Get the explicit opt-in
Your guest WiFi portal and online web forms are your best tools for ensuring your customers have opted-in. When signing up through your guest WiFi, or a sign-up form on your website, your customers are giving express consent to join your email list.
Purchasing lists from other sources may sound like an attractive way to boost your customer database.However, customers who have not signed up for your list are likely to hurt your sending reputation with email providers as those customers flag your emails as unwanted spam.
Note: Zenreach prohibits importing third-party lists into your account. All contacts should be collected by you, using a consent method that gains their permission to email them.
Create valuable content
Your customers are likely to be social media-loving, review-checking, bargain-hunting experts. That’s why it’s important to develop content that will keep them coming back for more. Zenreach offers a variety of templates easy to customize with your own images and content. You’ll want to use a combination of images and text, as image-only emails can trigger spam filters. Keep your most important content near the top of the email, punctuate your message with an appropriate image or GIF, and include a call to action like an offer or hyper-linked button.
Use clear and concise subject lines
Your subject lines and text previews are the first things your customer sees in their inbox. Take a look at some of your recent blasts. Based on the subject line, would you open that email? Subject lines should be clear, concise, and attention-grabbing. If you’re including an offer in the email, mention it in the subject line, but don’t spill all the details. You want them to open the email and find out.
It’s best to avoid using certain elements like non-numeric characters, irregular punctuation, random spacing, and all-capitalized words. These are telltale signs of advertising and have a higher risk of being caught by a spam filter. Savvy customers may delete these types of messages without opening them. Keep your subject lines simple and straightforward for best results.
Want to include emojis? Sure! But keep it to one or two, emoji use has the same rules as punctuation.
Target your email campaigns
It may seem like a good idea to reach out to everyone in your database, but our customers see the best open rates when they use our demographic and visit behavior-targeting features. You’ve probably noticed that your Tuesday Night Pub Trivia crowd is quite different from your Sunday Brunch crowd. This is why Zenreach makes it easy for you to filter your audience when you send out a message blast.
Sort by characteristics like gender, age, customer type (i.e., new, repeat, loyal, or lost) and day and time of visit to reach the appropriate crowd or even select customers who share a common label that you’ve assigned. (Click here for more information about our automatic label scheduling feature.)
Find the right sending patterns
Sending random, poorly timed emails may result in your customers deleting them without opening, which is another behavior that drives up spam flagging. According to a number of email marketing studies, peak-send days are typically Tuesday, Wednesday, and Thursday. Peak- send times of day are 10:00 AM, after 8:00 PM, 2:00 PM, and 6:00 AM. A/B test your send times and find the right cadence for your audience.
Make it easy to unsubscribe
This may seem counterintuitive, but users who can't easily unsubscribe from your list, often flag messages as spam. If you get enough spam flags, email providers will notice, and your messages will be redirected accordingly. Make sure that the unsubscribe link at the bottom of your email is displayed in a color that is easy to read.
You might also consider adding a border around the footer text to draw attention to this section. Adding a message within the body of the email that says something like, “Not interested in receiving exclusive offers and updates from us? No problem. Click the unsubscribe option below” can also be helpful.
Erratic sending patterns are another spam indicator, so once you’ve settled on a schedule, stick to it. There is no one-size-fits-all answer to how often you should send emails because demographics and expectations of your customers vary. The best thing that you can do is let your customers decide what kind of content they would like to receive from you.
Redirecting your customers to web widgets that will assign a specific label to them is a great way to segment your list and ensure that they are only receiving messages that are relevant to their interests. Not sure how to do this in your Zenreach account? Contact one of our support representatives or your account manager and they’ll happily walk you through it.
Stay on top of your metrics
Every business’ customer demographic is slightly different, so it stands to reason that you will need to tailor your marketing approach. Regularly logging in to your dashboard and monitoring the metrics related to each message you send out is paramount to your success with Zenreach.
Optimize your open and click-through rates, but pay even closer attention to your Walk-Through Rate™.This will tell you who actually comes back through your door within seven days of receiving your email. Implementing changes to your content, targeting and timing based on the data that we provide will help you hit on a formula that yields the results you want.
Keep your subscriber list clean
At a glance, your contact list may be impressive, but how many of these folks are actually opening your messages? More is not always better in email marketing. Low customer engagement also hurts your reputation with email providers.
Zenreach's Sunset Service, an email industry best practice, takes care of keeping your list full of engaged subscribers. Disengaged subscribers, those who haven't clicked or opened your emails, will be automatically sent a re-engagement email to pique their interest and confirm they want to remain subscribed. If they do not open that message, we'll flag them as disengaged and stop sending future mail to them in order to protect your deliverability and respect their wishes.