Email Marketing in 2020
Hello!
First of all I thank you for your attention and also hoping that we touch 5 key points of successful email marketing in 2020.
Well this sounds a bit challenging for them who wants to walk this road but don't worry this guide is essentially designed to help marketers so they could reach their destination in a shorter time period.
This guide is only for email marketers who are already into email marketing and wants to understand the practical knowledge.
Before You Start:
You have to go through a checklist first, as its easy, quick and effective way to understand the requirement of the company you are working for.
1 Explanation: As per General Data Protection Regulations GDPR you can only send newsletters to the people who have subscribed to your newsletters. Which means your subscribers should've subscribed to your list at your website or it could be a one field in blog page. As few companies are using lead generation forms for collecting Opt-in data in an organized manner directly into their CRM.
If a user haven't subscribed to your list, sending them emails or using such data could lead you or your business to a trouble and such practices are considered unethical. Which also means that you cannot use a list you've bought, or gotten from any source.
If you cannot prove that your subscribers are opt-in you will always face issues with your newsletters.
2 Explanation: If you have opt-in data or authentic subscribers in form of a list - it's always better to get that list validated before launching any email campaign. It's is essential to validate the list in order to control email bounces which directly affects your domain reputation, sending reputation and IP reputation [if you are using one].
Lists which are not validated yet but if you will send them a campaign there are chances that all emails may get delivered but only when if you have double opt-in data. Single opt-in data could be wrong as sometimes users just fill out the attributes with wrong information and if you will try to send them news letters at that email it will cause bounce.
For better reputation always try to send out emails to A+ emails only.
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3 Explanation: Selection of email sending platform is an important decision and there are plenty of email relay service providers with whom you can sign up an account which is first step but before we get into it, I feel obliged to mention that this option is very diversified and each professional could recommend a different method, platform, and tech however it depends upon user requirements and one can choose accordingly.
If your sending volumes are less than 100,000 emails a month it's always better to use small packages. But if your sending volumes are higher that 100,000 you should go for SMTP Relay Service + Dedicated IP.
After buying these two items from your SMTP service provider you have to add DKIM, SPF, DMARC records which will be provided by your SMTP service provider and you have to add them into DNS settings of relevant domain at Cpanel.
If they are configured correctly, you will be able to verify them instantly or either it could take 1 to 10 minutes to be updated. This means your domain and SMTP configuration settings are done and after 48 hours you can start sending small volumes if you are using dedicated IP. and if you aren't using IP then you can always see the your sending limits within your SMTP user account you'll have.
Sending emails before 48 hours of probogation can highly damage your IP or could ruin its reputation completely. It always worth waiting 48 hours for better deliverability.
4 Explanation: In 2020, none of SMTP service provider will allow you to send the emails by using a domain which isn't having a proper website. As per standards, for email marketing and SEO the website has to been at least 6 months old otherwise SMTP Service Provider will not approve your SMTP account in the first place and you won't be able to configure your domain with SMTP if you don't have a proper website..
Normally a website having minimum 5 pages, regular traffic, and history could be approved easily while the ones who fail to meet this standard might not get their SMTP account approved and validated. Therefore a good website is a must for email marketing.
5 Explanation: As per regulations, its mandatory for senders to mention the right subject [which gives right hint about email body] and unsubscribe url into their newsletters as sending promotional emails without unsubscribe url in it, is a violation of GDPR.
Every SMTP service provider offers these features with their service. User can easily make traffic unsubscribe at a url provided by SMTP Service Provider and can easily manage his/her suppression list. So the people who have unsubscribed shall not hear from you over an email again.
I hope that this writing will help those who have questions about email marketing and wants to be aware of challenges they might face in 2020 with email marketing, as world is changing and so business practices.
Please let me know about your questions regarding email marketing, if you have any so I could write an article about them too.
With gratitude,
Sohail Malik