| In spite of the proliferation of social media, email is set to remain the preferred communication channel for reaching customers over the coming years. By 2022, the total number of dropship beauty products business and consumer emails sent and received each day is expected to reach beyond 333 billion – a significant increase from the 281 billion emails sent and received each day last year.
The importance of email
Asia Pacific, which currently accounts for 50% of email users globally, is expected to see a further increase in its email user penetration rate in 2019 - leading ever more Asia Pacific companies to bank on email marketing as a means of driving customer engagement through personalised messages. Fully realising the benefits of email, however, entails having an established email marketing strategy in place. This will allow enterprises to avoid pitfalls that may damage their companies’ reputations.
In marketing campaigns, there is a clear correlation between smaller reach and a loss of revenue. Beyond financial loss, marketers also run the risk of having their emails landing in customers’ spam folders and unwanted emails sent to contacts if they are unable to manage their email marketing campaigns effectively.
Both nowadays and in coming years, the success of email marketing initiatives will require more than mere creativity. Reputation management, compliance with regulations and high deliverability play an increasingly vital role in powering today’s email campaigns.
Email deliverability and reputation management
Email deliverability provides deep insight into the quality of companies’ distribution lists. Unfortunately, this is a key bottleneck facing professional marketers across Asia Pacific on a daily basis. Most are not even aware that 20% of emails sent do not reach their intended recipients, automatically assuming that emails that haven’t bounced back have successfully landed in their subscribers’ respective inboxes.
Marketers with higher sending volumes actually face the risk of gaining a negative reputation – resulting in important campaigns having low delivery rates and preventing them from achieving campaign goals.
More than ever, organisations across Asia Pacific need to ensure that they are able to keep the delivery rate consistently high through effective handling of bounced emails. In fact, modern global suppression solutions nowadays automatically remove email addresses to which delivery is no longer possible from the distribution list.
Reinforcing trust through strategic email marketing tactics
The timing of and frequency in sending email campaigns actually play an important role in maintaining a good sender reputation. As marketers flooding recipients with several different emails within just a few hours face a high risk of having their emails rejected, it is advisable for companies in the region to implement levels of prioritisation when carrying out email campaigns. Marketers should likewise send important emails at different times to those of less important email campaigns.
To avoid having their sender addresses placed on blacklists and receiving negative email sender scores, marketers definitely need to invest in an effective email management platform to achieve optimal inbox placement as they conduct their email marketing campaigns in 2019. However, having a platform is not enough; marketers themselves should observe certain guidelines to ensure optimal success in their email marketing campaigns.
One way to help maintain a good sender score is to include an unsubscribe function in each newsletter, allowing recipients to opt out of receiving newsletters. This is especially important in the light of regulations such as the European Union’s (EU) Global Data Protection Regulation (GDPR) and the Personal Data Protection Act (PDPA), which have a direct impact on email marketing outreach.
With the GDPR coming into effect earlier this year, companies in Asia dealing with EU clients need to ensure that their subscribers’ data is protected. As such, an explicit opportunity to opt-in as well as a readily accessible and visible option to unsubscribe from mailing lists is now more a necessity than a mere accessory. Beyond regulatory compliance, allowing customers to quickly and freely remove their respective email addresses from the email newsletter distribution list reduces the possibility of customers reporting emails as spam, in turn preventing the sender’s name from being registered on customers’ respective blacklists.
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