The Smart Way to Send Bulk Retargeting Emails Without Spamming Your Audience
Bulk retargeting is an increasingly important part of any email marketing strategy, allowing you to re-engage with visitors and draw them back to your website.
However, in today’s digital landscape, consumers are flooded with more marketing messages than ever. This is why it’s so important to do bulk retargeting correctly and ensure that your messages stand out from your competitors.
We’re looking at smarter ways to send bulk re-targeting emails - without falling victim to the dreaded spam filter.
Why do bulk emails go to spam?
There’s nothing more frustrating than spending time and effort sending bulk retargeting emails, only for them to go into a spam folder. Unfortunately, though it can happen to the best of us.
Some of the main reasons emails can be flagged as spam include:
- Your recipients are deleting your email before opening it or even marking it as spam themselves.
- You don’t have a clear unsubscribe link within your emails.
- Your email design features too many images and URLs.
- Your subject lines are misleading and include keywords that trigger spam filters.
- You’re sending too many emails.
Seven ways to send bulk retargeting emails the right way
- Craft a clear subject line
Starting with the basics, it’s vital that your subject line is clear and concise - avoiding the use of any spam-triggering keywords.
A subject line is the first thing that your recipient will see before deciding to open your email. So, understandably, you want to stand out. However, if it’s too vague or seems too good to be true, it could end up being flagged as spam.
- Make it easy for recipients to unsubscribe
This might seem counterintuitive, but it’s not. While nobody wants to lose valuable customer data, users need to be able to unsubscribe should they want to. It’s also a GDPR requirement to include an easy way to unsubscribe from your email communications.
If it’s not clear, your emails could be marked as spam, or it could lead to the sender blocking future emails from you. This can then negatively impact your sender reputation and increase the risk of lost revenue opportunities.
- Consider a double opt-in
While your opt-in rates might be high, you might notice that recipients are not engaging with your emails. This is where a double opt-in can help.
Double opt-in is a two-step process to ensure that you have explicit consent. After a user initially confirms their consent on your website, a follow-up email is then sent to verify this. In doing so, you are only sending to people who are actively interested in your products or services.
This, in turn, will reduce the likelihood of your emails being flagged as spam and improve your sender reputation.
- Optimise your email design
Your email design ultimately drives the perception of your brand to users. If it's poor or unoptimised, it can lead to an unprofessional image or being considered as spam. That's why it's so important to get it right.
Images play a big role in your email design to enhance the user experience, but it’s important to balance them with the right amount of text.
We would recommend always:
- Adding ALT text to your images so that the mail providers understand what your images are
- Compressing images for a faster load time
- Optimising images for a mobile-first design
- Don’t overcommunicate with your email database
The golden rule of how not to spam your audience is by not overcommunicating with them.
While retargeting emails are designed to lure back potential customers, it’s important not to send too many, as it could do the opposite. This can ultimately come across as spam and negatively impact your sender reputation.
Once this happens, you could end up seeing your emails being blacklisted. If you are sending cart abandonment emails, consider sending them in cycles.
For example, if a customer abandons their cart, give them a gentle nudge immediately after. Then send a follow-up email a few days later to avoid coming across as pushy.
However, through testing, you can establish the best frequency for your emails and monitor key metrics, including:
- Open rate
- Click-through rate
- Conversion rate
- Implement email segmentation
Segmentation is an effective way to make sure the right message is delivered to the right person.
Current consumers are inundated with emails each day, and if it’s not relevant to them, there’s a high chance of them unsubscribing. But a high email unsubscribe rate can signal to email service providers that your emails are spam.
You can increase your engagement rates by segmenting your audience based on behaviour, interests, or demographics. This will ultimately help you maintain your precious email database, which you’ve undoubtedly worked so hard to build.
- Personalise your emails
According to Shopify, 80% of marketing professionals agree that personalisation enhances email performance. Whether that’s a tailored subject line or dynamic content, personalisation proves that one size doesn’t fit all.
It’s important to harness the power of customer data as part of your email marketing strategy. This will allow you to successfully personalise your emails and maximise engagement.
Struggling to build your database? At SaleCycle, we utilise identity resolution to help you capture more data.
This allows you to build a complete customer profile of your website visitors (even the incognito ones).
By following these easy tips, you can send bulk emails in confidence, without the worry of being flagged as spam.
Need some extra help? At SaleCycle, we make sending bulk retargeting emails easy with our Re-engage module.
With our abandonment limit configuration, you can easily drive website visitors back to complete their purchase with browse and basket abandonment emails. You can also limit the number of messages users receive.
Get in touch with us today to find out more.
Sources
https://www.shopify.com/uk/blog/email-marketing-statistics
