1- High quality lists only

This refers not only to the database origin (it is recommended that it is done through a clean and clear opt in form, that can be either online or offline) where the subscriber shows his willingness to receive email communications, but also to the continous careful strategy that must be applied to them.

It is important to create awareness about the big picture positives for the company. It is worthless to have a bigger database if the unengaged group ratio just keeps on growing. Many marketers still try to make the unsubscribe process hard for their own clients, asking again if they are sure that they do not want to receive any more emails, when it should really be a single click easy process.

Keeping a disinterested user in the recipients list will not only lower overall engagement rates, thus possibly producing a deliverability problem, but will also create the risk of a “spamtrap hit”, that dangerous ISP induced trap was conceived with the objective of detecting marketers that do not apply proper hygiene methods to their lists.

This shows that the philosophy of “Letting Go” is not only good for self help books, but can also lead us through the correct path for sustainable digital development.

2- Responsive and interactive design

HTML must be adaptable to every device, so it does not become a potential headache for the “mobile” generation. Taking into account that mobile open rate is more than half of the total opens, it is impossible to develop a digital strategy without focusing in this rising segment.

Moreover, call-to-actions must be easily visible and avoid the annoying “scroll down”, even more so when 75% of recipients take only between 2 and 8 seconds to read an email.

3- Relevancy

The possibility of segmenting a list in different groups based on the subscribers’ demographics (city, country, gender or credit card) and interactions (X months of inactivity, date when they opted in, abandoned cart or anniversary of last purchase), must be taken advantage of in order to establish a relevant and high quality communication with the client.

Through the years, the attributes-based segments that achieve the best results are the ones that have filtered the interest (for Ecommerces, it is important to know if the customer is looking for a refrigerator or a TV) and frequency (daily, weekly or monthly emails).

Content plays a key role here, as it needs to be super specific (either through multiple campaigns or via dynamic content) so that it will only be received by the recipients who were interested in that matter beforehand or looking forward to it, which will create an enjoyable connection for the client.

Relevancy does not necessarily means decreasing the sending volume. Rather, its goal is to manage it smartly. Taking a customer centric approach and truly respecting their choices will generate a more effective and lasting relationship.