Emails Killing Sales?
🚀 Are too many emails making it difficult to stay out of the spam box and keep selling, this is your one-stop guide.
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In this newsletter, you’ll find:
✉️ More Emails Are Killing Your Sales
🎯 Google’s New Tools to Help Retailers Navigate the Holiday Rush
🔄 Walmart Enhances Marketplace with New Features and Strategies
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EMAILS
✉️ More Emails Are Killing Your Sales
Increasing your email volume might seem like a quick fix for boosting sales, but it can do more harm than good. For many DTC brands, the problem isn’t that they’re not sending enough emails—it’s that they’re not sending them correctly.
Here’s what we often find during our audits:
Improper Segmentation
Incomplete Inclusion Segments: Many brands don’t fully utilize their lists because their inclusion segments are incomplete.
Missing Exclusion Segments: This leads to emails being sent to uninterested or inactive recipients, which can hurt your deliverability.
Poor Sending Practices
Incomplete Sending Infrastructure: Without a solid infrastructure, your emails might not be reaching your audience effectively.
Poor Deliverability: This often stems from the issues above, and it means fewer of your emails are landing in inboxes.
If these problems sound familiar, simply sending more emails won’t help. It could make things worse:
Your Deliverability Will Suffer: More emails sent without proper segmentation and practices will likely lead to more of your messages ending up in spam folders.
Revenue Per Send Will Drop: As fewer emails reach their intended recipients, the revenue you generate from each send will decrease.
You Might Lose Faith in Email Marketing: After a few months of declining performance, you might conclude that “email marketing doesn’t work for us.”
Before you increase your email volume, focus on getting your current strategy right. Here’s a checklist to help you improve your segmentation and sending practices:
Exclude recipients who have marked your emails as spam: This helps protect your sender's reputation.
Create and exclude spam trap segments: Avoid sending emails to addresses that could harm your deliverability.
Ensure your ‘From’ name and email address match: Consistency builds trust with your audience.
Review and avoid using spam trigger words: Certain words can flag your emails as spam, reducing their chances of being seen.
Include a clear unsubscribe link and preference options in your footer: This gives recipients control and reduces spam complaints.