{
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  "sourcesContent": ["import{jsx as e,jsxs as t}from\"react/jsx-runtime\";import{ComponentPresetsConsumer as a,Link as n}from\"framer\";import{motion as i}from\"framer-motion\";import*as r from\"react\";import{Youtube as s}from\"https://framerusercontent.com/modules/NEd4VmDdsxM3StIUbddO/bZxrMUxBPAhoXlARkK9C/YouTube.js\";export const richText=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"A/B testing involves comparing two versions (A & B) of a marketing asset, such as an email, landing page, or ad copy, to see which will be the most effective at achieving a specific goal.\"}),/*#__PURE__*/e(\"p\",{children:\"When A/B testing, it's important that you look at a large enough sample size that your data becomes meaningful. A/B testing with a small audience can lead misleading results as just one or two people can throw off your conclusions.\"}),/*#__PURE__*/e(\"p\",{children:\"It's also crucial to establish upfront what you're measuring. All-too-frequently, marketers will suggest running an A/B test to prove an idea, but if you don't know what success looks like, no amount of testing will give you an answer!\"}),/*#__PURE__*/e(\"p\",{children:\"Great A/B tests are run when there's a large enough sample size to make the testing worthwhile and meaningful, and a clear understanding of what the desired successful outcome looks like.\"})]});export const richText1=/*#__PURE__*/e(r.Fragment,{children:/*#__PURE__*/t(\"p\",{children:[\"Run an A/B test on your newsletter by splitting your audience in half and sending the same content with a different subject line to each half. You'll be able to see which subject line performs best in terms of \",/*#__PURE__*/e(n,{href:{pathVariables:{TD2S5BdS0:\"open-rate\"},unresolvedPathSlugs:{TD2S5BdS0:{collectionId:\"wy4aIHi9x\",collectionItemId:\"fs8PN3f41\"}},webPageId:\"MEtzdTSMB\"},nodeId:\"wy4aIHi9x\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"open rate\"})}),\" and take these lessons into your next campaign.\"]})});export const richText2=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"An email that is triggered when a user fails to complete a purchase. Abandoned cart campaigns are designed to tempt the user back to the page so that they will complete the purchase. \"}),/*#__PURE__*/t(\"p\",{children:[\"The subject line and copy of an abandoned cart email should include a clear CTA that provides a gentle yet actionable nudge. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"Approximately 45% of all abandoned cart emails are opened, making the technique incredibly effectively when done well. \"]}),/*#__PURE__*/e(\"p\",{children:\"In short, abandoned cart emails help capture what would have otherwise been a lost sale through direct engagement with the user who left the page. \"})]});export const richText3=/*#__PURE__*/e(r.Fragment,{children:/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,lPMvUL08JVUlb0svtzqrKQbHxiU.png\",\"data-framer-height\":\"1183\",\"data-framer-width\":\"1434\",height:\"591\",src:\"https://framerusercontent.com/images/lPMvUL08JVUlb0svtzqrKQbHxiU.png\",srcSet:\"https://framerusercontent.com/images/lPMvUL08JVUlb0svtzqrKQbHxiU.png?scale-down-to=512 512w,https://framerusercontent.com/images/lPMvUL08JVUlb0svtzqrKQbHxiU.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/lPMvUL08JVUlb0svtzqrKQbHxiU.png 1434w\",style:{aspectRatio:\"1434 / 1183\"},width:\"717\"})});export const richText4=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"The percentage of emails that are accepted by the ISP (internet service protocol). \"}),/*#__PURE__*/t(\"p\",{children:[\"Also referred to as the email delivery rate, the email acceptance rate measures how many emails were accepted compared with how many emails were rejected by the server.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"By following best practices, email marketers will see higher acceptance rates, meaning their emails will land in the inbox of subscribers rather than being filtered as spam. \"]}),/*#__PURE__*/e(\"p\",{children:\"While no guarantee the email will be opened, there is a far greater chance of user interaction when the email has been accepted by the mail server.  \"})]});export const richText5=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"Anti-spam laws\",/*#__PURE__*/e(\"em\",{children:\"\\xa0\"}),\"exist in various countries and territories around the world to\\xa0protect consumers from receiving unwanted (unsolicited) spam emails.\"]}),/*#__PURE__*/e(\"p\",{children:\"Most email service providers (ESPs) require that their customers agree to\\xa0anti-spam policies\\xa0in their terms and conditions.\"}),/*#__PURE__*/e(\"p\",{children:\"Anti-spam laws vary depending on the country you live in. If you're in the US, anti-spam laws can even vary by state. So before you send your first email campaign, be sure to check the legislation and rules where you're based, and where your audience is based, to avoid stepping on the wrong side of the law.