The Role of Third-Party Cookies
A significant factor in this advertising ecosystem is the third-party cookie. These small pieces of data are critical tools for companies, enabling them to create targeted audiences and enhance user experiences across various devices. Whether switching from a desktop to a mobile application, third-party cookies ensure a seamless and personalized experience.
Just like any good thing, there are “bad” actions. Cookies can be used maliciously under certain circumstances. Cookies have been misused by session hijacking, cross-site scripting, cross-site request forgery, tracking and profiling, and Phishing. These reasons have begun this road to eliminate third-party cookies. Third-party cookies themselves are not inherently dangerous but may raise privacy concerns for some users. Major global privacy laws, such as GDPR, CCPA, and LGPD, impose strict regulations on collecting and using third-party cookies.
Data-Driven Decisions in Marketing
In the competitive world of digital marketing, data-driven decisions are crucial. Third-party cookies provide invaluable insights into consumer behavior, preferences, and trends. Marketers rely on this data to optimize campaigns, allocate budgets effectively, and ultimately drive better results. The ability to track user interactions and engagement across different platforms allows for more accurate targeting and personalization, which benefits both businesses and consumers.
What Happens When Cookies Crumble?
Imagine a world without third-party cookies. The transition could disrupt the marketing landscape, affecting user experience and product availability. Without tracking user behavior across platforms, companies might struggle to offer the personalized service we’ve all come to love.
For consumers, the wiping out of third-party cookies could mean a lot of meaningless ads. With no cross-site tracking at scale, “ consumers may see fewer ads that are relevant to them ,” says Gautam Mehra, cofounder of ProfitWheel, an ad analytics solutions platform. “So, people who have gotten used to personalized ads might just have an underwhelming experience,” he adds.
Impact on ReachMail Campaigns
ReachMail’s basic open tracking is not dependent on cookies, whether third-party or otherwise, so even if third-party cookies are phased out, email marketing with ReachMail will continue to offer powerful tracking and reporting. However, integrations with services like Google Analytics, which do rely on cookies, may be affected.
As we look toward the future, it’s clear that while third-party cookies have been valuable for marketers, their eventual elimination is on the horizon. Google's delay in removing these cookies provides some temporary relief, but increased regulation by various countries and states signals that changes are inevitable.
Fortunately, ReachMail's technology is well-positioned to thrive in a cookie-free environment. By continuing to provide robust tracking and reporting capabilities, ReachMail ensures that your email marketing efforts will remain effective, regardless of the evolving digital landscape. Staying informed and adapting to these changes will be crucial in maintaining successful marketing strategies.
Balancing Security and Functionality
Finding a balance between enhanced security and the functionality provided by third-party cookies is challenging. Eliminating these cookies entirely may seem like a step towards a more secure digital environment, but it also risks undermining the effectiveness of digital marketing strategies. As marketers lose access to critical data, they may face difficulties in making informed decisions, leading to less targeted (aka useful/welcome) ads and potentially higher marketing costs.
Economic Implications
The economic implications of this shift are significant. As marketing budgets increase to compensate for the loss of third-party data, these costs may be passed on to consumers through higher prices for goods and services. Additionally, smaller businesses relying heavily on third-party data for targeted advertising may find it harder to compete with larger companies with more resources to adapt to these changes.
Conclusion
Eliminating third-party cookies is a complex issue with far-reaching implications. While the move towards greater privacy and security is significant and, in many cases, welcome and warranted, it is essential to consider the potential downsides. A balanced approach that addresses privacy concerns without completely dismantling the current advertising ecosystem is necessary. By understanding the role of third-party cookies and the potential consequences of their elimination, we can work towards a digital landscape that prioritizes both security and functionality. For those using platforms like ReachMail, it is crucial to stay informed and adapt to these changes to continue making the best marketing decisions.
Stay tuned, stay informed, and let's navigate this digital evolution together!
