Return Path have recently published their 2016 Consumer Network Benchmark Document which includes the industry averages for inbox placement. We had a good read of the document and were particularly interested by the automotive industry results. Read on to see what we discovered…We were surprised to learn that automotive industry inbox placement is running at just 66%, as shown in the table below, meaning 34% of emails are not reaching the recipient’s inbox. Following on from this, we decided to delve deeper into the automotive industry and take a look at how our services can help businesses within this industry to increase their deliverability and in return, maximise their customer engagement.
So, what do we do to help our customers?
The first, and probably most important thing, is list cleansing. Any older email addresses with recipients that haven’t engaged for over a year are segmented out of the data for regular mailshots. Lists used are only opted-in lists where the recipient will be expecting an email from the company – meaning they are less likely to hit that junk button! Even on a very basic level, deleting out the dead/invalid email addresses can have a big impact.
Data cleansing can often be a time-consuming process, take a look at our top tips for keeping your email lists squeaky clean to help you maintain a healthy email list.
DKIM and DNS C-Name registration
This may sound complex but all it means is registering your sending domains against the IP address that it’s being sent from. This means that when your contacts email provider receives the email, they know it is from a recognised source. If you are sending large volumes of emails you may also want to investigate if Senderscore verification is right for your business. Senderscore verification is a service offered by Return path to add an extra level of authenticity to your emails.
Targeting your audience
Let’s be honest, much as we all love seeing the specifications and flashy marketing material for the new Lamborghini, there are not that many of us who could afford to buy one.
Sending the right message to the right person is key to driving sales using email marketing. Information that can be used to drive this targeting and segment your data can include age, purchase history, geographical information and gender. A preference center could also be used to get even more granular information on your audience and fine tune your targeting to things like brand, price range even the colour!
Take a look at our top tips for segmentation and targeting your audience here.
Mobile responsive emails
The automotive industry has known for many years they are not just selling a product. They are selling a lifestyle image and if their emails do not mirror that image they may not have the desired impact. One of the key factors in this is to generate a mobile responsive email. Over 50% of emails are now opened on a mobile device first, many companies are adopting a ‘mobile first’ approach.
The theory is that if an email looks good on mobile, it’ll look just as good, or better, on a desktop device. The mobile version needs to be both eye catching and informative and may contain less written copy than the desktop version.
Find out more about mobile responsive emails and why they are so important.
Our automotive clients
The table below shows the average inbox placement for the automotive industry is around 66% – the lowest of all industries measured.
Return Path give all mass email senders a score out of 100, this is called their Senderscore. It is worth noting that changing this score is not a quick overnight fix, it may take months for the changes when implemented to trickle into the Senderscore rating.
The automotive customers that we have worked with for over a year, who have implemented the points in this blog, are achieving an average 99% Senderscore rating. This means they will be pushing 100% deliverability and maximising the potential to make those sales.
So, what next?
This is an example of just one industry sector, we are ready to help you improve your deliverability, engagement and sales right now in any sector. For more information on how we can help you please get in contact with our team on 01327 810745.
Source of data – Return Path: 2016 Deliverability Benchmark – Consumer Network Data