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Undeliverable emails have a significant impact on profitability

E-mail marketing, which has never lost its importance in the marketing world, shows its real performance with decent accessibility rates. Oğuz Küçükbarak, CEO of SmartMessage, which has been serving organizations with large masses in e-mail marketing for nearly 20 years, says: “Brands that attach importance to accessibility performance in e-mail campaigns significantly improve their success and profitability degrees.”

E-mail, which has been a part of our lives for many years, represents a very important communication and campaign channel for institutions. Especially with the development of the digital world, new channels are meeting with users, but the prevalence of e-mail continues to increase. According to Statista, the level of global revenue generated by email channels will continue to rise and will reach $17.9 billion by 2027. The key to success in the channel preferred by 82% of global marketing professionals is that e-mails reach the relevant addresses.

Regarding the subject, Oğuz Küçükbarak said, “In e-mail marketing, you have the advantage of communicating directly with your audience compared to other channels. But to fully utilize this advantage, e-mails reach users without any problems. Many factors come into play here, from the list hygiene of the sending institutions, to the content-design features and the quality of the e-mail delivery service they receive. We observe in our studies published for many years that the issue of accessibility is much more important than previously thought in the success of e-mail campaigns.

One out of every six emails doesn’t end up in the inbox

According to Validity, one of the world’s leading authorities on e-mail accessibility, one out of every six e-mails does not arrive in users’ inboxes. Underlining that there is a technical difference between “sending” and “delivering”, as well as conceptually, Oğuz Küçükbarak said, “When e-mail deliverability rules are not followed, a certain part of the target audience can be reached, which in turn reduces the rate of return in campaigns. According to various sources, not being able to land in users’ inboxes seriously affects potential earnings in a channel where one dollar investment in the world provides 36 to 40 dollars return.

Email availability success requires sustained effort

Oğuz Küçükbarak, CEO of SmartMessage, which serves large masses and institutions in e-mail marketing, especially banks and insurance institutions, summarizes performance-enhancing tips on e-mail reach as follows: The selection of the service provider is very important. In addition to a preference that is experienced in its field, has a solid technical infrastructure and has a high IP address, important duties fall on the sending institution. High accessibility rates can be achieved by paying attention to fine details, from the correct management of the lists, to the use of the subject section of the e-mails, from the balance of the visual text in the content to the added messages. In this regard, we have to underline the sustainable follow-up and corrections. The basis of accessibility success is continuity rather than a one-time move. Continuous monitoring of the metrics on the subject and making moves to the points to be improved brings stability. The topics to be avoided in this regard are; We can summarize it as using unauthorized and unspecified lists, receiving delivery service from a company whose reliability has not been proven, not paying attention to list cleaning, making irregular shipments, sending e-mails without special authentication, choosing free domain addresses in bulk mailing, and making membership opt-out difficult.”

Source: (BYZHA) – Beyaz News Agency


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