So, let's walk through how Mailbox Providers (MBP) size up DMARC. They tend to approach your email with caution at first, assuming it might be fishy until proven otherwise. Proper authentication is your ticket to better deliverability. When you upgrade to an enforcement policy, you're basically telling MBPs, 'Hey, I've got this!' You're seizing the reins and taking charge of your domain.
Now that you've got this knowledge under your belt, it's time to take the reins with your domain. Senders should prioritize protecting their subscribers as much as they do their own Mailbox Providers (MBPs). But building a strong defense doesn't happen overnight. If you suddenly switch from no policy to rejecting with just one change, you might accidentally block all your emails with an impenetrable wall. It's smarter to transition your DMARC policy to reject gradually. This way, you stay in control while ensuring a smooth adjustment without giving your domain a case of whiplash.
DMARC doesn’t just affect your ESP traffic; it affects EVERY email sent to that domain. Here is a VERY conservative schedule to graduate all the way to reject. This moves weekly until you reach reject. Your policy is from None to Reject in 12 week’s time*. To obtain those policy changes, you will use the pct=* tag in your DMARC record.
| Policy to Implement | Policy (p=) | Percent (pct=) | part of DNS Record to update |
| None | none | - | ... p=none; ... |
| Quarantine 1% | quarantine | 1 | ... p=quarantine; pct=1; ... |
| Quarantine 5% | quarantine | 5 | ... p=quarantine; pct=5; ... |
| Quarantine 10% | quarantine | 10 | ... p=quarantine; pct=10; ... |
| Quarantine 25% | quarantine | 25 | ... p=quarantine; pct=25; ... |
| Quarantine 50% | quarantine | 50 | ... p=quarantine; pct=50; ... |
| Quarantine 100% | quarantine | - | ... p=quarantine; ... |
| Reject 1% | reject | 1 | ... p=reject; pct=1; ... |
| Reject 5% | reject | 5 | ... p=reject; pct=5; ... |
| Reject 10% | reject | 10 | ... p=reject; pct=10; ... |
| Reject 25% | reject | 25 | ... p=reject; pct=25; ... |
| Reject 50% | reject | 50 | ... p=reject; pct=50; ... |
| Reject 100% | reject | - | ... p=reject; ... |
This slow rollout process is not designed for everyone. Here is an example of a faster, less conservative approach. You can get your domain to Reject within 6 weeks*. However, this works better for domains that send a lot of email.
None
Quarantine 25%
Quarantine 50%
Quarantine 100%
Reject 25%
Reject 50%
Reject 100%
*This estimate is based on having successfully delivered within that week.
You can spend as much time in each stage as you need. If there is no pct tag in your DMARC report, the pct default is 100%. So you can move to p=quarantine for several weeks and then to p=reject. This is a more challenging transition but it is still possible.
1. Optimize Subject Line
The subject line is your first impression; make it count! Craft concise, attention-grabbing subject lines that pique curiosity and compel recipients to click open. Use ReachMail’s Subject Line Suggestor to craft the best subject lines.
2. Don't neglect the pre-header
The pre-header provides a sneak peek into your email's content. Use this space wisely to complement your subject line and entice recipients to open your email. Adding your preheader in ReachMail only varies based on the editor you choose.
3. Irresistible CTA
Your call-to-action (CTA) should be clear, compelling, and impossible to resist. Guide recipients towards the desired action, whether it's making a purchase, signing up for a webinar, or downloading a resource. Your email should always include 1 CTA. Multiple CTA’s can get confusing. You should have no more than 2 CTAs in your email for the best results.
4. Personalize Content
Tailor your email content to resonate with each recipient on a personal level. Address them by name, leverage past interactions, and offer relevant recommendations based on their preferences and behavior. ReachMail Personalization and Dynamic Content will help you tailor your recipient’s experience with your email.
5. Segment List
Not all subscribers are created equal. Segment your email list based on criteria such as time after joining, email engagement, and product usage. You'll increase relevance and engagement by targeting specific segments with tailored content.