\"}),/*#__PURE__*/t(\"p\",{children:[\"Please note, this is not legal advice. If you are keen to learn more how you can minimise your chances of sending spam, and ensure you are sending great emails to a highly engaged audience, check out the \",/*#__PURE__*/e(n,{href:{webPageId:\"EZDN2Xf3S\"},nodeId:\"wy4aIHi9x\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"EcoSend Blog\"})}),\" for advice and inspiration.\"]})]});export const richText6=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"The\\xa0\",/*#__PURE__*/e(n,{href:\"https://en.wikipedia.org/wiki/CAN-SPAM_Act_of_2003\",nodeId:\"wy4aIHi9x\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"CAN-SPAM Act of 2003\"})}),\"\\xa0pre-empted many of these laws, and GDPR legislation in Europe outlined many changes to how businesses should communicate with consumers.\"]}),/*#__PURE__*/t(\"p\",{children:[\"For improving your compliance to the CAN-SPAM Act, ensure to add your business address within your settings area \",/*#__PURE__*/e(n,{href:\"https://www.gosquared.com/setup/general\",nodeId:\"wy4aIHi9x\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"here\"})}),\". \"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,sFWMV4416mkNSI6SMuwuel860.png\",\"data-framer-height\":\"1798\",\"data-framer-width\":\"2872\",height:\"899\",src:\"https://framerusercontent.com/images/sFWMV4416mkNSI6SMuwuel860.png\",srcSet:\"https://framerusercontent.com/images/sFWMV4416mkNSI6SMuwuel860.png?scale-down-to=512 512w,https://framerusercontent.com/images/sFWMV4416mkNSI6SMuwuel860.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/sFWMV4416mkNSI6SMuwuel860.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/sFWMV4416mkNSI6SMuwuel860.png 2872w\",style:{aspectRatio:\"2872 / 1798\"},width:\"1436\"})]});export const richText7=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:'The word \"autoresponder\" originates from the two words \"automatic\" and \"response\". An autoresponder\\xa0is essentially an automated reply to an incoming email.'}),/*#__PURE__*/e(\"p\",{children:\"You've likely experienced an autoresponder when you try emailing a large company's support email address and immediately receive an email informing you that your message has been received.\"}),/*#__PURE__*/e(\"p\",{children:\"You've also probably experienced autoresponders when emailing a colleague or business acquaintance who's out of the office on holiday \u2014\\xa0the \\\"Out of office\\\" reply is a form of autoresponder too.\"}),/*#__PURE__*/e(\"p\",{children:\"When sending out a marketing campaign, the larger your audience the more likely you are to receive an influx of responses in the form of autoresponders \u2014\\xa0both from corporate catch-all mailboxes, and from contacts who are out of the office.\"}),/*#__PURE__*/e(\"p\",{children:\"You may also want to set up an autoresponder of your own if you are sending email campaigns frequently and want to ensure your recipients know how their replies are being handled.\"})]});export const richText8=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"BCC stands for blind carbon copy. \"}),/*#__PURE__*/t(\"p\",{children:[\"Using BCC in an email means only the sender can see the full list of recipients, adding a layer of security in terms of data protection. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"Another way to understand BCC is that it's the opposite of CC, which allows everyone who has been sent the email to see the other recipients of the message. \"]}),/*#__PURE__*/e(\"p\",{children:\"While CC is fine for internal communication, it wouldn't be suitable for external communication (whereby email addresses need to be protected), hence why BCC is used instead. \"})]});export const richText9=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"When sending an email to a group of people who aren't known to each other, i.e. they are customers rather than being part of your internal team. Usually, BCC is for sending mass emails which don't require a response. \"}),/*#__PURE__*/t(\"p\",{children:[\"BCC is also ideal when emailing customers about a change of details, whereby you need to send the same message to everyone but don't want the recipients to see other recipients. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"Or, if having a conversation with a customer and you want to tag in a manager, using BCC will allow your manager to view the messages without the customer being able to see.  \"]})]});export const richText10=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:'BIMI stands for \"Brand Indicators for Message Identification\".'}),/*#__PURE__*/e(\"p\",{children:\"The name may sound a little scary, but the result of BIMI is simple: consumers can see the logos of the brands they receive email from.