Digital Marketing - Study Notes:
The Journey Of An Email
When you click Send on an email newsletter - a nervy moment for even the most seasoned marketer - what actually happens?
Well, your email service provider ¬– for instance MailChimp, HubSpot, Constant Contact or one of the many others out there - sends your newsletter to your list.
But maybe not your whole list – many ESPs have abuse prevention systems that predict whether an email address might be valid, or old and dormant. Also, smart marketers are increasingly segmenting their lists, sending targeted messages to sub-sections of their audience, for instance those who bought shoes recently, or those who spend more than $1,000 per month.
When your email lands in the inbox, its journey isn’t quite over. Email platforms such as Gmail and Outlook screen email for spam, or junk mail. They may also categorise it, sorting your email into a ‘Promotions’ folder, making it less likely to be read.
So it’s crucial to make your newsletters look very different to spam, and also to have a high-quality audience of people who genuinely want your newsletters, opening and clicking them to indicate to the platforms that they are of value.
Back to TopMaeve Kneafsey
Maeve Kneafsey is an international practitioner and speaker in marketing, digital transformation, ecommerce, and analytics. Starting with founding Ireland's first content strategy/digital marketing agency, she has over 20 years’ experience launching and building international digital-led businesses, from early concept to funding to growth.
Will Francis
Will Francis is a recognized authority in digital and social media, who has worked with some of the world’s most loved brands. He is the host and technical producer of the DMI podcast, Ahead of the Game and a lecturer and subject matter expert with the DMI. He appears in the media and at conferences whilst offering his own expert-led digital marketing courses where he shares his experience gained working within a social network, a global ad agency, and more recently his own digital agency.
Lorna Noone
Lorna Noone is an Email Marketing expert with a deep understanding of how to create effective email campaigns that drive results. She has worked at the award-winning agency Wolfgang Digital, as well as at Expedia and ASOS. Lorna has spoken at international digital marketing conferences, and brings a wealth of experience and expertise in email marketing strategy and execution.
