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In this section, we're going to talk about minimizing bounces and unsubscribes through relevant content. We've spoken about this briefly before, but it's worth reiterating again.
Next, we'll talk about monitoring for bounces and unsubscribes. After every email campaign, it's important to monitor the metrics and how the email actually performed, your clicks, your opens, your complaints, and your conversions.
The good metrics and the bad metrics as we've spoken of before. Compare the result to previous campaigns as this may show if there was a problem. Review campaign open and click dips and understand what actually impacts the campaign conversion. It's also helpful instead of looking at one single email send compared to the next email send, to look at it over a time period.
What happened in this three months of blog emails compared to this three months of blog emails? You may identify the larger trends that are really affecting conversions. So, as well as that, if the content of your email wasn't relevant, it may have caused users to unsubscribe. Make sure this is the fact.
Go in, read that email, compare the subject line to preview text to the content. Did you, either accidentally or deliberately mislead? And then finally, monitor for deliverability issues, including bounces.
A preference center is a more advanced unsubscribe page. When a user clicks unsubscribe, instead of instantly removing them from all of your email lists, you can provide a way for them to change the types of emails they receive and how often.
Here's an example from HubSpot. When you click unsubscribe, you are brought to this page where you select or deselect the type of emails you want to receive and also the frequency at which you would like to receive them. It does require a little more effort to maintain, but it is great to have more nuanced options for people not to have just an all or nothing opt-in from you.Back to Top
Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.
Inbound marketing manager @ Poppulo
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ABOUT THIS DIGITAL MARKETING MODULE
This module begins with the fundamentals of email marketing and how the concepts of segmentation, personalization, timing, engagement, and the legislation and regulations surrounding data protection underpin an effective email marketing strategy. The module introduces key email marketing tools and techniques and explores subscriber list and email design best practices. It covers how to create, test, and optimize an email campaign that maximizes email open and click rates and provides an overview of the value provided by marketing automation tools.
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