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(n,{href:\"http://bimigroup.org/\",nodeId:\"wy4aIHi9x\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"BIMI\"})}),\" is a specification that enables brands to display their logo or avatar alongside emails they send, so recipients of their emails will see the brand's logo in their inbox. You may have seen this if you use a service like Gmail and subscribe to the newsletters of any brands using BIMI.\"]}),/*#__PURE__*/e(\"p\",{children:\"The goal of BIMI\\xa0is to give brands and trusted email senders more control over how they are represented in various messaging services.\"}),/*#__PURE__*/e(\"p\",{children:\"Using BIMI is a great way to help you brand's emails stand out from other emails that may not have gone to the effort of implementing their own \u2014 so consumers may be more likely to trust and open emails from brands who adopt BIMI.\"})]});export const richText11=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"IP addresses or email domains associated with spam.\"}),/*#__PURE__*/t(\"p\",{children:[\"Once an email domain is blacklisted it will have reduced delivery rates. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"By using a reputable email service provider (such as \",/*#__PURE__*/e(n,{href:{webPageId:\"augiA20Il\"},nodeId:\"wy4aIHi9x\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"EcoSend\"})}),\") email marketers can avoid being blacklisted. In addition, it's essential to follow good email practices so that emails are not flagged as spam by email servers or recipients, which could also lead to blacklisting. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"It is thought that 85% of all emails sent are spam, and blacklisting is one of the ways that email providers look to eliminate the problem to provide a better user experience.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"If an email address or domain is blacklisted, it can be challenging to recover from. Therefore, email marketers should be very aware of how to remain both trusted and compliant. \"]})]});export const richText12=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"The bounce rate in email marketing describes the percentage of emails which did not reach recipients. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"There are lots of reasons why an email may bounce. These can be summarised into two main types of bounces:\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Soft bounce:\"}),\" The email hasn't been delivered due to a temporary issue such as the recipient's mailbox being full. \"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Hard bounce:\"}),\" The email hasn't been delivered due to a permanent issue, which can include due to the email address being misspelt or no longer existing. \"]}),/*#__PURE__*/e(\"p\",{children:\"Email marketers need to watch their bounce rate carefully, as the standard benchmark is below 2%. \"}),/*#__PURE__*/e(\"p\",{children:\"If the bounce rate gets too high, your email service provider may mark your emails as spam. \"})]});export const richText13=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"If you send 1,000 emails to your subscribers and 980 messages sent but 20 messages bounced, the bounce rate would be 2%. \"}),/*#__PURE__*/e(\"p\",{children:\"Check out our helpful video below on how to lower your Bounce Rate:\"}),/*#__PURE__*/e(i.div,{className:\"framer-text-module\",style:{\"--aspect-ratio\":\"560 / 315\",aspectRatio:\"var(--aspect-ratio)\",height:\"auto\",width:\"100%\"},children:/*#__PURE__*/e(a,{componentIdentifier:\"module:NEd4VmDdsxM3StIUbddO/bZxrMUxBPAhoXlARkK9C/YouTube.js:Youtube\",children:t=>/*#__PURE__*/e(s,{...t,play:\"Off\",shouldMute:!0,thumbnail:\"High Quality\",url:\"https://youtu.be/E55zIx2DRn8\"})})})]});export const richText14=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"CC stands for carbon copy.\"}),/*#__PURE__*/t(\"p\",{children:[\"The purpose of CC is to include multiple recipients within an email.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"When using CC, all of the recipients of that message will be visible to other recipients. Therefore, CC should only be used for internal communication, whereby the ability for recipients to view other email addresses would not be a breach of privacy.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"If wanting to hide email addresses from other recipients, the sender should use BCC instead. