Unlocking Success: Your Guide to Email Marketing Excellence

It is not officially winter, but it is getting cold, so I want to go over Email Marketing and Newsletters while you sip your coffee, tea or protein shake. 

A Love and Hate relationship that is so rewarding and frustrating at times. But why is it frustrating? You can have an open percentage of 10% and convert 1 or 2 new leads or have an open rate of 50% and not convert.

I have small projects that target 200 users, newsletters, a sales pipeline, etc, and customers that send 40 million daily messages. Yes, 40Mn. Per day, Email Marketing is for everyone and all the business. If you open your browser and Google the word NewsLetters, you have very small but accurate descriptions that, for me, are spot on;

“Newsletters are one of the most powerful digital marketing tools at your disposal…” they are also affordable. 

Newsletters are one of the oldest forms of Digital Marketing. I’m sure you remember the hundreds of emails in your spam folder or inbox before email providers learned to stop the influx of unwanted emails. During the late 90s and early 2000s, we would get emails for everything, the ones we wanted and the ones we didn’t like until… We didn’t… So what change? So much, but not a lot.

What change?

• Compliance and Regulators

Compliance and Regulars work very hard to stop unwanted emails. They created a set of rules and guidelines for Newsletters, such as Opt-Ins and Dual-Options, but it continues; they’re constantly fine-tuning to ensure that GDPR and CCPA are not just a bunch of letters together but have a meaning.

• Making it illegal to Purchase lists or Share Lists

It still happens, but the consequences are massive, not only for your domain reputation but also for the sender. Leading to hefty fines by regulators.

• Unsubscribes

If you want your newsletter delivered, ensure your unsubscribe is visible and accessible. Above all, respect the people who unsubscribe.

• Main Stream ESP

Email service providers, engines that allow email to flow, are also the first line of defence to protect the end users. We have ESP that are as easy as a drag and drop; you have ESPs that are more complex. But ESP provides all the data, opens, clicks, conversion rate, Unsubscribes, click Maps, etc.

• Email Providers

Email providers adapted and created algorithms to understand end user’s behaviours.

You may have read all of that, and you’re now wondering. Thank you for the didactic moment, Edgar, but…

That is a correct way of putting it, but how is your NewsLetter game? Newsletters are not only about selling and promoting but also about information, connecting with your customers, reaching out to the community, creating engagement and sharing news. What I have learned is that your brand is everything. Without a brand, no business will survive. So, at Noctilucent Project, we can help you create a tailor-made newsletter with dedicated creative assets and help you spread your brand. We will make you look good and safe, following compliance guidelines and increasing your open and conversion rates.