Email Marketing: 5 preparations to replace a new platform

In September 2014, Webpower released a new e-mail marketing platform V10 version, and many marketers consulted about this email marketing platform with leading technology and convenient experience. It also raises the question to webpower email marketing technology and strategy experts: if they plan to switch to a new e-mail marketing platform, what are the factors that need to be considered and taken into account to ensure a smooth and smooth change of email marketing platform? How to prepare for the effect of the new platform?

There are many small and medium-sized enterprises in the development of business, the company's customer contact mailing list is also growing, but with the increasing number of customer communications, the existing mail marketing platform has been unable to meet the sending volume and delivery strategy requirements, in the operational process is also cumbersome. For a more convenient, more powerful mail marketing platform, find a more capable, more professional email marketing service provider (ESP), is undoubtedly the fastest solution to this problem, but also the most fundamental method.

Every marketer is aware of the positive changes that can be made to the company if it is able to use a highly efficient new technology email marketing platform, as e-mail is an important channel for many businesses, especially e-commerce and consumer-goods companies, to generate revenue and maintain their customers, as well as businesses that target a new generation of young people in the network. However, the replacement of a new platform, if not professional guidance, may also be to the Enterprise mail marketing hidden Some negative impact, the most direct is not conducive to the transmission of reputation, and ultimately may affect customer communication. Therefore, in the exchange of e-mail marketing platform, how to comprehensively examine the various necessary factors and smooth transition, is the marketing of the necessary homework. Webpower's e-mail marketing technology and strategy experts have advised on the exchange of e-mail marketing platforms, hoping to provide a reference for marketers who replace email marketing platforms.

1. Optimize your mailing list in advance

If sending an e-mail message doesn't reach the customer's Inbox and you can't achieve the desired email marketing effect, many businesses will consider proactively replacing the email marketing platform. Because, a more excellent new platform for enterprises to bring the most direct benefit is to help enterprises solve the problem of sending capacity, improve the delivery of mail, so that more mail smoothly into the customer's mailbox. However, if you do not optimize the existing user mailing list prior to changing the platform, negative issues such as bad email addresses, low interactions, high bounce rates, and so on, will still affect the ability to send your new platform. So before changing the new platform, be sure to thoroughly clean and optimize the user mailing list, to comb your user data optimization, to ensure the quality of data; In addition, if possible, it is best to confirm with the user, whether or not to change the new platform after you still want to receive your mail.

2. Pay attention to building sender reputation

As an e-mail sender, reputation is critical. If you do not transfer data when you change the platform, or if you send too many messages in a short period of time, you can disrupt the sending reputation. The integrity of the user's mailing list affects the delivery rate, so the user's mailing list needs to be updated every time the message is sent to maintain the quality of the user's mailing list. When changing the new platform, also remember to collect and pay attention to the old platform of some valuable data, such as unsubscribe data, spam complaints, etc., until the confirmation has 100% transferred some important information, before you close your old platform account.

Also, do not send too many messages in a short period of time. When the company just started to do email marketing, they usually opted for a more economical and inexpensive shared IP address, however, sharing the IP, sending a reputation is also affected by other accounts that also use that IP address. When you are ready to change to a new platform, it is recommended to choose a dedicated IP address so that you can better control your sender's reputation and build a new IP address reputation by gradually increasing the number of messages sent per day. If your domain has a good reputation and your user mailing list exceeds 3% bounce rate, you should also start improving your sending reputation.

3. Verify the identity of the sender

Simple Mail Transfer Protocol (SMTP) is a standard for Internet e-mail transmission. However, SMTP does not provide a built-in mechanism to verify the identity of the sender. Therefore, in theory, anyone can use an e-mail address to send mail, which is a huge threat to brand enterprises, financial institutions and so on. To avoid this problem, email marketing experts developed two authentication methods to protect and verify the identity of the sender: the sender Policy Framework (SPF) and the domain key confirmation message (DKIM). If you are not doing these two types of verification during the platform change process, your ISP may refuse to send your e-mail or place the message in the Junk Email folder.

The Sender Policy Framework (SPF) helps you build a bridge between sending IP addresses and domain names. For example, use Spf,isp to confirm that the message was sent by the brand that owns the server. The domain key confirmation message allows the ISP to ensure that no one can change the contents of the e-mail message while it is being transmitted.

4. Consider whether it is necessary to equip personnel

The larger your user mailing list, the more complex strategies that may be needed to maximize the value of these data, while the most professional and excellent email marketing platform on the market is technically and functionally more advanced, so I guess you will also want to ask, is this a big platform that needs more senior professional staff? We all know, and do not say the price, to the market to find a familiar with the law of email marketing and proficient in e-mail marketing planning and strategy professionals is how difficult. So, are all the more advanced platforms need more and more advanced talent? No! What is really advanced, not just the hardware configuration, such as Apple, in the user interface more humane, in the complexity of the implementation of the more intelligent, simplistic, take webpower new upgraded email marketing platform V10 version, without additional staffing, And without having to hire an email marketing specialist, you can efficiently implement everyday tedious and complex email marketing tasks: efficient and convenient data uploads, automatic mailing list optimization, optimal message recognition, optimal delivery times, real-time feedback reports, and more.

5. The key to the best performance of the new platform 3 points

e-mail marketing and corporate email campaigns are constantly evolving, and it is difficult to foresee what problems may be encountered in the future. So, to continue to get the best performance on a new platform, first, you must track email marketing changes, spam regulations, and ISP regulatory changes to ensure your email marketing behavior continues to be compliant. Second, listen to your customers, review and compare past and present email campaign performance, and monitor changes in user email behavior. Third, most importantly, the vendor of your replacement platform must have a strong problem-solving capability, including strategy and execution, so that when you encounter any problems, its experts will be able to provide you with decision-making reference recommendations.

If you are thoughtful and well-prepared for these suggestions, replacing a new platform and ESP is worth it, and Webpower's new e-mail marketing platform will increase the ability to deliver and the interactivity between users and content, making your emails more open and clickthrough, And these basic metrics will bring a good start to your e-mail marketing, so whether you're subdividing your user data, personalizing your email, or integrating with other marketing channels like email and SMS, it's going to be easier and easier.

Email Marketing: 5 preparations to replace a new platform