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"Caution should also be applied CC'ing people unnecessarily, since every email has a carbon footprint. Therefore, mass email sending or long email threads should be discouraged unless necessary. \"]})]});export const richText15=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"A manager wants to tag all employees within a message with information about an upcoming meeting. Since all recipients are known to each other, CC is appropriate to use. \"}),/*#__PURE__*/e(\"p\",{children:\"Also, CC'ing avoids the need to email each recipient individually. \"})]});export const richText16=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"A law that applies to all commercial email messages to prevent unsolicited email communication.\"}),/*#__PURE__*/e(\"p\",{children:\"To comply with the Can-Spam Act, email senders must:\"}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Inform recipients where the sender of the message is located (a physical address)\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Identify the message as an ad\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Avoid using misleading subject lines \"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Provide the option for recipients to unsubscribe\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Honour opt-opt requests in a timely manner\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Monitor others who have access to their subscriber list (i.e. a marketing agency)\"})})]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Every email\"}),\" which violates the CAN-Spam Act can be subject to a $50,120 fine making non-compliance extremely costly. \"]}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]})]});export const richText17=/*#__PURE__*/e(r.Fragment,{children:/*#__PURE__*/t(\"p\",{children:[\"Churn in email marketing refers to amount of users unsubscribing from an email list.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"Another meaning for churn is when a business loses a customer. 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Those who do not respond can be removed from an email list. \"}),/*#__PURE__*/t(\"p\",{children:[\"Likewise, any contacts which don't wish to remain on a list can also opt-out.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"Another benefit of having a clean email list is that it is better for the planet, since companies will have lower carbon emissions as a result of sending fewer unnecessary emails. \"]})]});export const richText20=/*#__PURE__*/e(r.Fragment,{children:/*#__PURE__*/e(\"p\",{children:\"Cleantech (short for clean technology) refers to technology which reduces or eliminates environmental harm. This can be due to the use of renewable energy along with other ways of reducing waste and carbon emissions. Despite the name, cleantech companies can actually relate to various industries beyond technology including agriculture, food, transport, logistics and the chemicals industry. By developing cleantech solutions, any business can look to reduce its impact on the environment.\"})});export const richText21=/*#__PURE__*/e(r.Fragment,{children:/*#__PURE__*/e(\"p\",{children:\"A car that can be charged by solar-powered electricity, thus removing the need for fossil fuels to be used instead. \"})});export const richText22=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and engage a clearly defined audience, with the goal of driving profitable customer actions. Unlike traditional advertising that pushes products directly, content marketing provides information, education, or entertainment that resonates with the target audience, building trust, credibility, and long-term relationships. By offering something of value, businesses can nurture their audience over time, positioning themselves as industry experts or trusted resources, which can ultimately lead to increased brand awareness, customer loyalty, and conversions.\"}),/*#__PURE__*/e(\"p\",{children:\"A key principle of content marketing is that it prioritizes the needs and interests of the audience rather than directly promoting a product or service. This content can take many forms, including blog posts, articles, videos, podcasts, infographics, whitepapers, eBooks, webinars, and social media posts. The type of content used depends on the brand\u2019s goals and the preferences of its audience. For example, a B2B company might create in-depth whitepapers or case studies to showcase their expertise, while a lifestyle brand may rely more on visually engaging content like videos or Instagram posts to inspire and connect with its audience.\"}),/*#__PURE__*/e(\"p\",{children:\"Content marketing plays a crucial role in improving a brand's online visibility, particularly through search engine optimization (SEO). By consistently producing high-quality, relevant content that addresses the questions, pain points, or interests of the target audience, businesses can improve their rankings in search engine results. This, in turn, drives organic traffic to their website, increasing the likelihood of conversions. Moreover, content marketing helps with customer retention by keeping the audience engaged and informed, ensuring that the brand remains top-of-mind when they are ready to make a purchase.