{"id":8310,"date":"2024-07-31T15:53:17","date_gmt":"2024-07-31T15:53:17","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/subscriber-acquisition-best-practices-following-gmails-spam-update\/"},"modified":"2024-07-31T15:53:17","modified_gmt":"2024-07-31T15:53:17","slug":"subscriber-acquisition-best-practices-following-gmails-spam-update","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/subscriber-acquisition-best-practices-following-gmails-spam-update\/","title":{"rendered":"Subscriber acquisition best practices following Gmail&#8217;s spam update"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p><a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/gmail-spam-updates-are-here-what-now\/\" target=\"_blank\">Gmail\u2019s new spam guid<\/a>elines have put email and CRM marketers in a bit of a pickle. Responsible list management to stay under spam thresholds means that subscriber volume will likely decrease over time.<\/p>\n<p>As if that dynamic weren\u2019t enough of a challenge, iOS 15 continues to throw a wrench into the works \u2014 any marketers using open rates to measure engagement are trying to make sense of a murky picture.<\/p>\n<p>To adapt to these new realities, here are some effective approaches for list management, subscriber acquisition and personalization in your email program.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-post-acquisition-list-management\">Post-acquisition list management<\/h2>\n<p>Generally speaking, there are two main initiatives that we recommend brands put into play for new subscribers:\u00a0<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-1-set-or-tighten-standards-for-when-to-remove-people-from-ongoing-sends\">1. Set (or tighten) standards for when to remove people from ongoing sends<\/h3>\n<p>New subscribers who haven\u2019t yet established a record of engagement are your riskiest segment, recency-wise. For this reason, it\u2019s critical to have good practices to identify both early engagers and non-engagers. Relegate the latter into a slow warm-up campaign quicker than they might have a year ago before the guidelines were published. <\/p>\n<p>For example, if you used to wait a year for users to engage, consider segmenting them into non-engagement lists in six months. In other words, if you\u2019re going to fail, fail fast to mitigate your spam risk.<\/p>\n<p>As <span style=\"box-sizing: border-box; margin: 0px; padding: 0px;\">you build systems to identify engaged and non-engaged users, remember that iOS 15 has\u00a0<a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/its-time-to-say-goodbye-to-your-email-open-rate\/\" target=\"_blank\">made open rates unreliable<\/a><\/span>. Gmail users checking their mail on iPhones won\u2019t register accurate open rates. I highly recommend using click metrics instead. Those engagements are more scarce, but you can rely on the data more confidently.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-2-set-up-stronger-automations-based-on-user-engagement\">2. Set up stronger automations based on user engagement.<\/h3>\n<p>Automations are key for moving new subscribers definitively into an engaged segment. Setting up automations based on types of engagement (e.g., site visits, products viewed, recipes viewed for CPG brands) can help you increase the value of the messages you\u2019re sending to your new users. <\/p>\n<p>This creates a nice, positive cycle: the larger your list of engaged users gets, the more often you can send them messages \u2014 and the more latitude you have to drive new customer acquisition.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/the-email-marketers-guide-to-effective-marketing-automation\/\" target=\"_blank\"><strong><em>The email marketer\u2019s guide to effective marketing automation<\/em><\/strong><\/a><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-using-acquisition-to-balance-subscriber-erosion-nbsp\">Using acquisition to balance subscriber erosion\u00a0<\/h2>\n<p>The downside of setting up your system to fail fast is that you\u2019re willingly opening yourself to subscriber decreases. The good news is that being more sure about your standards and giving yourself firm guardrails means you can get more aggressive about new subscriber acquisition.<\/p>\n<p>Once your tighter standards are in place, I recommend setting a revised acquisition target. For instance, try to grow your list by 10% in the next month and monitor how things shake out. Without a system to segment unengaged users and balance the loss with acquisition, you\u2019ll set yourself up to dump a bunch of users all at once when you get red-flagged for spam.\u00a0<\/p>\n<p>List acquisition and strict segmentation is an evergreen, regenerative approach that will smooth out any peaks and valleys \u2014 and keep you out of tough conversations with your leadership team. It also means you can take a responsible approach to acquisition instead of relying on shortcuts like list-sharing and list-buying, which leads to irrelevant users and higher spam risks.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/3-keys-for-better-email-engagement-in-gmail\/\" target=\"_blank\"><strong><em>3 keys for better email engagement in Gmail<\/em><\/strong><\/a><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-the-role-of-personalization-in-adherence-to-spam-guidelines\">The role of personalization in adherence to spam guidelines<\/h2>\n<p>Your single biggest ally in keeping new users in your engaged segment is <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/the-cmos-practical-guide-to-personalization\/\" target=\"_blank\">personalization<\/a> \u2014 both in terms of the content of your messages and when you\u2019re sending those messages.\u00a0<\/p>\n<p>Make sure you\u2019re using a <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/welcome-emails-have-best-click-to-open\/\" target=\"_blank\">welcome series<\/a> to capture signals that help you build a profile and personalize emails accordingly. For instance, if a user interacts with family-oriented or kid-oriented content, make sure you\u2019re capturing that information to use in future sends.<\/p>\n<p>You can<em> <\/em>put preference centers into play to ask users to give you their interests proactively, but very few people will give you that info. It doesn\u2019t really move the needle as much as systems in place that are picking up their cues.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-double-down-on-acquisition-retention-and-personalization\">Double down on acquisition, retention and personalization<\/h2>\n<p>If none of the above advice is particularly earth-shattering, good \u2014 it\u2019s gleaned from best email marketing practices. That said, even though it\u2019s logical advice, it\u2019s rare that we see brands coming to us with those fundamentals firmly in place. <\/p>\n<p>Use this as a cue to take a hard look at your list segmentation systems, your automations and personalizations and your reliance on open rates. My hunch is that you\u2019ll find plenty of ways to improve your odds of staying on the right side of Gmail\u2019s guidelines.<\/p>\n<p>\u00a0<strong><em>Dig deeper: <\/em><\/strong><a rel=\"nofollow\" href=\"https:\/\/martech.org\/3-keys-for-better-email-engagement-in-gmail\/\"><strong><em>3 keys for better email engagement in Gmail<\/em><\/strong><\/a><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><em>Contributing authors are invited to create content for MarTech and are chosen for their expertise and contribution to the martech community. Our contributors work under the oversight of the <a rel=\"nofollow\" href=\"https:\/\/martech.org\/staff\/\">editorial staff<\/a> and contributions are checked for quality and relevance to our readers. The opinions they express are their own.<\/em><\/p>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/subscriber-acquisition-best-practices-following-gmails-spam-update\/\">Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Gmail\u2019s new spam guidelines have put email and CRM marketers in a bit of a pickle. Responsible list management to stay under spam thresholds means that subscriber volume will likely decrease over time. As if that dynamic weren\u2019t enough of a challenge, iOS 15 continues to throw a wrench into the works \u2014 any marketers [&hellip;]<\/p>","protected":false},"author":3,"featured_media":8311,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-8310","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Subscriber acquisition best practices following Gmail&#039;s spam update - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/fr\/subscriber-acquisition-best-practices-following-gmails-spam-update\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Subscriber acquisition best practices following Gmail&#039;s spam update\" \/>\n<meta property=\"og:description\" content=\"Gmail\u2019s new spam guidelines have put email and CRM marketers in a bit of a pickle. 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