Did you know? Your design choices impact deliverability.
The truth is out – when it comes to email marketing, your inbox DOES judge a book by its cover.
Sending email initiatives through Daxko Engage allows your team to strengthen your community outside of the walls of your facility. However, if your design or content is off, your emails may not be as effective as they could be.
Your messaging should clearly show who the email is coming from and what action the reader is expected to take – all while making connections and establishing trusting relationships.
It is easy to make a mistake. Not only are your readers able to see those mistakes, Internet Service Providers are actively looking for any slip-ups to protect their readers. Stay alert when designing, and avoid these five frequently made mistakes that tend to send emails to junk folders.
- NOT ASKING PERMISSION
Before emailing anyone, you are responsible for getting their consent. It may be considered “implied consent” when members give you their email addresses; however, it is still better to ask. In the case that they do not want to receive emails from you, they could mark your IP as spam, which affects your overall reputation and deliverability.
- LACKING PERSONALIZATION
Remembers to always ask yourself, “Would all recipients care about this content now?” Additionally, if you are using merge tags, make sure your source data is correct. For example, if you’re using the First Name field to document a preferred name, a member could potentially receive an email that says, “Hey Robert ‘Bob’!” – not an ideal experience.
It also helps to put a face to the content you’re sending out. Using a generic “firstname.lastname@example.org” from address implies that the conversation is one-sided. Similarly, it tends to be better to use personalization in the From Name field. An email coming from the Daxko Family Center is relatively generic, but if it is coming from Daxko Family Aquatics or from a person’s name they recognize, the recipient will have a much better idea of what to expect within the email.
- OVERDOING IT WITH IMAGES
While the poster you created for an event may be perfect to hang on the bulletin board, there are three reasons you shouldn’t use that poster image in an email.
- Spam filters will see a single image with no text and presume the content you are sending to your subscribers is spam.
- When viewed on a mobile device, text may be difficult to read due to mobile responsiveness.
- If the recipient does receive your message, images may be turned off by default leading to the message being ignored or unsubscribed from.
Similarly, you wouldn’t want to have an email with a whole lot of images and little text. Keep it as simple as you can.
- USING SPAMMY LANGUAGE
There are three things to watch out for in the Subject Line and Body content of your email.
- Certain words can trigger spam filters including: hurry, free, lifetime, risk-free, and many more. Hubspot has an all-inclusive list of words to avoid that we encourage you to check out.
- USING ALL CAPS IS DANGEROUS.
- Finally, it is best to avoid exclamation points!!!
- NON-COMPLIANCE WITH CAN-SPAM REGULATION
If you’re an email marketer, you’re likely familiar with CAN-SPAM or, most recently, GDPR – which only affects customers in the EU. But, what if you’re a program director who occasionally sends out emails? While I encourage you to review email regulations if you are sending out emails, a good rule of thumb is to include an unsubscribe link and mailing address on all email communications.
Take this opportunity to BE PROACTIVE with your email deliverability. This includes asking members to opt-in; being thoughtful about email formatting, volume, and content; and reducing bounces by cleaning up member data.
Check your communication tool’s analytics to ensure you do not have a high number of bounces or unsubscribes, and when in doubt, do not hesitate to reach out to your support team for guidance!
As the head of Services, I recognize that with every process a business installs, if the customer is not at the center of it, the process is fundamentally flawed. Understanding this concept, this year’s Services rallying cry is “#NextLevel”, and it focuses on how we can look inward, assess how we serve you, and drive improvements that elevate your experience and partnership with us.
That’s why we’ve completely enhanced our existing feedback process to ensure that you are heard, and more importantly, that you see RESULTS. You’re taking your time to provide us with advice and opportunities, we’re ensuring we utilize it. We’re taking our NPS surveys to the #NextLevel.
This past quarter, we sent out the NPS survey, requesting you to tell us on a scale of 0-10, how likely you are to recommend us to a friend or colleague. From those results, and the subsequent follow-up calls with you and your teams, we have put together several initiatives to address both immediately, and long-term, the incredible opportunities for improvement identified by YOU. Some of these initiatives are outlined below:
Visibility & Efficiency: To ensure you have greater clarity into the status of your service requests and less repeats, we’re redefining our internal Service Level Expectations to ensure more updates to your organization. We’re also improving our standards to ensure you do not spend time repeating things you’ve already provided.
Self-Service: You’ve asked to have more resources at your fingertips for help with problems encountered, so we’re focused on generating new material that is tied to requests generated by you. We’re in the process of migrating to a new Knowledgebase that allows access to training content and materials to help your business thrive along with exploring a Community offering for peer-to-peer best practice.
Presence: Ensuring you hear from us, and when you do, it’s valuable. We’re creating a quarterly newsletter dedicated to exciting news, updates on initiatives focused on you, upcoming webinars, etc.
UPPing our Game: We want you have the tools necessary to fully utilize your platform and optimize how you use it, so we’re launching a “Re-UPP (Unlocking Your Product Potential)” webinar series focused on areas of the software that you requested richer knowledge.
Payment Services: To fully equip your team to recognize the value of our Payment Services offerings from launch to eternity, we will be providing Card Account Updater FAQ documentation so you have more information on the solution and how it can improve your business. You will also see below, we are adding a “Leveraging your DPS Solution” series of webinars to our Re-UPP campaign available to all customers.
These are just a few of the initiatives we’ve launched based on your feedback to help us take our service experience to the #NextLevel. Not only are we committed to ensuring we action your feedback from every survey submitted, we’re making those actions and outcomes visible to you! A follow-up program will be in place to ensure you can maintain visibility into these efforts and how we’re progressing towards completion.
Our rallying cry allows us to ensure we’re reminding you, with every interaction with our services team, why you chose us as your software and business partner. Our ask to you is simple, keep the feedback coming! Leverage our NPS survey (completed 2 times a year) or utilize our case closure surveys and tell us how we can continue to improve! Thank you for being part of this growth with us!
With Daxko Payment Services AccessOne online portal, staff can see even more detail regarding credit cards, in addition to the numerous reports Spectrum provides.