Some potential segment criteria include
6. Conduct A/B Testing
Don't leave your success to chance. Experiment with different elements of your email campaigns through A/B testing . Test variations of subject lines, CTAs, content, and send times to uncover what resonates best with your audience.
Remember, these practices are not one-size-fits-all. Analyze your own email marketing statistics to track your successes and challenges and adjust your strategies accordingly. And if you're facing lower-than-average open rates, address common culprits like unqualified subscribers, lack of segmentation, inactive subscribers, and boring subject lines. Our List maintenance tool will guide you through your engagement and bounce data. This tool aids you in analyzing your list engagement.
Your email marketing success is within reach. Implement these best practices, analyze your results, and watch your engagement soar!
Elevate your email game this spring season with ReachMail's Inbox Previews feature. Seamlessly review how your emails render across a diverse array of widely used inboxes, encompassing both desktop and mobile versions. While we can't cover every potential inbox variation, our previews encompass a substantial sample of the most prevalent platforms. Dive deeper into customization by toggling images on and off within these previews, providing valuable insights into how your content transforms. Ensure optimal presentation and engagement across various platforms with ReachMail's Inbox Previews, empowering you to deliver impactful messages with precision.
Spring into success with ReachMail's cutting-edge Spam Analysis tool , designed to elevate your email performance. Leveraging the power of SpamAssassin, Barracuda, and cutting-edge AI, you can meticulously evaluate your email campaigns. SpamAssassin and Barracuda generate numerical scores, indicating your email's potential to excel—the lower the score, the higher the performance likelihood. Meanwhile, our AI tool offers detailed insights, providing a comprehensive spectrum of adjustments to enhance your email's impact. These tools are like springtime buds, guiding you towards optimization, though they don't promise delivery guarantees. Rise above the rest and cultivate greater engagement with ReachMail's Spam Analysis suite.
As you schedule your campaign, seize the opportunity to supercharge your strategy with ReachMail's Automations. Nurture your workflow effortlessly by automating essential tasks, much like tending to a garden in springtime. Enhance your workflow effortlessly by automating key tasks such as sending a comprehensive report 18 hours post-campaign, seamlessly copying campaign openers to a designated list or strategically tagging engagements within your audience. These fundamental automations streamline your process, ensuring efficiency and precision in your email marketing endeavors. Elevate your campaign management and maximize results with ReachMail's intuitive Automation features.
Last Updated: 2/28/2024
Last Edited: 10/05/23
An impressive 84% of marketers recognize email marketing as vital for business success. Nearly two-thirds of those marketers use open rates as their primary metric to measure the success of their email marketing efforts. Below is how that open rate is calculated.
|
Open Rate = |
Number of Opens |
|
Number of Emails Sent |
The number of opens is identified by downloading an "invisible" image that’s the size of 1x1 pixel when the email is opened. This is inserted within your ReachMail campaigns with HTML mailings. There are limitations on the opening pixel. These limitations continue to grow with the security increases by providers. Several strategies don't relay on open rates as a success measurement.
Utilizing your click-through rate involves examining the overall count of individuals who clicked through to engage with your call to action relative to the recipients of your message. This metric serves as another benchmark. A heightened click-through rate signifies an enhanced list quality, improved subject line, more enticing offers, effective call to action, better creative content, and more. To accurately discern these factors, comprehensive testing is essential.
Incorporating surveys to gain insights about your subscribers lets you identify individuals actively opening your emails. Incorporating surveys into your future emails holds strategic benefits for several reasons.
Firstly, surveys provide an excellent avenue to generate clicks within emails that might otherwise receive limited engagement. By offering diverse clickable options in your emails, you can understand the level of engagement among your readers.
Secondly, surveys serve as a valuable tool to collect firsthand data directly from your audience. You have the opportunity to inquire about their content preferences or gather specific information. Requesting details such as their geographical location or industry affiliation aids in refining audience segmentation, leading to a more personalized and tailored email experience.
