EasySendy Pro is an online email marketing solution which is used by businesses to reach their subscribers through email. One can register, launch instantly and connect with multiple SMTP relay servers of their choice to deliver large volume email campaigns simultaneously. One can check reports, track email clicks, opens of each email campaign and based on the report, plan for re-engagement email campaigns. It also has a smart autoresponder and intelligent email list segmentation.
In this blog post, I will write about the top reasons why businesses are using EasySendy Pro.
Automate email list segmentation based on subscriber actions
It is crucial to know the behavior and interest of each email subscriber to send personalized email campaigns. Using advanced email list segmentation feature, businesses can group subscribers based on their interest among various email categories/segments. To prepared highly targeted email segments, one can track email clicks and develop segments based on them.
How email open and link click tracking works in email?
With every email sent in a marketing campaign, there is a tiny graphics (1 pixel by 1-pixel clear picture) attached to the email body. Whenever the email body is loaded (while opening the email), the graphics too is downloaded, which marks the email open action as true. With every download of the graphics in the email body, the email open counter is increased by one. In case the graphics are not downloaded because of whatsoever reason, the email open counter will not be increased by one and the email will be marked as unopened.
Yes, can also check blog post on how to calculate email open rate.
Every email sent in a marketing campaign will have some links in their email body, to redirect the subscriber to some relevant websites. Whenever any of the links is clicked, and the subscriber is redirected to a destination link, the email will be marked as “clicked” or “link opened”. In case the website is unable to load, even though the email link was clicked, the click will not be registered as “clicked” or “link opened”.
- Subscriber list upgrade/downgrade based on email opens:
This feature enables the email marketer to upgrade or downgrade his subscriber’s list based on the emails that are opened (or not opened) by the subscriber email. The email marketer can choose to copy automatically or move an email to another list that has been opened (or not opened) by the subscribers.
As an example, this feature enables the email marketer to prepare a new list of “active” email addresses out of the original email list which has been opened by the subscribers so that those “active” subscribers can be further engaged effectively if required.
- Subscriber segmentation by custom tags based on email opens:
This feature enables the email marketer to segment further their subscriber’s list based on the emails that are opened (or not opened) by the subscribers. The email marketer should choose to create a custom field tag in the email list and has the option to update the field tags with specific values in case the emails have been opened (or not opened) by the target list of subscriber.
As an example, if an e-commerce business is using EasySendy Pro, this feature enables the email marketer to segment subscribers across different brands, product category, gender and age, based on the email open activity. These segmented emails can be further engaged with targeted emails if required.
- Subscriber list upgrade/downgrade based on link clicks:
This feature enables the email marketer to upgrade or downgrade his subscriber’s list based on the links that have been clicked in the email body by the subscribers. The email marketer can choose to copy or move to another list such emails from which the subscribers have clicked a link.
As an example, this feature enables the email marketer to prepare a new list of “interested” email addresses out of the original email list from which a link have been clicked by the subscribers so that those “interested” subscribers can be further engaged, if required.
- Subscriber segmentation by custom field based on link clicks:
This feature enables the email marketer to segment further his subscriber’s list based on the emails from which the subscribers have clicked a link. The email marketer can choose to create a custom field tag in the email list and has the option to update the field with specific values in case the subscribers have clicked a link from the email body.
As an example, if a hyperlocal food delivery business is using EasySendy Pro, this feature enables the email marketer to segment subscribers, across different cuisines and age, based on the links clicked from the email body. These segmented subscribers can be further engaged with targeted emails if required.
- Automate email list segmentation
This feature enables the email marketer to generate automatically a new segment inside the existing email list, where they can pre-define the email list segment based on different conditions. Later on, the email marketer can use this pre-defined, automatically updating email segment to send email campaigns at once.
Subscriber behavior based segment preparation and sending relevant email campaign improves email open rate 15x times.
For example, if an e-commerce business is using EasySendy Pro, this feature enables the email marketer to pre-define segment conditions, like subscribers interested in product category “shoes” and gender is “female”. Later on, the marketer can send email campaign of shoes targeting women instantly to the segment.
- Re-engagement campaigns – Send emails to unopened subscribers
In EasySendy Pro, there’s a feature using which you can send emails to subscribers who have either opened your previous email campaign as well as those who have not opened your email campaign.
Campaign re-engagement feature drastically increase your email open rate by up to 150%.
This feature allows you to give your subscribers a nudge so that they are reminded of your new email and thus increases the chances that the emails will be opened. This re-engagement feature can be added to your email campaign process while creating an email campaign.
Drastically improve email delivery and open rate
For high email delivery and open rate, emailing infrastructure plays a great role. Correct incorporation of technology and proper implementation improves email inbox delivery and open rate drastically.
