Error rate
Error rate – this term is used in a variety of areas. But in this article we will talk about it only from the point of view of email marketing. In this case, this is an indicator that indicates the ratio of the number of errors in the email newsletter to the number of emails sent.
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Among the most common mistakes here are:
- Lack of personalization. Emails with highly personalized text and other content have a 26% higher open rate and a 14% higher CTR. It is recommended to take into account such personalization criteria as gender, age, location, interests and behavioral factors of subscribers.
- Ignorance about the sender's reputation. This is a very important parameter that directly affects the effectiveness of advertising mailings. The reputation of a sender is made up of factors such as hard/soft bounce (permanent and temporary errors sent from email providers), daily mailing volume, unsubscribe rate, etc.
- Lack of Double Opt-in. The option to double opt-in with confirmation significantly increases the delivery rate of emails – it is believed that 95% of emails without Double Opt-in end up in spam. It also helps to improve the quality of the subscriber base, because only real and interested subscribers confirm the subscription.
- Poor quality content. If the letters in your email newsletter are written unprofessionally and, moreover, with errors, their headers are ill-conceived, and pictures and other design elements look “crooked”, then no personalization or Double Opt-in will make such a mailing effective.
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