\"}),/*#__PURE__*/e(\"p\",{children:\"Another significant benefit of content marketing is its cost-effectiveness. While producing quality content requires time and resources, it often provides better long-term results than paid advertising. Evergreen content, which remains relevant over time, can continue to generate traffic and leads months or even years after its initial publication. Additionally, content marketing supports other digital marketing strategies such as social media marketing and email marketing by providing material that can be shared across platforms, amplifying its reach.\"}),/*#__PURE__*/e(\"p\",{children:\"Overall, content marketing is an essential strategy in today\u2019s digital landscape, where consumers are increasingly seeking informative, engaging, and meaningful interactions with brands. When executed effectively, it helps businesses build a loyal customer base and achieve sustainable growth.\"})]});export const richText23=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"The click-through rate is an important metric in email marketing. \"}),/*#__PURE__*/t(\"p\",{children:[\"Known as CTR for short, it measures the percentage of users who clicked at least one link within an email campaign. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"Naturally, the higher the CTR the better, since more traffic will be driven to the website. \"]})]});export const richText24=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"The click-through rate of email campaigns as seen in \",/*#__PURE__*/e(n,{href:\"https://ecosend.io/features/reports\",nodeId:\"wy4aIHi9x\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"EcoSend Insights\"})}),\" \"]}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,oBPHfzScImTrihVPtMHX7EN4g4I.png\",\"data-framer-height\":\"495\",\"data-framer-width\":\"628\",height:\"247\",src:\"https://framerusercontent.com/images/oBPHfzScImTrihVPtMHX7EN4g4I.png\",srcSet:\"https://framerusercontent.com/images/oBPHfzScImTrihVPtMHX7EN4g4I.png?scale-down-to=512 512w,https://framerusercontent.com/images/oBPHfzScImTrihVPtMHX7EN4g4I.png 628w\",style:{aspectRatio:\"628 / 495\"},width:\"314\"})]});export const richText25=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Click-to-open rate (CTOR) is a metric that compares the number of unique clicks to unique opens for a given email.\"}),/*#__PURE__*/e(\"p\",{children:\"This number is a good indication of how effective the subject line, images, design, and content performed.\"}),/*#__PURE__*/t(\"p\",{children:[\"Click-to-open rate is arguably a more helpful metric that just looking at the overall click-through rate, because it indicates, out of all the people who opened (and therefore \",/*#__PURE__*/e(\"em\",{children:\"saw\"}),\") your email, how many then decided to click a link.\"]}),/*#__PURE__*/t(\"p\",{children:['While it may sound similar, \"click-to-open rate\" is not to be confused with \"',/*#__PURE__*/e(n,{href:{pathVariables:{TD2S5BdS0:\"open-rate\"},unresolvedPathSlugs:{TD2S5BdS0:{collectionId:\"wy4aIHi9x\",collectionItemId:\"fs8PN3f41\"}},webPageId:\"MEtzdTSMB\"},nodeId:\"wy4aIHi9x\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"open rate\"})}),'\" or \"click-through rate\".']})]});export const richText26=/*#__PURE__*/e(r.Fragment,{children:/*#__PURE__*/e(\"p\",{children:'If 100 people opened your email, and 36 people clicked a link in it, your \"click-to-open rate\" would be 36%.'})});export const richText27=/*#__PURE__*/e(r.Fragment,{children:/*#__PURE__*/t(\"p\",{children:[\"A cold email is an email that has been sent to someone without any prior knowledge of the sender. Often, cold emails are used as an initial outreach tool. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"While cold emails are sometimes perfectly acceptable, a huge issue is that they are often seen as spam. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"To avoid this scenario, senders should take great care to personalise the content of the email, rather than sending mass emails (including those whereby only the name of the sender is changed). 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It leverages online mediums like search engines, websites, social media platforms, email, mobile apps, and digital advertisements to reach potential customers where they spend a significant amount of time \u2014 online. The objective of digital marketing is to engage with consumers, drive traffic to websites, generate leads, and ultimately convert these leads into customers.