EasySendy Pro facilitates businesses to get to use following email marketing best practices.
- Micro-Delivery of Emails
Micro-Deliverability is a relatively new concept in the email marketing domain. It involves drilling down into deliverability by domains, or ISPs or SMTP Relay servers and then segmenting the email list or campaigns based on the results to get best deliverability and performance for the marketing campaigns.
The best SMTP relay service providers have the overall deliverability rates of above 96%, but these deliverability rates keep on fluctuating based on ISPs as well as time. By carefully tracking these fluctuations of deliverability trends based on ISPs and time, one can route their emails for different segments using SMTP delivery servers that deliver the best performance for that particular part. Thus, using more than one email delivery system (Hybrid System) can significantly enhance your email marketing performance.
To support Micro-Deliverability in Emails; currently, EasySendy Pro allows integration with SMTP relay gateways like Amazon SES, Mandrill, SendGrid, SparkPost, LeaderSend, ElasticMail and MailGun. Micro-deliverability of the email through multiple SMTP gateways provide high email open rate.
You can check our post on email micro-delivery.
- Email relay server optimization
When an ISP (Internet Service Provider) notices a sudden outflow of emails to a great volume from an IP Address, which was not sending emails earlier and was dormant, they immediately begin monitoring the emails from that IP Address, assuming them to be spam messages. IP warming is a term used to describe the process of starting with a low email volume initially and then slowly to build up the email volume over time. The goal of IP warming is to create the reputation with the ISPs as a genuine and legitimate email sender. This is the recommended process for new customers with a new dedicated IP Address. Starting slowly also gives time to debug and resolve any reputation related issue which can impact the sender’s email sending reputation of the IP Address in the long run.
It is recommended to start the warming process with a low email volume and slowly keep on increasing the email volume.
Normally, the warm up period is between 6 to 8 weeks. It is best to divide your peak volumes by 8 and keep on increasing your email volume by 1/8 of the peak volume every week for the next 8 weeks.
Proper warm up process builds real email sending reputation through SMTP relay providers and this again help in proper optimization of email delivery.
- Add Proper SPF and DKIM records
An SPF (Sender Policy Framework) record is published by the domain owner, stating which email servers (IP Addresses) are authorized to send an email for the specific domain name. The recipient email server verifies the sender address with the information published by the domain name owner to make sure that the email is coming from the authorized servers. Only when the details match, the emails will be delivered. If your domain name has correct SPF record, you can be sure that an unauthorized entity is unable to send emails on behalf of your domain name.
A DKIM (Domain Keys Identified Mail) record adds a digital signature to your outbound email headers. It uses a private domain key to encrypt your outgoing email header and adding a public version of the key in the domain’s DNS records. The recipient email server can retrieve the public keys and can decrypt the received email’s header and can make sure that the email sent from the particular domain has not been changed on its way. The digital signatures are invisible to the end users and are verified by the servers rather than the email senders or receivers.
On EasySendy Pro, business needs to add required SPF and DKIM records on their domain name according to their delivery server choice and rules. Also, both should be verified properly, so that high email delivery rates could be achieved.
- Add tracking domain
The link through which “email open” and “link click” tracking happens are enabled by default to use either “app.easysendy.com” or “tracking.esendy.com” domain names. These two tracking domains are shared across EasySendy Pro customers. You can further improve your inbox delivery and build your unique email sending reputation by adding a new tracking domain of your own which should also have proper SPF and DKIM enabled.
For example, if you are having a business website located at “abc.com” domain name, then you can use email address of the format “firstname.lastname@example.org” to be used for your email address, add tracking domain “tracking.abc.com” and update DKIM and SPF records on domain name “abc.com” and “tracking.abc.com” Accordingly, to achieve the best email delivery rates.
You can check our post on the importance of using custom domain.
Optimize email marketing budget with use of hybrid technologies
Use optimal email relay servers, increase the RoI for your business
Use the most efficient email relay servers (based on the micro-deliverability aspect) out of the many SMTP servers at your disposal and enhance your email deliverability rates, thus increasing the overall RoI for your email marketing.
- Pay only for sent emails
According to your email campaign requirement, EasySendy Pro helps you optimize your email marketing budget. Choose a payment plan that is specially customized for your business type and pay only for the emails that you send each month through the SMTP relay services.
- Send email campaigns to targeted set of subscribers
Using “Automated Email List Segmentation” feature, send customized emails to your targeted subscribers and enjoy better Email Open Rates as well as Email Click Rates for your marketing email campaigns. This again helps you maximize your email marketing RoI.