Category: Marketing Automation

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When it comes to emails, we spend so much time creating the perfect subject line and images that will hit just right. But none of that matters if your your emails land in spam, or worse, don’t get delivered.  
While we understand the need and urgency for marketers to communicate with their audience, it’s also important to be mindful of the impact these emails have not only on your sender reputation, but also the experience of the person receiving them. 
As your trusted email service provider, the deliverability of your emails and protecting your (and our) sender reputation is top priority for us! We’ve listed some key factors to consider before sending your next email.
Permission to send emails is not evergreen
Permission to send emails can expire quickly as people forget where and how they signed up to your email list. This is especially true if you haven’t been in regular email contact with your subscribers in the last 12 months. People who shopped, dined, interacted with you 1-5 years ago are unlikely to remember who you are, how you collected their email address, and will wonder why they’re suddenly receiving your emails. 
Sending emails to an unengaged list with many inactive addresses will cause engagement and delivery issues like low open rates, high bounce and unsubscribe rates, and potentially high spam complaint rates. These metrics are used by mailbox providers (Gmail, Yahoo, Microsoft, B2B domains) to determine your sender reputation and how to treat your emails. 
A good sender reputation means your emails will be delivered to the inbox and a poor sender reputation will result in your emails being blocked or filtered as spam. 
Audit and segment your database by subscriber activity
Before you send your next campaign we highly recommend auditing your database and segmenting your list based on user activity and engagement. This helps you to determine:

Your most engaged subscribers who have opened an email or clicked a link in the last 12 months
Your most recent subscribers who have opted in for your emails in the last 12 months
Contacts with online activity in the last 12 months, such as online purchases, website visits, account activity, active paid subscriptions
Your most inactive and unengaged subscribers who do not meet the above criteria for the last 12 months

If you’ve been in regular contact with your list over the last 12 months you can continue sending emails as usual to your engaged subscribers, and you may consider sending a re-engagement email to your inactive or unengaged users. However, if you haven’t regularly emailed your list—sending at least 1 or 2 emails every 6 months—then you will need to carefully ramp-up sending emails to your full list. 
Any subscriber who has shown no activity or engagement in over 12 months should be removed from your list, as sending to these “ghost” contacts will only harm your sender reputation. You also risk emailing spam traps and landing on an anti-spam blocklist.
Ramping-up emails to your full list
Your sender reputation is tied to your sending domain — which is everything after the “@” in your From email address. Depending on when you last emailed your full list and the size of your list, you may need to slowly train mailbox providers that your emails are legitimate and your subscribers want to receive them.
To re-build your domain reputation, send an email to a smaller segment of your list and monitor how your subscribers respond in the next 24 hours. If you see good delivery and engagement metrics, like open rates above 10%, bounce rates under 4% and spam complaints around 0.02%, you can then double the volume for your next campaign and again review the results after 24 hours. 
It is crucial to review your results after every campaign to assess the impact the increase in email volume has on your overall results, and take steps to address any underlying engagement issues before ramping-up to your full list. 
Review your results after every campaign
Your subscribers are the best source of information on how well your emails are performing. Review your campaign reports after each campaign to see how active and engaged your audience is, and also to track any negative signals like a drop in open rate or a spike in bounces of spam complaints.
These metrics highlight any engagement and delivery issues which in turn directly impact your sender reputation and the success of your future campaigns. Campaign Monitor users can also use the Insights section in your account to easily track user engagement over time.

Campaign Monitor Insights
Email delivery and engagement issues are often a symptom of how emails are collected and managed, and reviewing both can highlight the underlying cause of these issues. Are your lists permission based where people have directly opted in for your emails? Is your online form secure from spambot attacks with a reCAPTCHA? Have you set up DKIM authentication for your sending domain? Are you re-engaging your less engaged contacts and removing dormant “ghost” contacts? 
Following these recommended deliverability practices is the best way to maximise user engagement and minimize deliverability issues. 
Wrap up
Your subscribers’ inboxes, similar to your own mailbox, may be inundated with emails right now from brands they were once connected with. Now is the time to think like a subscriber, and send relevant, wanted content to engage your audience and make your emails stand out from the crowd. 
By focusing on your most active and engaged audience, you’re building and maintaining your domain’s sender reputation, and helping your emails successfully land in the inbox. 
Remember to keep your emails personal, helpful, concise, and relevant to show respect for your subscriber’s inbox, build brand loyalty and a lasting engaging relationship. 
The post Land in Your Subscriber’s Inbox appeared first on Campaign Monitor.