\"}),/*#__PURE__*/e(\"p\",{children:\"One of the defining features of digital marketing is its ability to offer precise targeting and measurable results. Unlike traditional marketing methods like print ads or billboards, digital marketing enables businesses to reach specific demographics based on factors like age, gender, location, interests, and online behavior. For example, pay-per-click (PPC) advertising allows businesses to display ads to users who are searching for specific keywords, ensuring the ad is relevant to the user's intent. Social media platforms, like Facebook and Instagram, provide tools to target users based on detailed personal data, making digital marketing highly customizable and cost-effective.\"}),/*#__PURE__*/e(\"p\",{children:\"A variety of techniques and channels make up the digital marketing ecosystem. These include search engine optimization (SEO), which focuses on improving a website\u2019s visibility in search engine results; content marketing, which involves creating and sharing valuable content to attract and retain customers; email marketing, which allows businesses to nurture leads and communicate directly with their audience; and social media marketing, which leverages platforms like Twitter, TikTok, and LinkedIn to engage with audiences and build brand awareness. Additionally, digital marketing encompasses affiliate marketing, influencer marketing, and paid advertising strategies like Google Ads and sponsored content.\"}),/*#__PURE__*/e(\"p\",{children:\"One of the greatest advantages of digital marketing is the ability to analyze and track the performance of campaigns in real-time. Tools like Google Analytics and social media insights allow businesses to assess how well their strategies are performing, from the number of clicks and conversions to the return on investment (ROI). This data-driven approach enables marketers to continuously refine their strategies, optimize content, and make informed decisions about future campaigns. In today\u2019s digital age, where consumers rely on the internet for information, shopping, and entertainment, digital marketing is essential for businesses to remain competitive and grow their customer base.\"})]});export const richText31=/*#__PURE__*/e(r.Fragment,{children:/*#__PURE__*/t(\"p\",{children:[\"Contacts are considered as disengaged when they no longer open emails sent to them. Typically, this is considered after around 6 months of inactivity, or after Bouncing from a consecutive series of emails. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"Avoiding disengaged subscribers is essential to maintain a clean email list. 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Double-opt-in can also be known as a \"confirmed opt-in\" or a \"verified subscriber\".',/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]}),/*#__PURE__*/e(\"h2\",{children:\"Why is double-opt-in important?\"}),/*#__PURE__*/e(\"p\",{children:\"By using double opt-in, you greatly reduce the chance of bot and spam email addresses making their way into your audience. Bots (hopefully) won't make it past this step, meaning you can be more confident the subscribers on your list are actual people who wish to receive your emails. This in turn helps to protect your sender reputation and helps you avoid being marked as spam.\"}),/*#__PURE__*/t(\"p\",{children:[\"Double opt-in also shows the subscriber has a higher level of interest because they need to take an extra step to confirm they wish to receive emails. This can lead to greater engagement and better results for your email marketing efforts.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})]}),/*#__PURE__*/e(\"h2\",{children:\"Can double opt-in lose me subscribers?\"}),/*#__PURE__*/e(\"p\",{children:\"A concern many marketers have with enabling double opt-in is losing subscribers.\"}),/*#__PURE__*/e(\"p\",{children:\"By adding any extra steps, you risk losing the motivation of the subscriber \u2014\\xa0putting up too many barriers between their intent and being able to complete their task.\"}),/*#__PURE__*/e(\"p\",{children:\"The reality is, if someone isn't willing to take the extra simple step to confirm their email address, they likely weren't that interested in receiving your emails in the first place.\"}),/*#__PURE__*/e(\"p\",{children:\"While you may lose a small number of potential subscribers, you make up for this loss by reducing the number of spam complaints and increasing the engagement of your audience.\"}),/*#__PURE__*/t(\"p\",{children:[\"Double opt-in is a sure fire way to make your email list \",/*#__PURE__*/e(\"em\",{children:\"more\"}),\" valuable and effective.\"]})]});export const richText34=/*#__PURE__*/e(r.Fragment,{children:/*#__PURE__*/t(\"p\",{children:[\"EcoSend is the world's first sustainable email marketing platform.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"Made by the GoSquared team, EcoSend runs on renewable energy sources and plants trees on behalf of its users. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"Every email sent can emit up to 26g of carbon depending on its size. 