By: Ohad Hecht, Managing Director, emarsys APAC

This post will cover automation and conversions, while providing five easy steps, that if deployed, will make your lives (if you are managing email campaigns) easier.

Producing a campaign takes time and effort. It can be tedious work and typically includes:

1. Concept development
2. Collection of details from different departments like prices of products, schedule of events, announcements, and other news
3. Content development (copywriting)
4. Production of visuals
5. Coding it in HTML
6. Confirming drafts with different stakeholders
7. Revising content
8. Checking again with stakeholders
9. Translating content into different languages (hey, it is APAC after all!)
10. And if you are lucky, by this time you’ll get to send out the campaign (In many organizations steps 6 to 8 will be repeated for 2 to 3 times minimum).

That’s about the typical process of producing a campaign; some companies using different software for communication, others doing it manually, but this is not the point. The point is, is there a better way for technology to help us do it more efficiently? Yes, there is.

In a nutshell, here is my recommended approach to automation in 5 (easy) steps:

1. Analyze

I am sure one of my buddies from the analytics industry in HK will be happy with this part. You have got to know the numbers. There are no shortcuts here – you must collect data and translate it into workable information.

• If you do not use metrics, ensure you do.
• Your metrics can be: open rates, click rates, or even better, conversions, visitors, new subscribers, purchases, or any other objective.
• Now that you have metrics to measure performance, look at the numbers. Did you hit your numbers, were you far off, or on target?

2. Identify Your Customers’ Stages

Your customers are in different stages of development. Some are new customers, some converted and some are not. Some are loyal customers, etc. At this stage we need to look at identifying the cycles, segmenting them comes later.

Some examples of stages:

Prospects -> first time customers -> established customers -> lapsed customer

Now, we’ll match the communication respectively: acquisition->conversion-> growth -> retention and deactivation respectively.

For each stage, you’ll need to think of how to drive your customers to the next stage. Provide incentives, for instance, for customers to sign up (acquisition), provide various offers to get them into working customers (conversion), etc.

3. Segment Your Customers

Most of the hard work is now behind us. We’ve sweat hard looking into details and thinking about the customers’ stages. Now that we have this information we can simply segment the subscribers into different groups.

For the advanced among you, you can use and apply an RFM model – if you’re not there yet, make sure you try to include behavioral data as well as CRM data in your segments.

4. Implement the Program

Time for rock n’ roll. Let’s set up the programs.

To automate your processes, you’ll want to use a combination of transactional messages, triggered messages, and reoccurring messages.

• For example, let’s look at the sign up strategy and come up with incentives to get users to sign up – make sure your form is linked directly to the email database. Registration should be easy and simple.
• From there, run an auto welcome message that includes cross/up sell opportunities, and/or a short video or text introducing your services.

And the list goes on, according to the stages identified.

Naturally you’ll need to create special HTML and text for each automated message.

5. Reap Your Benefits

Now that you’re done, pat yourself on the shoulder, wear a big smile on your face, and head to your boss’s office to tell him about your greatness and to make sure he remembers it when your bonus is being decided!

You’ve managed to save time, increased relevancy of content and time for your customers, and you’re guaranteed to increase revenues by this – aka higher ROI.

Don’t forget to go back to the analytics stage and to tweak your autopilot programs according to the results.

 By: Alex Field, Account Manager, emarsys

Some of this is basic stuff to those more experienced emarketers among you, but having a good welcome email is still something that’s sorely missing from a great many email marketing programs. Sure, most senders clearly understand the need for some kind of subscription confirmation email but there are still so many bad ones in the world despite a huge amount of collective drum banging from ESPs.

In email, just like in real life, first impressions really count. For most subscribers the welcome email will be the first thing they receive so it is very important that this message is on brand, compelling and useful. This email is so much more than a simple subscription confirmation – it’s a hello and a thank you from you, to this person who has been kind enough to share their data with you and who wants to know more about you and your products and services. Don’t you think it deserves more than a couple of lines of hastily written copy and a company logo?