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What do creators like Mr. Beast and Ali Abdaal have in common? Not much, actually, other than the ‘Creator’ label and being YouTubers. They serve distinctly different audiences and create very different types of content. However, no matter how you look at it, they’re both pretty successful in their own rights.For content creators , one of the biggest debates is whether or not to “niche down” and focus on a specific topic or audience. Some argue that niching down is necessary for success, while others believe that it’s better to have a broader focus.In this article, we’ll explore both sides of the argument and provide guidance on (with input from expert creators) how to pick a niche that works for you.Arguments Against Niching DownOn the other hand, some argue that niching down can limit your audience and opportunities. If you only focus on one topic, you may miss out on potential followers who are interested in other areas you have knowledge about. Additionally, if your niche becomes oversaturated, it can be difficult to stand out.Not niching down can also allow you to be more creative and versatile with your content. You can explore different topics and experiment with different types of content, which can keep your audience engaged and interested.Certain creators feel more comfortable without labels – including Toni Bravo, who says, “…I will never have a niche. [T]here’s a million things that I’m always doing at once. So I would post like knitting stuff. And then I post beauty stuff. And then I post up about my dog. And then I just post random trending sounds. So I never put myself in like a box but what I do pay attention to is how things are received.” @bonitravo yes, i’m a sagittarius ♬ original sound – lucia 3 Jayde Powell, content marketer and creator, adds to this by saying, “I’ve always been really hesitant to establish a niche because I have a lot of interests. So I’m not going to call myself a vegan influencer or a fashion influencer because maybe I like style and I also like to eat vegan food on occasion. I have a variety of interests and things that I can speak to. So for me, not classifying myself in one way does hinder me from getting opportunities but I’m a big believer that the opportunities that are meant for me will come to me when they’re supposed to.” View this post on Instagram A post shared by jayde powell • content creator (@jaydeipowell) Arguments for Niching DownOne of the primary arguments for niching down is that it allows you to become an expert in your field. By focusing on a specific topic, you can provide more value to your audience and establish yourself as a go-to resource. This can lead to more opportunities, such as speaking engagements or consulting work.Josh Ho, founder of Referral Rock and podcaster, thinks about niching down like this: “I agree with niching down because there are a lot of things I’m interested in that I don’t write about. If I wrote about all my interests, no one would understand who I’m trying to speak to. It’s hard to separate your interests like that, but it’s worth it when there’s a particular message you’re trying to get across.”Amanda Natividad, VP of Marketing at Sparktoro, also shared her perspective on niching down.Them: How do I grow my following?Me: Say you’ll write about a thing, then write almost exclusively about that thing for 3+ months. Add valuable insights in others’ replies. Lift up others.Them: Hmm… I don’t want to do that. Is there another way?— Amanda Natividad (@amandanat) March 15, 2023

Niching down can also make it easier to create content. When you have a clear focus, you know exactly what topics to cover and what type of content to create. This can save time and reduce the stress of coming up with new ideas. If you want to establish yourself as an expert in your field and provide value to a specific audience, then niching down may be the way to go.So, how do you decide whether or not to niche down? The answer is that it depends on your goals and preferences. For Lloyd George, content creator and founder of Cre8tor Hub, niching down has helped him find a more valuable audience as an entrepreneur. “As someone that has a niche, having a niche has made it significantly easier to grow and I think I’ve grown faster. Also I will say tangibly speaking, having a niche increases the value of your audience,” he says. @lloydnotgeorge Maybe your company can do the same?? ♬ original sound – Lloyd | Podcast tips If your goal is to build a business from your content creation, then Lloyd’s advice is pertinent. However, if you prefer to have a broader focus and build a platform based on your personality and not any one category, then not niching down may be better for you.How to Pick a NicheIf you do decide to niche down, it’s important to pick a niche that works for you. Here are some tips for choosing a niche:Consider your passions and expertiseStart by thinking about the topics that you’re passionate about and knowledgeable in. Your clear interest and expertise will help you create better (consistent) content and connect with your audience more effectively.The key is to “become the niche,” a concept created by Katie Xu, who has a unique perspective on niches. The TikTok creator shares, “You don’t have to eliminate niches or categories – but you shouldn’t hide behind them. @katiexsocials Replying to @cybergirl.online becoming the niche is a mindset that prioritizes YOU. that’s all #katiexsocials #becometheniche #nichedown #futuremillionairekatie #creatorindustry #socialmillionaire #tiktokmillionaires ♬ original sound – Katie Xu | Future Millionaire People are trying to learn specific things from you, which is why you might stick to one category. But there are probably thousands of other people in the same category. In order to figure out how you can pick a niche that you’re passionate about, ask yourself:Why should they learn from you instead of someone else?What makes you, your content or your perspective unique?What knowledge or expertise do you have that will make you stand out in that niche?An example of a creator who has successfully niched down based on their passions and expertise is Pat Flynn, the founder of Smart Passive Income. Focusing on his passion for helping others create passive income streams, Flynn has grown his brand to include a popular blog, podcast, and YouTube channel.Research creators within your categoryBefore committing to a niche, it’s important to research your competition and make sure there is an audience for your content. Look for gaps in the market or areas where you can provide a unique perspective.For example, Tom Frank of College Info Geek started his blog as a response to the lack of personal and relatable content for students. By analyzing the existing content and identifying a gap in the market, he was able to create a successful blog with over 1 million monthly visitors.Be flexible with your nicheRemember that your niche may evolve over time as you learn more about your audience and your own interests. Don’t be afraid to pivot if you feel like you’re not reaching your goals or if you want to explore new topics.It took Jason Levin, creator of the newsletter Cyber Patterns, took eight months to figure out what his newsletter would be about. He just wrote what he thought was cool until he landed on content strategy, the main topic of the newsletter.Time to niche down.Cyber Patterns is zooming in on Content Strategy:· Patterns across famous creators· Case studies on brands’ strategies· Developing your long-term content strategyExpect the same wit and irreverence with a deeper focus.https://t.co/rvSnufQONe— Jason Levin (@iamjasonlevin) December 8, 2022

