This insights post is a summary of the blog post published by RW Jones. View the full post at: Why smarter email volume management matters.
To develop the right email communication strategy, it takes more than just counting how many email messages make it to the inbox. Email marketing, after being declared dead a few times, continues to thrive. With 333.2 billion messages sent daily across the globe, that figure is projected to grow to 376 billion by 2025.
However, inboxes are getting more crowded than ever and major email platform providers have been implementing stricter spam filters. That means that getting to the inbox itself is more challenging than ever.
For higher education marketers, simply increasing email volume won’t cut it. Success is not only about creating brilliant content. Better performance hinges on smarter strategies — like segmentation, email throttling and sunsetting — to ensure messages are seen and valued. There are some tactics that you should consider to get better performance including:
- Segment for Success – Personalize and Prioritize:– Today’s students expect personalized communication. Whether emailing prospective students, admitted students or their parents, segmentation allows you to tailor content to specific needs.
- Throttling to Protect Reputation: Throttling emails isn’t about reducing volume — it’s about managing the timing of sends to protect domain reputation with mailbox providers.
- Implement a Sunsetting Policy: Inactive subscribers can hurt email metrics, dragging down your open and click rates while increasing the risk of being flagged as spam.
To get more details and insights about creating better strategies for your email marketing, read the full article at: Why smarter email volume management matters.