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If your email deliverability rate is poor, then this means you are sending campaigns which are not being recieved, which ultimately will lower your email ROI.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Many factors can impact your email deliverability. This includes your sender reputation, which can be based on the content of your subject lines along with the volume of emails you send in a certain timeframe. \"}),/*#__PURE__*/e(\"p\",{children:\"Other factors also exist, which is why it\u2019s important to read up on email best practices, especially if you want to fix a poor deliverability rate or maintain an existing good rate. \"})]});export const richText37=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"br\",{className:\"trailing-break\"})}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,Tw1vNg3Ik5CZN1i1Bk4plgDcauc.png\",\"data-framer-height\":\"300\",\"data-framer-width\":\"1200\",height:\"150\",src:\"https://framerusercontent.com/images/Tw1vNg3Ik5CZN1i1Bk4plgDcauc.png\",srcSet:\"https://framerusercontent.com/images/Tw1vNg3Ik5CZN1i1Bk4plgDcauc.png?scale-down-to=512 512w,https://framerusercontent.com/images/Tw1vNg3Ik5CZN1i1Bk4plgDcauc.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/Tw1vNg3Ik5CZN1i1Bk4plgDcauc.png 1200w\",style:{aspectRatio:\"1200 / 300\"},width:\"600\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"br\",{}),\"Imagine you send 500 emails to your subscribers as part of an email campaign.\"]}),/*#__PURE__*/e(\"p\",{children:\"For whatever reason, let\u2019s say 10 of those emails bounce, meaning only 490 emails were actually sent.\"}),/*#__PURE__*/e(\"p\",{children:\"Based on the above formula, this would give you an email deliverability rate of 98%.\"}),/*#__PURE__*/e(\"p\",{children:\"In general, an email deliverability rate of 95% and above is considered a good rate to aim for.\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Low email deliverability rates can result in damage to your sender reputation, meaning your emails may automatically be filtered as spam. \"})]});export const richText38=/*#__PURE__*/e(r.Fragment,{children:/*#__PURE__*/t(\"p\",{children:[\"An email domain describes the sections of an email address that follow the @ symbol. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"Email domains can be classed as generic (i.e. @gmail.com or @yahoo.com) or custom.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"It is preferred that businesses use custom email domains to boost brand recognition and so that any email communication looks genuine in front of customers. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"When selecting a \",/*#__PURE__*/e(n,{href:\"https://ecosend.io/blog/how-to-get-a-custom-email-address-for-your-business-in-2024\",nodeId:\"wy4aIHi9x\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"custom email domain\"})}),\" it's also important to think about the email domain extension such as .co.uk or .com. \"]})});export const richText39=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"An email domain used by customers on your mailing list (B2C) will probably use a generic email domain such as mybusinessname@gmail.com.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"As a business, a custom email domain would use both a custom prefix which comes before the @ symbol, as well as a custom domain following the @ symbol. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"For example: hello@mybusinessname.com \"]}),/*#__PURE__*/t(\"p\",{children:[\"For more instructions on setting up your email domain and DNS records, please see \",/*#__PURE__*/e(n,{href:\"https://youtu.be/REW-sNX9yhM\",nodeId:\"wy4aIHi9x\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"our tutorial here\"})}),\". \"]})]});export const richText40=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"Scrubbing an email list refers to the removal of inactive contacts.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"The purpose of email scrubbing is to ensure that only active and engaged contacts remain on a list, so that marketing campaigns have a better chance of being opened and read. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"Email scrubbing can be performed by using email marketing automation software such as \",/*#__PURE__*/e(n,{href:{webPageId:\"augiA20Il\"},nodeId:\"wy4aIHi9x\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"EcoSend\"})}),\". The software will automatically separate disengaged users. \"]}),/*#__PURE__*/t(\"p\",{children:[\"A re-engagement campaign can then be sent, and if no activity is generated, these contacts can be removed (or 'scrubbed') from the list. