Gmail tracks how people generally interact with your emails.
If users delete your emails as soon as it first pops up on their inbox, or if they bounce immediately after opening your mail, these are seen as negative signals and reduces your email deliverability rates.
The higher the percentage of users that dislike your emails (and yet do not unsubscribe), the lower your deliverability rates.
To test this, cull your lists, and improve open rates:
• Duplicate your existing email list.
• Remove people who have not opened your email in the last 4 to 6 months.
• Run your next campaign via this culled list.
• Expect a higher deliverability and open rate.
• Free Google Ad Credits: Google is providing free Google Ad Credits for SMEs who have advertised with Google since the beginning of 2019. Total sum of $340m to give away until end 2020. Learn more here.
• Facebook Small Business Grants: Facebook is providing $100m in free cash grants and ad credits to small businesses affected by the global outbreak. Learn more here.
• Support from us: Traktion has compiled a list of free remote working tools for startups, and we're also offering our Smart Dashboard for free as a 'mission control' for your company during these tough times.
Tapping into influencer marketing is often a mixed bag for startups and companies.
To keep advertising costs lean, use these tips to engage influencers:
• Work with micro and nano-influencers: These are influencers with 1k to 10k and 10k to 100k followers. The thing is, influencers often charge based on their follower numbers, and not their engagement metrics. Micro-influencers and nano-influencers influencers usually have a higher engagement rate, leading to lower CPM/CPC, and thus higher potential ROI.
• Watch out for inflated likes and verify authenticity: Fake engagement is unfortunately rife in Instagram with the advent of "engagement pods", which are groups where up to 20 users share their photos. Everyone in the pod then 'likes' and 'comments' on each post. Multiply these pods by the dozens, and the result is a facade that the influencer is popular. Get your analyst to check for red flags: If comments are repeatedly from the same users, full of emojis, and you find that the influencer repays the favour.
• Recycle influencer images for paid social ads: Run paid social campaigns on Facebook and Instagram using images that your influencers have created for you, alongside your existing campaigns. Remember to clarify with your influencers early on, in writing, that you intend to do this.
• To pay or not to pay: We believe that everyone should be paid for creative work. That being said, if you're offering a highly-priced product for free, or if you have a strong social mission, some influencers might accept the product as compensation.
Ensure that your e-commerce capabilities are updated the right way.
• Update your Google My Business listing: Update that your online sales channels are operating as per normal, even if your physical channels/stores might be closed or have reduced operating hours, so customers are redirected properly when they Google for your business.
• Update your store and social media: Make a post on your social media accounts and add a top banner on your website. Explain that you are operating as usual, taking hygiene precautions, and that customers should expect delivery delays due to production delays and/or courier logistics bottlenecks.
• Do NOT send an email simply to tell people you are open: The time has passed for companies to tell customers "What We Are Doing For COVID-19". Chances are customers don't care what your SaaS or e-commerce company is doing, and you piling on yet another mailer into busy inboxes will lead to furious unsubscribes.
• Contextualise your comms and send a freebie: That being said, do take a calm, reassuring, and clear tone in your communications. If you'd like to send a mailer, consider providing a freebie such as a discount code or gift-item, or to announce new and relevant products.