Contents

EN Underline
  1. In This Episode...
  2. What to WATCH Next
  3. What to LISTEN to Next
  4. What to READ Next

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In This Episode…

This week, Tim and Jess are joined by special guest, Abigail Daunton-Johns, Thinkplus’s Head of Content and Email Marketing, to discuss how you can create a high-ROI email marketing strategy for 2024.

Key Takeaways

  • In 2024, Gmail and Yahoo Mail are introducing updates to their spam filters to enhance email deliverability. The changes will primarily affect users sending mass emails, who will now need to focus on creating content that subscribers truly want to receive.
  • Unlike the unsubscribe rate, marking something as spam has more profound repercussions for a company. To minimize being marked as spam, companies should ensure their unsubscribe button is easily visible and accessible.
  • Technical elements such as Sender Frame Policy (SPF) records and DomainKeys Identified Mail (DKIM) can help authenticate emails, reduce spam, and improve deliverability.
  • Monitoring measures such as open rate, click-through rate, and unsubscribe rate can help to gauge the performance of emails. If there is a high unsubscribe rate, businesses should reconsider the relevance and value of their content.
  • Tailoring content to the interests of the audience, providing informative and value-packed information, and structuring emails as a journey with a clear call to action can help to increase engagement and drive conversions.

What to WATCH Next

What to LISTEN to Next