A good welcome email should:

• Begin with a thank you – it’s just good manners
• Contain whitelisting instructions, normally in the pre header (Also see our short post on using the pre header to boost mobile open rates)
• Explain the benefits of being an email subscriber
• Educate your new subscriber about your brand
• Set some expectations as to the frequency and type of emails you’re planning to send 
• Contain links to different parts of your website
• Make the subscriber feel like you actually value their readership

Get this right and as a marketer you can expect to see:

• Significantly reduce the time until the first purchase
• Increased lifetime value of subscribers
• Increased performance metrics in other emails
• Increased conversion rates
• Increased brand affinity and loyalty

But why stop there? Sure you’ve worked hard on getting a nice, all-singing-all-dancing welcome email but have you gone far enough? Probably not. Most people haven’t. So sit down and think about how you’re collecting new subscribers. If you’re an online retailer, for instance, you will probably have at least three different ways of collecting a new email subscriber (ignoring offline methods, partner sites, competitions, etc); email drop-box, new account registrants and transactors to name a few. To me it doesn’t seem right that someone subscribing through a transaction should receive the same welcome message as someone who just enters their email address on your homepage with no other details.

So now we’re adding complexity, why not take this even further. What about adding other emails to create a welcome series? This is a topic for another day but there’s a lot to be said for following up on your initial welcome email with an educational email or two, or perhaps an offer (maybe not for people who opt-in while purchasing though).

If you want to know more about how you can make the most of your first impression just ask your Account Manager or leave a comment here to get some insight from the wider world.

 By: Shreena Kanabar, Marketing Executive, emarsys

In the first part of this post, I provided advice on helping increase conversions and ROI through email marketing. I looked at welcome messages, segmentation, content automation, testing and reminders programs.

In the second part of this post, I’ll look at recapturing cart abandoners, cross selling, re-engagement, social sharing and reactivation to help engage your subscribers and increase ROI.

1. Don’t let them get away

Recapture cart abandoners

There can be many reasons why a customer abandons their shopping cart so it’s important to find out why. Give your abandoners the chance to continue the shopping process because it may not have been intentional.

It’s your choice, and probably a learning process as to how subtle to be in your email messaging – either giving your potential customers a friendly reminder that they still have items in their shopping cart, and do they need any technical help? Or the slightly more subtle % discount on the items they’ve left in their carts.

This can lead to reclaiming potentially lost revenue and you can include contact details of your customer support details to ensure you offer the right support to your customers.

2. People who bought this also bought…

Cross/Up-selling

Including relevant products to the ones your customer just purchased is a good way of upselling to your customer, and making them aware of other products they may be interested in that they may not have noticed during their shop.

You may also be able to add a number of complementary products to enrich the use of the original product they’ve purchased – whether that be warranty, or peripherals for an electronic product.

This can help increase conversion rates as the products you are highlighting are relevant to the customer. The add-on offers can be added as early as the purchase confirmation or over the next few weeks.

3. Come back soon…

Re-engage

It’s essential to keep your customers engaged once they are on your subscriber list or once they’ve made a purchase. The goal is to get them to become a repeat buyer as soon as possible.

To do this you need to be providing them with incentives to shop again as well as more relevant content. Sending coupons or voucher codes as a thank you or ‘we miss you’ can encourage repeat purchases.

Ensuring you know your subscriber and are providing them with the most relevant content possible, will help ensure higher response rates and ultimately conversions for your campaigns.

4. Reach out beyond the inbox

Social Sharing

With the social media boom continuing to grow at full force, it is important to use these communication mediums to extend the reach of the email message and offers beyond your subscriber base. Facebook and Twitter especially are great viral marketing tools.

Including share buttons per content element of your email rather than the whole newsletter, allows email recipients to share specific content with relevant people. The more people your message reaches, the higher the chance of increasing conversions.

5. Inactivity shouldn’t be tolerated

Reactivation 

Although having a large list of subscribers sounds ideal, it is not necessarily a good thing if a substantial amount of those subscribers are inactive. If they are not opening or clicking through your campaigns, they will drive down your response rates and impact upon your deliverability.

Why spend money trying to reach subscribers who don’t respond anymore? Sometimes a little incentive and reminder is all that’s needed to help them re-engage with your emails and make a purchase or simply to give you an idea on whether or not these subscribers will impact your conversions for the better or not.

May 2012, London – emarsys, a global provider of email, mobile and social marketing automation solutions are pleased to announce their new office in Istanbul.

emarsys, the market leader in Turkey, has expanded operations and opened its first office in Istanbul, Turkey, to support its growing list of clients. emarsys already provides emarketing solutions to five out of ten of Turkeys leading eCommerce providers and a new local presence will strengthen its position and provide even greater opportunity to grow.

