A Holistic Approach to Email Deliverability, From Acquisition to Analysis
Email marketing is still the #1 way to reach your core activists and donors — so long as your emails land in inboxes, rather than spam folders or promotions tabs!
Email deliverability (that is, inbox placement) relies on a spectrum of activity — from establishing trust at the point of subscription, to choosing the best sender, audience, content, and timing, to analyzing and optimizing performance.
This session will explain why a holistic approach to email deliverability — allying web, data, messaging, and advertising strategy — is crucial to achieving email performance goals. It will present best practices for email content, subject lines, senders, and audience segmentation; signup forms, advertisements, and other acquisition channels; data structures, tracking, and analysis that improve deliverability. These tips and tricks will be contextualized with real-world analogies that demystify deliverability algorithms and provide talking points for colleagues.
- Describe in layperson's terms how email clients filter messages into inboxes, tabs, or spam.
- Troubleshoot reasons why their email content is seeing low engagement or being sent to spam.
- Implement best practices for email deliverability and engagement.