Promote responses from your recipients. Receiving replies serves as another measurable metric to monitor email engagement. The intriguing aspect of this approach is the personal touch it adds. By encouraging replies, you demonstrate the human element behind the email's creation, transcending mere corporate communication.
With this perspective in mind, it's essential to establish a well-structured framework for managing these replies. Requesting responses in an email sent to a large audience simultaneously could potentially inundate your team handling the replies. However, seeking replies in the context of a welcome email, for instance, which is dispatched automatically at various intervals, is less likely to inundate your inbox significantly.
Examine user interactions on your website. As highlighted earlier, the objective of an email campaign seldom revolves solely around achieving opens or clicks. More frequently, it's the actions users take subsequent to clicking your email that hold significance.
If you can access tools such as Google Analytics or other website analytics platforms, leverage them to discern the post-email click user behavior. Ascertain metrics like the number of users making purchases or requesting demos. Frequently, the actions following an email click carry weight, and these valuable insights constitute the core of information to incorporate into your reports.
Whether you're an experienced pro or a newcomer to this event, you'll require top-tier tips and strategies to attract customers and optimize online sales. This comprehensive guide unveils five actionable Black Friday marketing concepts, empowering you with precise steps to initiate your campaigns. Along with these tips are some inspirations to throw some gas on the creative fire!
Getting rid of all the invalid addresses in your list is always a good place to start, but failing to address spam traps (honeypots) will continue to plague delivery results. Spam traps, bots, and other email threats will open and click on your messages, making them nearly impossible to address on your own. ReachMail List Cleaning services can help address both invalid addresses and dangerous ones.
Craft your ideal content with our Message Builder or Advanced Editor . After creating your content, take advantage of Litmus previews available within your account to assess its appearance on mobile devices and in dark mode. These previews also offer insights into your email's performance across leading inbox providers, ensuring your content retains its intended formatting and behavior.
These ads are specific to their brand and have one main focused Call to Action. The reputation they have built is not questioned by these emails. Carvana is still selling cars, and GasBuddy is just looking to expand its Pay platform.
Inspiration Idea #1: Show off your achievements for the year before your BFCM ads to get your brand in the eyes of your audience.
Inspiration Idea #2: Run a "Secret Santa" campaign by enabling folks to purchase and send gift cards digitally through email to their colleagues or acquaintances.
Leveraging personalized automations can significantly boost your holiday sales. Whether it's a follow-up on an abandoned cart or a timely reminder, these emails tailored to your exclusive target audience can greatly enhance your chances of sealing the deal this festive season.
The targeted nature of this email shows the reader that their work is noticed. It's no longer just a first name Personalization. It's very specific to their account. An abandoned cart email can be that perfect reminder to your customer that they might have left something behind.
Inspiration Idea #1: Personalize your clothing content for the gender of the recipient.
Inspiration Idea #2: Provide better offers to your VIP customers or use their shopping history to present the products they would be most interested in purchasing.
Have you ever found yourself torn between choosing two distinct subject lines, CTAs, or pre-headers? Why not let your audience make the decision for you! With ReachMail's A/B Testing feature, you can send a portion of your emails to a sample audience, analyze the outcomes, and then automatically direct the remaining emails to the version that performed better.
This is how A/B Testing works! ReachMail's A/B Testing sets up these two test emails for you and automates the process.
Inspiration Idea #1: Test your From name/sender name before you begin your biggest email season.
Inspiration Idea #2: Have one goal to test with your BFCM emails.
Expand the reach of your email campaign by seamlessly integrating ReachMail with your social media platforms. By sharing your email content on social media, you can broaden its visibility, thereby enriching your overall email marketing strategy.
You can use ReachMail to share that extra special deal or discount to your X(Twitter), Facebook, or LinkedIn pages to expand your reach to more than just the contacts on your list.
Last Updated: 6/13/2023
These are actual scenarios within the ReachMail platform. The simple change can make you the hero of that marketing meeting.