With a young population, high credit/debit card penetration and excellent broadband and mobile internet penetration, Turkey is one of the world’s most exciting countries in the world for e-commerce and digital marketing.

Alex Timlin, Director for New Markets said “Our clients look to us for our expertise in email deliverability (particularly with Hotmail, Gmail and Mynet) but also for our unique approach to relevant emarketing campaigns and social media marketing. We’re looking forward to helping new and existing clients create better customer engagement and increase their effectiveness through the use of emarsys’ incredible suite of technologies.”

Existing emarsys clients in Turkey include Markafoni, Grupfoni, Gittigidiyor, Kariyer.net, Grupanya, Mekanist and CicekSepeti (an Amazon company) as well as exciting, fast growing e-commerce businesses in the areas of fashion retail, group buying, private shopping and travel – with over 800 million of the 5 billion messages emarsys send monthly sent by Turkish clients.

Aman Dotani, COO and UK Managing Director at emarsys added, “Turkey is a key market for emarsys and we’re excited to have our local operations in Istanbul to better assist our existing clients and introduce exciting new email marketing technologies to new clients. We could not be happier to be working with our clients to help them capitalise on the e-commerce growth and increase their online revenues through email, mobile and social media marketing campaigns.”

emarsys Istanbul can be contacted at:

emarsys
Windowist Tower
Eski Büyükdere Caddesi
34467 Istanbul Province
Phone: +90 212 214 77 94
Email: turkey@emarsys.com
Web: www.emarsys.com/tr 

Download the PDF for this Press Release.

 By: Shreena Kanabar, Marketing Executive, emarsys

Email marketing is one of the most popular forms of marketing as marketers seek ways of targeting their customers through a low cost method that is highly measureable. Gaining the best ROI possible from email marketing isn’t as simple as sending out an email and hoping for results. There are a number of ways to further engage your recipients and leverage your email marketing tools to increase your conversions.

1. Catch them at hello

Welcome Message

When a customer or potential customer has made the decision to sign up to your email newsletters they have shown a sign of interest in your organisation, so it’s important you take advantage of the position you are in. Rather than displaying a simple confirmation page that their subscription has been successful, follow it up with a welcome email that highlights the benefits of your email program and how often you will be sending them messages.

It is also a good idea at this point to ask your subscriber to submit some more information about themselves. If you have access to their demographic details it will help you ensure you are sending them relevant and targeted content that will engage them.

A welcome message can expect up to 7x higher response rates than the regular ‘newsletter’ so make sure you don’t miss this opportunity!

2. Make it relevant & they will react

Segmentation

The age old email marketing mantra of ‘the right message, to the right person at the right time’ is still as important as it ever was.

If you want to encourage your subscribers to respond to your email communications you have to ensure that the content in your emails is targeted to them. This should be implemented across all emails you send to your list if you want to maintain your list of subscribers.

Try segmenting your database based on:

• Socio-demographic data
• Behavioural data (response and preference history)
• Purchase history and monetary (spend) data

Advanced targeting based on demographics and purchase behaviour is a great way to increase your conversions.

3. Save costs on manual labour

Content Automation

By segmenting your data and setting recipient preferences, you can allow for emails to be sent to your subscribers with relevant content and little manual labour which frees up your internal resources.

Content can be pulled into emails dynamically through your online shop, website or product database so you don’t have to maintain 2 image libraries. This is great for speeding up campaign production by automating the content.

4. Try it, before you send it

Testing

It is important to test your emails prior to launch, and this doesn’t simply refer to making sure links work and proof reading etc.

You should be using split run testing functionality to send variations of your email to a small sample of your subscribers, monitoring how they react, where they click, open rates and much more – then using this data to roll out the best responding campaign to the rest of the recipients.

Message elements and factors to test include:

• Time and day of sending
• Demographic and behavioural targeting
• Layout and design
• Sender name and subject line
• Offer and text versions
• Calls-to-action
• Landing pages

The more information you can gather about how well your emails are performing, the more chance you have of perfecting them and increasing your conversions.

5. Maybe they didn’t see it?

Reminders

Sending a reminder email is a good way to recapture the attention of your audience. You can target recipients that didn’t react because they forgot (got distracted, etc.) or they didn’t see the email because of a cluttered inbox.

For example sending out a discount code to lapsed customers can help encourage purchases but also sending out a reminder to those who haven’t responded to your initial campaign. Reminders will add some additional revenue to the overall outcome of the campaign.