He says about picking a niche: “Picking a niche, in the beginning [of your creator journey], is very silly because you’ll probably end up switching. You should definitely pick a niche but don’t rush it until you’re ready. Start out following whatever you’re curious about and make cool content.”This flexibility allows creators to adapt and grow as their interests change, ensuring their content remains engaging and relevant to their audience.Niching comes down to where you are in your creator journeyPicking a niche means that: you have a lot of expertise or interest in one area and you can identify your ideal audience quicker and find your 1,000 true fans easier.Ultimately, it is a personal choice that depends on your goals and preferences. Whether you choose to niche down or not, the key is to create high-quality content that provides value to your audience.📬Check out this article for ideas to inspire your next piece of high-quality content.

Welcome to HubSpot Marketing News! Tap in for campaign deep dives, the latest marketing industry news, and tried-and-true insights from HubSpot’s media team. 
Microsoft is keeping generative AI front and center in its search products.
In January, the company extended its partnership with Open AI, the maker of ChatGPT with a multi-year investment believed to be worth $10 billion. The following month, Microsoft launched new AI-powered versions of its Bing search engine and Microsoft Edge web browser.
This week Microsoft announced the launch of Bing Image Creator — an AI-powered tool that allows users to create images at the click of a button (a major upgrade from WordArt).

One day you stopped using WordArt and didn’t even know it.— Microsoft (@Microsoft)
March 22, 2023

Users can type a brief image description into the chat window on Bing or upon clicking the Image Creator icon within Microsoft Edge to get custom images generated by OpenAI’s DALL-E.

Image Source
The feature is currently available for Bing and Microsoft Edge preview users.
In addition to image generation, Microsoft is rolling out Visual Stories and Knowledge Cards 2.0 to aid Bing users in their visual searches. With Visual Stories, search results can include AI-generated video and audio clips. The Knowledge Card 2.0 update will include visual search results such as infographics generated by AI.
What does this mean for marketers?
It’s clear that AI has the potential to streamline and automate tasks for marketers. While it’s no replacement for skilled marketers, AI’s ability to automatically generate imagery and written content can be a big time-saver for scaling teams.
Additionally, with companies like Microsoft integrating AI into search engines, it’s worth noting the potential impacts this will have on search-driven content.
With search results generating elements such as charts and graphs, creating content that includes fresh research, data, and insights will be crucial for marketers looking to generate traffic from searches. As search engines continue to get smarter, marketers will be tasked with creating standout content that is distinctly different from competitors.
Elsewhere in Marketing
The latest marketing news and strategy insights.
Snap’s generous monetization program draws attention from creators.
Meta’s paid verification program is now available in the US.  
TikTok ban: understanding the social and political ramifications.
Google opened the waitlist for Bard, its AI-powered chatbot and ChatGPT competitor.
YouTube rolled out its podcast studio to help podcasters distribute their shows on the platform.
Twitter is testing a new verification system that requires a valid government ID.

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As a small business owner, it can feel difficult – if not impossible – to compete against much larger businesses, especially well-established megacorporations. Good news, though. You don’t need a giant budget or established infrastructure to compete against those bigger brands and still turn a profit. In fact, there are lots of ways in which…
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How to auto add Chatter Followers to Record
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