In the ever-evolving realm of marketing, change is the only constant. To stay ahead of the game, marketers must adapt to shifting trends and embrace new strategies. Gone are the days of mass mailings sent to an entire list. So, what changes have you made recently? Consider this: by reducing your total mailing list by a substantial 60%, you could actually experience a remarkable 20% increase in open rates. This might seem counterintuitive, but it highlights the power of targeted marketing. By tailoring your messages to specific segments, you can deliver content that resonates deeply with their needs, resulting in stronger connections and higher engagement.
We want to highlight this change hero with some data. The identifiable information is removed to protect the identities of all those involved.
This hero was initially sending with this result:
| Recipients | ||
| Sent | Received | Open Rate |
| 182,381 | 182,140 | 1.11% |
| 194,435 | 193,962 | 1.81% |
| 164,189 | 163,952 | 2.58% |
They made some adjustments to only send to engaged customers, and now they are sending with this result:
| Recipients | ||
| Sent | Received | Open Rate |
| 56,339 | 56,265 | 21.50% |
| 56,360 | 56,270 | 26.52% |
| 56,391 | 56,322 | 21.22% |
Notice the changes:
Furthermore, the importance of authenticity cannot be overstated in today's marketing landscape. Consumers are becoming increasingly discerning, seeking genuine experiences and trustworthy brands. One effective way to establish credibility and enhance your email marketing efforts is by authenticating your custom domain. By taking this step, you can increase your open rate by an impressive 10%. When recipients see a sender address that aligns with your brand and inspires confidence, they are more likely to open your emails, explore your content, and engage with your offerings. It's a simple yet impactful change that can yield significant results.
This hero was initially sending with this result and no authentication on the sending domain:
| Recipients | Bounces | |||
| Sent | Received | Open Rate | Soft | Hard |
| 29,682 | 28,405 | 10.60% | 1,261 | 16 |
| 28,833 | 27,780 | 13.21% | 1,053 | 27 |
| 1,858 | 1,821 | 15.71% | 37 | 0 |
A large number of the soft bounces were related to "policy violations". The hero authenticated their domain, and now they are sending with this result:
| Recipients | Bounces | |||
| Sent | Received | Open Rate | Soft | Hard |
| 3,431 | 3,427 | 30.99% | 4 | 0 |
| 17,880 | 17,834 | 28.77% | 46 | 8 |
| 1,714 | 1,709 | 18.67% | 4 | 1 |
Notice the changes:
In a world saturated with information, capturing and retaining your audience's attention is becoming increasingly challenging. To rise above the noise, marketers are exploring innovative techniques and cutting-edge tools. ReachMail continues to develop tools to enable this growth in your marketing programs.
In conclusion, the dynamic nature of marketing necessitates continuous adaptation. By adjusting your strategies to incorporate targeted marketing, authenticity, and interactive content, you can drive higher engagement and achieve remarkable results. Embrace change, experiment with new approaches, and stay vigilant in monitoring industry trends. Remember, the future of marketing success lies in your ability to adapt and innovate. So, ask yourself again: what changes have you made lately?
72% of
customers prefer email
as their primary channel for business communication. Black Friday and Cyber Monday are no exceptions. Email accounts for some of the year's highest open and click-through rates. With increased business traffic this holiday season, the competition for inbox and recipient engagement requires preparation. Reachmail is here to help you prepare to hit the inbox this year with our Black Friday 2022 Guide.
Solutions for your Data
The holiday season is the time to send your message to people who interact with your brand. ReachMail has List Cleaning built right in! Select your list, and the List Cleaning button will light up. List Cleaning will assure your data is free from emails that will hurt your deliverability. If your list data is full of traps and harmful emails, the delivery to your customers that do interact will suffer.
This year, we created our List Maintenance tool to help you view your list engagement and remove pesky bounces that can cause deliverability issues. This tool allows you to determine how long a recipient can be disengaged before removing them from your list. Be sure to discuss how long is too long for them not to engage. Using your best data will provide you with the best ROI possible this holiday season. With these tools, ReachMail is confident that you can make the 2022 holiday season the best.