Keep an eye out for part two of this post which will have more tips for increasing conversions and ROI. 

 By: Ohad Hecht, Managing Director, emarsys APAC

People are the most important resource of any company. Products, prices, packaging, and all the rest will not translate into profits if there aren’t good people behind the company. There are many ways to communicate with employees and staff in order to motivate them, empower them, and ensure they’re aligned with the company goals. This overall process is called internal marketing. You can read more here.

So, as I have mentioned there are many different ways to communicate with staff – Facebook, Wikis, intranets, social CRMs, and more. All of these are being used by our group. But when it comes down to simplicity, speed, and the most utilized channel to reach out to employees of the group, email is the best way forward.

In our group we have monthly email newsletters that are sent to every employee in our group. From sales, clients services, tech, HR, marketing, juniors, seniors, and spanning all continents. This monthly email is very much anticipated by everyone. Why? Simply because it connects us to the group and ensures us that we know and are being informed about the news updates across the organization we work in and put our future in. When you’re looking at internal marketing, I’d recommend covering the following topics in an organized fashion:

If you are working under a group/across several offices, include an update on newcomers with their roles and titles.

• The same applies to large corporations with many people in one location. Share photos, achievements, and rewards of employees.
• Ensure you’re incorporating the personal stories of staff in their personal lives. E.g., volunteering, personal achievements, etc.

A special section should be always dedicated to the products and services of your organization. Among others, this section should include:

• New products launched
• Availability of services to clients
• Product upgrades and changes
• If you have new training documents, manuals/brochures, or videos -link them in.

Staff always love knowing in which direction the ship is heading; here you can elaborate on:

• New office launches
• Restructuring
• Appointment of management
• In case of public companies, stock information, and reviews from financial houses on the stock, or plans to go public may be shared.
• Photos from team building or company events

This area is potentially the most important. We all like to show off and wave around the logos of our best customers. It shows that as a company you are successful in what you do and that well-known brands trust you with their business. Emphasize:

• New client wins
• Testimonials
• Case studies
• Penetration into new verticals served
• Customers in new geographical territories

For dessert, sum it up with the events your company will run/attend. Visually, you can display a calendar of events: from exhibitions, conferences, internal company events, celebrations, etc.

• Link names and photos of people to their social networks (naturally ask for their consent)
• Share photos from events of individuals on your Facebook page, Flicker, Pinterest, etc.
• Allow the users to share the information from the newsletter into social networks – Twitter, Facebook, LinkedIn, and Sina/QQ Weibo, Kaixin001, and RenRen.

 By: Gunter Haselberger, VP Deliverability, emarsys

Following on from Part One, where I outlined why recipients unsubscribe and how we can try to prevent this, I now move on to describe the best practices for unsubscribe links.

What are best practices to provide your recipients with a trustworthy unsubscribe option?

• Use “one-click unsubscribe” only (this means an unsubscribe via one click in the email and one click on the confirmation page, without having to type at all)
• Do not require a login/password. This is also a CAN Spam Act requirement
• If you use a form, populate it with email and other required data so that recipients need only click the “submit” button
• Provide a “thank you” and “confirmation” landing page immediately after unsubscription, but NEVER send a confirmation email after a recipient has unsubscribed!
• Remove the recipients who have unsubscribed from your list immediately, or at least within 24 hours
• Test your unsubscribe function/process regularly (this is often overlooked)
• Make sure you have the unsubscribe link in the same language as the rest of your email
• If you send multipart messages (recommended), do not forget to add the unsubscribe link to the text version of your newsletter
• Always use a list-unsubscribe header (standard at emarsys) to give recipients the opportunity to unsubscribe via their email client, should it provide this functionality

Why is the position of the unsubscribe link so important?

Many recipients click the “report spam” button as an alternative to using the unsubscribe link in your email. Some recipients find it difficult to locate the unsubscribe link. Others might want to avoid having to scroll down to the bottom of an email – especially if it is a daily deals or fashion newsletter with many offers. Recipients find it far easier to just click the ISP’s “this is junk” button to achieve the same as via unsubscribe – this is due to the fact that all complaints received via the so-called ‘feedback loop’ must also be cleaned from the sending list within 24 hours. So, in order to reduce the risk of complaints, the unsubscribe option should be as easy to find as the “Mark this as spam” button.

