span style=\"font-weight: 400\"> help maximize productivity, identify inefficiencies, and create opportunities for more conversions \u2014 a win all around.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Another perk to automation? You can apply <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/combining-segmentation-and-personalization\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">segmentation and personalization<\/span><\/a><span style=\"font-weight: 400\"> to your email marketing strategy at scale. This improves your subscriber\u2019s experience by giving them the content they want at the right time.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Email automation is also great for <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/reengagement-winback-emails\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">re-engagement or abandonment campaigns<\/span><\/a><span style=\"font-weight: 400\">. Implementing automation to reach back out to subscribers could be the nudge they need to take action. It also lets you nurture the customer relationship organically while gaining more data for each customer profile to improve future communications.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400\">Brand Indicators for Message Identification (BIMI)<\/span><\/h2>\n<p><span style=\"font-weight: 400\">As data privacy regulations continue to impact how email marketers reach their audiences, gaining subscriber trust is increasingly important. Implementing <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/what-is-bimi-and-why-should-email-marketers-care\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">Brand Indicators for Message Identification <\/span><\/a><span style=\"font-weight: 400\">(BIMI for short) can help you stand out in the inbox.<\/span><\/p>\n<p><span style=\"font-weight: 400\">By displaying a sender logo alongside your message, you boost brand visibility and trust \u2014 and quickly. This will show subscribers your brand information has been verified and your email isn\u2019t spam.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Most major ESPs support <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/getting-started-with-bimi\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">BIMI<\/span><\/a><span style=\"font-weight: 400\">, and more are likely to in the future, as businesses <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/privacy-proof-your-email-program\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">privacy-proof <\/span><\/a><span style=\"font-weight: 400\">their email programs. BIMI also helps improve email deliverability by authenticating your email to get it to the inbox faster.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400\">Data hygiene<\/span><\/h2>\n<p><span style=\"font-weight: 400\">Your email marketing efforts are only as good as the data you have available. While flawless CRM data is unrealistic, you can work toward clean data that will drive your business and create more opportunities. Regular data cleansing results in higher email engagement, better deliverability, and ultimately, increased ROI.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Before you can put measures in place, you need to identify:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">What <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/four-types-of-data\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">types of data<\/span><\/a><span style=\"font-weight: 400\"> you have available<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">What additional information you need to collect<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">How your data is structured<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">What unnecessary details can be purged\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">It\u2019s best to start with the basics and work your way through. Before you can add any layers of sophistication to your email marketing strategy, you need to get <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-personalization-starts-with-data\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">your data in order<\/span><\/a><span style=\"font-weight: 400\"> to segment and personalize your messaging.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Keeping up with what works, and what doesn\u2019t, in email marketing can sometimes feel like trying to hit a moving target. However, by listening to what your subscribers want and finding the best way to meet their needs at every stage of the consumer journey, you\u2019ll position yourself for success and loyalty that will last long after your next email marketing campaign.\u00a0<\/span><\/p>\n\n\n\n\t<div id=\"simple-text-block-block_6262c893dcd94\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<div class=\"cta\">\n<table style=\"background-color: #f2f3f6\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px 10px 20px 20px\"><img decoding=\"async\" class=\"alignnone size-full wp-image-45348\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/02\/Getting-Started-with-BIMI.png\" alt=\"Front cover of Litmus' Getting Started with BIMI guide\" width=\"600\" height=\"535\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/02\/Getting-Started-with-BIMI.png 600w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/02\/Getting-Started-with-BIMI-300x268.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/td>\n<td class=\"block-2\" style=\"padding: 20px 20px 20px 10px\">\n<p class=\"zero\"><strong>Want to get BIMI up and running for your own emails?<\/strong><\/p>\n<p class=\"zero\">Check out our guide to getting started with BIMI up and running\u2014and start creating a better experience for your subscribers today.<\/p>\n<p class=\"zero\"><a class=\"btn medium orange button\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/getting-started-with-bimi\" target=\"_blank\" rel=\"noopener noreferrer\">Dive in<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Grow your business and subscriber loyalty with these 5 email marketing priorities.<\/p>\n","protected":false},"author":3,"featured_media":47072,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"blog_category":[118,53],"class_list":["post-4861","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","blog_category-stats","blog_category-tips-resources"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - 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