What Makes a Best-in-Class Email Marketer? These Six Things.

What’s good about being an email marketer and how do you go from good to great when you think your marketing program is over?

At Validity, we recently partnered with Demand Metric to survey email marketers to see what powerful email marketing programs are doing in a different way that sets them apart. We gathered the findings in our latest email marketing status report.

We find the following six areas of notable differences between top marketers and others.

  1. High-performing marketers have goals and objectives consistent with company initiatives

Many email marketers who report below-average performance have no goals or simply have the wrong goals – that is, goals that don’t align with the company’s goals.

Organizations often have revenue targets, but email marketers focus on things like communicating with customers and potential customers and brand awareness. These are the goals that any email marketer deserves, but in general, they focus more on open rates than they should buy.

Email marketers with revenue-related goals perform well above average when compared to email marketers who focus only on communication or have no goals.

So start by writing down 3 to 5 specific business issues your company is dealing with and write side by side on how marketing can impact.

  1. The best email marketers focus on the right tactics

According to our research, email marketers still consider email to be the main channel or one of the most important in their mix. And it is not because email marketing is not a challenge.

Email marketers reported that the top three challenges they face today are competing with other brands in the inbox, staffing and resource limitations, and avoiding spam. The three main tactics used to overcome these challenges were email personalization, direct mail list management, and subject line optimization.

The good news is that these and almost all of the reported tactics have led to an increase in open rates. There is even better news. Three tactics have also resulted in superior performance compared to other tactics: email customization, optimization of email delivery capacity, and A / B testing.

Why these tactics improve performance is simple: to see, your campaigns need to be sent to your inbox, and to stand out, subject lines need to be edited and A / B tested to ensure you’re using the most convertible subject line.

  1. They use the right technology for tactics

While any tactic mentioned in point 2 can be performed manually, the right technology can not only save time but also significantly improve performance.

For example, consider optimizing delivery capacity – email merchants can pre-run a campaign at some personal addresses to detect potential problems, but using inbox positioning technology, email merchants can do this to a great extent. scale. Scale with hundreds of mailbox providers and get results in minutes. In fact, marketers with above-average open rates are 29% more likely to use mailbox technology.

Other marketers also use technology to track things like reputation problems and blacklists. We can assume that by automating tracking and insights, marketers can fix the course faster and focus on a broader strategy than those who don’t use this technology.

  1. They invest in acquiring the skills and training

Our research found that above-average marketers also invest time and resources in acquiring new skills and training. The credit of your email marketing program also ensures that they don’t waste their investment.

Email marketing has been around for much longer than most other digital channels, so it’s no surprise that there are more opportunities to learn new skills and tactics to improve performance. But, by crediting or whitelisting your email program, email marketers also make sure they don’t waste their efforts and high performance.

E-mail accreditation programs are, in many ways, like whitelists, but the main difference is that a third party pre-checks the sender’s file and gives it a seal of approval that mailbox providers can trust. Mail and therefore your email ignores spam filters.

Somehow, it helps. On the one hand, it helps to overcome a major obstacle for email marketers: the ability to deliver. On the other hand, it allows marketers to save time by giving them the peace of mind that their emails are being sent to their inboxes.

  1. They understand their customers’ preferences

No one is going to say that marketers need to understand their customers. For email marketers, this also means understanding their preferences and habits about how they prefer email.

There were two surprising elements that above-average marketers saw and that correlated with higher open rates: how long do subscribers read an email and on what device (mobile, computer, tablet, etc.) do they read the email.

The time spent reading an email is a very strong indication of how engaged a subscriber is and provides insight into how engaged the email content is. And for many reasons, it’s important to understand which device they’re reading your email from, including understanding how to optimize the email’s content and what’s important to test your email ad before implementing it.

  1. They know and follow the competition

It is not uncommon to compare performance with someone’s past performance. But even if you don’t keep up with the performance and don’t compare yourself to the competition, it’s like running blindfolded. Sure, you can beat your old records, but running last won’t help.

The reality is that only 43% of marketers follow their competitors, sign up for their email programs or use third-party technologies, but those enjoy above-average public rates versus those who don’t.