Summing it up – why recipients use the “Mark this as spam” button rather than the unsubscribe function:

• The unsubscribe link is too difficult to locate
• They do not want to scroll down to the bottom of an email
• There is no trust in the brand – recipients may think that the email is spam and do not want to indicate to the suspected spammer that their email address is active (by clicking the unsubscribe link)
• Sender address and/or name have changed and recipients no longer recognize the sender and/or think the email is forged (check consistency in sender name and address)
• Recipients do not recognize the sender since the list has been shared or bought (while not necessarily illegal, we nonetheless recommend sending to your own direct subscribers only)

What do you gain by helping recipients to unsubscribe?

• Deepened trust in your services
• Better brand/sender reputation
• Fewer spam complaints
• A more active recipient list

Our advice?

If your reputation is suffering and if major ISPs direct your emails to the spam folder although you have already implemented best practice advice, you can regain the trust of your recipients by placing the unsubscribe link both in the top and bottom section of your mails and thus reduce complaints, which are, in most cases, the cause for bad reputation and spam folder delivery.

For more information on deliverability, please contact your emarsys Account Manager.

By: Gunter Haselberger, VP Deliverability, emarsys

Recently, a new colleague asked me if he should recommend placing the unsubscribe link at the top of an email; would that be considered good client advice? But of course! Especially if the sender in question already suffers from a bad reputation. You might think: “Why should I make it easy for my recipients to unsubcribe? This will only reduce my list.” Well – think again!

In many newsletters and mailings the unsubscribe option is located at the very bottom of the email, and in small letters too – a majority of senders still think it better to hide the unsubscribe option, so that they will not lose valuable recipients. Often the text/link color is grey on a white background and some senders even hide the text altogether, using the same colour as the background of the newsletter. This is of course very bad practice.

If recipients want to unsubscribe – let them! It is better by far to have a few recipients unsubscribe than to have them click the “Mark this as spam” button. What is more, no recipient is going to unsubscribe just because they detect the unsubscribe link in a prominent position.

Let us take a step back and see why people feel the need to unsubscribe in the first place …

Recipients unsubscribe for the following two main reasons:

• They receive content or offers which are not interesting enough (relevancy)
• They receive too many emails from a sender, within too short a period of time (frequency)

So, how can you prevent recipients from unsubscribing?

• Do not make promises you cannot keep, and send only what you outlined on your subscription page
• Do not send too often and provide an option for changing the frequency of emails – this substantially increases your chances of retaining subscribers and minimizing spam complaints
• Avoid being aggressive in your wording and offers
• Adapt to different platforms – design your newsletter to look professional and identical in every possible email client
• Provide an easy-to-use option for updating recipient email addresses – in many cases, this is only possible via unsubscribing and resubscribing with the new address.

Check out part two of this post – where we outline the best practices for unsubscribe links. 

By: Alex McCall, Consultant, emarsys

The massive rise in smart phone usage has led the majority of online marketers to look at ways to ensure their messages are seen and interacted with on mobile devices and not just traditional PC’s.

When it comes to email, this often raises the usual issue of rendering- how to get great HTML creative to simply look right on a mobile device? There is no exact science as yet to ensure that messages do look the part, but there are some clever techniques that marketers can adopt to improve their offering. One such way is to include a pre-header in your creative.

Usually when opening an email on a mobile the first thing you see is the Online Version link - where you click to see an online version of the email if you cannot see the images correctly. A pre-header is a clear piece of text to tell the recipient about the content in the email - or summary of a promotional offer, or the reason they are receiving the email. Basically this header should be used to detail something to do with the email campaign and not just include a link that is made useless when opening the email on a mobile device.

Pre-header example

Play around with pre-headers in your creative and email campaigns and you will see an uplift in open and click rates.

For further information on setting up and using pre-headers, please contact your Account Manager.

 By: Gunter Haselberger, VP Deliverability, emarsys

Email deliverability can be a complex issue that involves a multitude of different factors. Success in this field requires changing one’s perspective – instead of seeing only the sender’s side, one must also consider the recipient’s view.

Although a lot has been written about this topic, many marketers and senders still hold the following beliefs:

• The more emails sent, the higher the response will be
• As long as I have a legal opt-in I can send what I want and ISPs have to deliver.

Unfortunately, this point of view does not reflect reality and shows only one side of email marketing.

For those familar with the concept of sender reputation and recipient (re)actions – which are the basis of the fomer – this advice will be a reminder. For those unfamiliar with these concepts, it should serve as guidelines for how to perform successful email marketing – by sending relevant emails to users who appreciate them.