Solutions for your Mailings
Now that you have the people you want to send your holiday deals to, it’s time to give them VIP treatment. ReachMail has several tools to help you provide the most tailored message to your recipients this Black Friday. ReachMaill offers Personalization of your message so your message can feel more like a conversation. The days of a general sale have fallen by the wayside. The customers want something tailored just for them. With little effort, you can use the data stored in your list to provide that type of personalized experience within ReachMail. Once you have personalized each message, it’s time to test that subject line. You have two or three great options, but you aren’t sure which will get you the most. Using A/B testing, you can test your message on some of the recipients in your list. This way, you know which of your brilliant, witty, and perfect subject lines get the best open rates.
What is DKIM? “km6CkeWuPf4AuCeM4JW1j6682X+0eA/vc8YkSso0lN7M7I” to us is gibberish, but to a mailbox provider, it is a sign that demonstrates your email has not been tampered with in transit along with your authority to use this sending domain. DKIM (Domain Keys Identified Mail) is one small layer in helping your emails appear secure. DKIM alone will not prevent email spoofing but will demonstrate your integrity as a sender. The best way to not end up in the spam/junk folders is to be better than a spammer in every way.
A DKIM record is a specially formatted DNS TXT record. DKIM signing is on by default in ReachMail. Therefore, all messages will sign with DKIM Keys automatically. We do encourage those with a custom domain to create their own custom DKIM signature. This will be specific to their domain. The more secure you can be about your sending domain, the less likely you will fall into trouble with spoofing/phishing attacks.
ReachMail has a Domain Authentication tool that will help create this record.
DKIM is not required to send mail. DKIM makes it less likely that you will end up in spam/junk folders. DKIM alone will NOT prevent those, but DKIM is a piece of that protection of your emails. DKIM also doesn’t prevent these attacks from “look-alike” domains. As your domain is “company.com,” DKIM does not prevent someone from using “company.net or company.org” from attempting to use your message. DKIM also does NOT encrypt your emails; it is an encrypted signature that shows your message came from you.
SPF (Sender Policy Framework) is another part of domain authentication. Coupled with DKIM, you are protecting your brand reputation and domain from bad actors. SPF allows email senders to define which IP addresses are allowed to send mail for a particular domain. DKIM, on the other hand, provides an encryption key and digital signature that verifies that an email message was not forged or altered. Domain authentication is part of our best practices to give you the best deliverability possible.
Email marketing services are a dime a dozen, but a quality email marketing service is like a needle in a haystack. Email marketing companies can quickly become expensive when you start to upscale, or be cumbersome with no one providing personal help. ReachMail focuses on email full time as we understand that it is a dedicated process. The landscape of email marketing is constantly changing and requires a watchful eye. Let us be that guide to watch over you as you traverse the common pitfalls of the email marketing world.
ReachMail offers more value for your hard earned money. With the extra savings our email marketing tools provide, you can spend more time focusing on outreach, boosting revenue, and customer retention. Our mission is to turn you into an email marketing expert and provide the simple to use tools to reach that goal.
Reaching that goal can be a challenge, but our support and responsive email delivery teams work for your business. Our support team offers phone support from Monday - Friday at normal business hours. We are committed to not only answering your questions but providing valuable insight from email marketing veterans. Along with our phone support we also provide documentation, ticket support via email, and offer webinars via appointment.
ReachMail prides itself on providing the additional help you need to ensure you’re getting what you need from your email marketing.
Understanding that email marketing isn’t a one size fits all solution is important when creating a package around your specific needs. ReachMail has been built to be as flexible as you need, with custom account configurations, multiple brand support, user permissions, transactional messaging, and a full fledged API. We offer custom pricing if our standard plans don’t fit within your budget or with what you specifically need for volume or list size. In the end, tailoring your email marketing experience to your specific needs is the ultimate sign of our success.