Description: Find out the best tips for building a successful Amazon SES Campaign, including good app integration, list maintenance, compliance, and more.
82% of B2B and B2C companies use email marketing campaigns to further their goals. Why? Because email campaigns are 6x more likely to be clicked than a link in a Twitter post, and 40x more effective than Facebook and Twitter at securing new customers overall. Undoubtedly, email campaigns still have a huge place in digital marketing. They are something your business should be paying attention to and consider adopting (if you haven’t already).
Amazon SES email is one of the newest, cheapest, and most convenient ways of getting on board. Yet whilst the interface can be relatively simple and straightforward, there are still some things that you – as a digital marketer – need to pay attention to whilst crafting the best email marketing campaign you can. Here are our top 5 tips for putting together a successful Email marketing campaign with Amazon SES email.
1. Consider Your Domain “From” Address
In the world of digital marketing, there is almost nothing more important than reputation. A good reputation will see you rise to the ranks of an authority page, whilst a poor one will see you relegated to the hundredth page of a Google Search. Email marketing with Amazon SES email is no different. The more authority you have, the more likely people will open your newsletter.
The first step to building a successful email marketing campaign is getting your “from” domain address right. This will be one of the first things that those who receive your newsletter see, so think carefully about which domain you want to use. Some ISPs will use this as the anchor for collecting information about your reputation. That not only means that once you’ve picked an address, you’re going to want to keep it, but also that the domain address itself can be tagged for bad practices.
Hot top: make sure that the domain is yours. ISPs don’t treat outgoing emails from a Hotmail.com address (or similar) in the same way as they treat emails from a privately-owned address.
2. Maintain Your Contacts List
An updated and segregated contact list is vital to maintaining a good email marketing campaign. You want to make sure that your content is being distributed to the right audience – and your entire contacts list is probably not a single homogenous group. Make sure that the right people are receiving the right content by creating market segments.
There are numerous strategies for maintaining and segmenting your contacts list. You can go with demographics, engagement levels, geographic location, or possibly even purchase history. Just make sure that you have the right data to support these segmentation strategies and you should be fine.
Ultimately, the aim of segmentation is to maintain (or even increase ROI) by ensuring that the content being used to draw in customers is appropriately targeted. Some customers are more likely to invest or spend more money on your product or service. For these customers, you can spend more money marketing to them than someone who makes purchases more infrequently and of a lower value.
3. Remain in Compliance
Compliance essentially means making sure that you’re following the correct “rules” when it comes to email marketing. No one likes spam. If you’re identified as a ‘spammer’ your emails will not have as much of an effect, possibly being moved to people’s junk inbox or trash automatically. There’s even the possibility that your email campaigns will be blocked by ISPs, preventing them from even reaching the people you’re trying to connect with.
The laws are different all around the world, so make sure to check up on and see what they are like in the country you are operating. Amazon has a list of some of these laws themselves. Whilst the laws can be appealed, and you can turn around decisions based on the credibility of your email marketing campaigns, it’s a long and awkward process. It is far better to just avoid breaking them in the first place.
Also remember that this credibility can be linked to your domain name. That means that if you become identified as a ‘spammer’ due to your email marketing campaigns, your domain itself can also be affected.
4. Make Sure SES Email Has Been Integrated Properly
When it comes to using Amazon SES email, you want to make sure that it has been integrated into your platform properly. If you’ve got the technical know-how, you can always set it up yourself, but this will take a lot of time. Alternatively, your best bet is to sign up for a service which provides full functionality in an easy to use user interface.
For instance, Pepo Campaign is a great SES email service provider which manages to keep costs down, whilst also give you a lot of perks which more expensive services tend to only offer. This is especially important when it comes to data acquisition and analysis. Remember when we spoke about segmenting your contacts list? You need a lot of data to be able to do that, data which Pepo Campaigns can help you get and analyze.
5. Keep Track of Your ROI
The most important part of a good SES email campaign is ensuring that you are actually doing well when it comes to return on investment (ROI). Amazon SES makes sure to track data points regarding how people are interacting with your emails, allowing you to see how well you’re performing. This doesn’t just mean money you directly make back from sales, but can also mean a number of other things.
For instance, if your goal is growth or to raise awareness, you might associate different financial figures with individuals you have drawn into your product or service this way. These types of returns are usually valued at much less than full conversions, but they are important.
The five points above will help you to build a successful Amazon SES email campaign, but after that there’s still work to be done. Remember, it’s also important to secure continuous improvement on campaigns. This can be done relatively easily by tracking ROI data points and running A/B testing campaigns.