Try to think like an ISP
All businesses need to keep their users or customers happy. Cluttering their inboxes will have ISP users switch to other ISPs which provide better filtering. However, false positives must also be avoided. An incorrect categorization of wanted emails as spam will have the same effect as filling the inbox with UBE/UCE. All major ISPs are constantly adding more criteria in order to determine which emails are actually wanted and which are not. In recent years providers have done a really good job in this area. ‘Cheating’ ISPs, so that they deliver large amounts of unwanted emails, has become virtually impossible.

ISPs search for factors in their customers’ behaviour to determine if they want the email messages you are sending. Positive reactions to your messages (among which are opens, flagging emails as important and many more) improve your sender reputation. Almost all actions which can be performed in a recipient’s mail account are used to weigh your reputation, either in a positive or negative way.

Remember: your recipients are ISP customers! ISPs will always want to make them happy, rather than a sender, even of legitimate emails. And: It is not possible to ‘force’ recipients to want your emails.

Put yourself in the recipient’s shoes
In order to determine how your subscribers will react to your emails and, subsequently, how ISPs will treat your emails, emarsys recommends running through your entire registration/subscription process and observe it from a recipient’s point of view. Register for your own services. Do you receive a confirmation email for your subscription, or even a double opt-in email asking you to confirm your registration? If you were the recipient, which process would you trust more? Are the services you offer sufficiently disclosed, i.e. is it clear to recipients what they will receive? What do recipients expect of your services, offers or newsletters? And do you change your sender name and sender address frequently?

Frequency
Frequency and timing matter. Monday, Thursday and Friday are usually the most popular days for sending commercial emails. Email frequency varies among different business types. Coupon or daily deal marketers are mostly high volume senders, with approx. 5 emails a week, while others send the same amount in a month. What works for one may not work for others. If your email frequency is too high, subscribers will turn away from your services; they will delete your emails immediately, unsubscribe, or report your emails as spam. All these reactions have a major impact on deliverability.

Compare the results for different frequencies, even if you already offer various intervals for your services on the subscription page or the user preferences page. Users and recipients who are engaged with a brand will accept a higher frequency. We recommend a separation of actives with high(er) sending frequency from less actives (moderate frequency) and inactives, who should only receive the occasional reactivation mail (e.g. once a month – these mails should constitute a maximum of 5% of your total daily volume to minimize negative impact on your reputation while making sure contacts are not completely lost).

Relevancy
Expectations matter. Sending messages which your recipients are not expecting can reduce your list size, as contacts are more likely to unsubscribe; this will also hurt your reputation and deliverability, due to a higher complaint rate or just plain inactivity. The more relevant your messages are, the higher your open/click rates and your sending reputation will be.

Major ISPs like Gmail, Yahoo and Hotmail have highly sophisticated mechanisms in place which help them to find out – based on recipient behaviour – if messages are wanted or not. They cannot be tricked – irrelevant emails cannot be successful. How can the relevancy of one’s emails be increased?

• Send a welcome message to newly registered users or, even better, use a ‘double opt-in’. Start your relationship with recipients immediately after their registration. Welcome messages should include the registration details and detailed information on the services you offer (FAQ, privacy policy, other channels, etc). Use this opportunity to collect even more information on your users.
• Send only those messages of which you have informed the subscriber. Your contacts expect to receive what they subscribed to, nothing else.
• Use the behavioural data you have gathered from your users, and target based on user profiles.
• Send personalized messages. A personalized greeting line is the absolute minimum; in general, all content sections should be checked, and if possible, be tailored to individual recipients.

Consistency
Similar to relevancy, consistency is essential, as it prevents users from cancelling your services and keeps your emails recognisable. Users add the sender addresses of wanted newsletters and services to their address book, as this enables the automatic display of images in new emails of the same sender. Changing your ‘From’ address can reduce your open rate drastically, at least for a while, and is not recommended. If you have no choice, we advise you to inform your recipients before you change the sender, and to ask them to add the new sender to their address book.

The content/design and branding of your messages as well as other webservices (website, landing pages, social media, etc.) must be consistent and recognisable. If recipients do not recognise the messages they are receiving as the service to which they have subscribed, this might trigger a negative reaction and, subsequently, have ISPs downgrade your level of reputation.

For more information on deliverability, please contact your emarsys Account Manager.