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"It is good practice to perform email scrubbing every few months to avoid large quantities of spam or inactive contacts building up on a list. \"]})]});export const richText41=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"Email marketing automation is when an email marketer uses software which streamlines and automates various aspects of email campaign creation, sending and monitoring.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"As well as storing user data, email marketing automation can create mass email campaigns, while giving the ability to segment users for more effective marketing. \"]}),/*#__PURE__*/t(\"p\",{children:[\"Email automation also allows for a better understanding of email campaign performance, with aspects such as bounce rate, click-through rate, open rate and much more easily available to view and track. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(n,{href:\"https://ecosend.io/\",nodeId:\"wy4aIHi9x\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"EcoSend\"})}),\" is one such example of an email marketing automation platform. \"]})]});export const richText42=/*#__PURE__*/e(r.Fragment,{children:/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,9ViIghiB2uf1dGIoJBIaPfZlS8.png\",\"data-framer-height\":\"1798\",\"data-framer-width\":\"2872\",height:\"899\",src:\"https://framerusercontent.com/images/9ViIghiB2uf1dGIoJBIaPfZlS8.png\",srcSet:\"https://framerusercontent.com/images/9ViIghiB2uf1dGIoJBIaPfZlS8.png?scale-down-to=512 512w,https://framerusercontent.com/images/9ViIghiB2uf1dGIoJBIaPfZlS8.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/9ViIghiB2uf1dGIoJBIaPfZlS8.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/9ViIghiB2uf1dGIoJBIaPfZlS8.png 2872w\",style:{aspectRatio:\"2872 / 1798\"},width:\"1436\"})});export const richText43=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"What is an email service provider (ESP)?\"}),/*#__PURE__*/e(\"p\",{children:'An email service provider (ESP) is a service that enables businesses to send email campaigns to an audience (often referred to as a a list of contacts or \"subscribers\").'}),/*#__PURE__*/e(\"p\",{children:\"Subscribers opt-in to receive email from the business \u2014 in the form of newsletters, marketing messages, product updates, and more.\"}),/*#__PURE__*/e(\"h2\",{children:\"Why should you use an email service provider?\"}),/*#__PURE__*/e(\"p\",{children:\"Unlike using an email service like Gmail for personal use, an email service provider is designed to enable a business to send thousands, if not millions of emails to an audience all at once.\"}),/*#__PURE__*/e(\"p\",{children:\"Choosing an ESP can be a smart investment for any business.\"}),/*#__PURE__*/e(\"p\",{children:\"With an ESP, businesses can communicate with their audience at scale, in a highly effective and economical manner. Not only can you update your audience at scale, you can also automate messaging to your audience, saving your team time and money.\"}),/*#__PURE__*/e(\"p\",{children:\"With the right ESP, you can give your subscribers, prospects, and customers a highly engaging, tailored communication journey, and drive up your engagement rates, retention rates, increase lifetime value, and dramatically improve brand loyalty.\"}),/*#__PURE__*/e(\"h2\",{children:\"What are some examples of ESPs?\"}),/*#__PURE__*/e(\"p\",{children:\"There are many email service providers to choose from, and the list is growing all the time. You won't need to look far to find some big names that offer email sending functionality. As an ESP ourselves, we may be a little biased in our recommendation of which tool to use, but we're passionate about what we do, so we'd love to show you more.\"}),/*#__PURE__*/e(\"h2\",{children:\"Why use EcoSend?\"}),/*#__PURE__*/e(\"p\",{children:\"EcoSend is the world's first and only climate-conscious email service provider. EcoSend is the number one choice for purpose-driven brands looking to send better email, while reducing the carbon footprint of their digital activities and be more mindful of digital sustainability.\"}),/*#__PURE__*/t(\"p\",{children:[\"With EcoSend, you can utilise the full range of features you'd expect from a top tier ESP, including lead capture forms, newsletter campaigns, advanced audience segmentation, automated campaigns, \",/*#__PURE__*/e(n,{href:{pathVariables:{TD2S5BdS0:\"double-opt-in\"},unresolvedPathSlugs:{TD2S5BdS0:{collectionId:\"wy4aIHi9x\",collectionItemId:\"hiWpYWfZe\"}},webPageId:\"MEtzdTSMB\"},nodeId:\"wy4aIHi9x\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"double-opt-in\"})}),\", powerful reporting, and great deliverability.\"]})]});export const richText44=/*#__PURE__*/e(r.Fragment,{children:/*#__PURE__*/t(\"p\",{children:[\"Email scrapers (also known as email extractors) collect email addresses from the internet so that email lists can be created.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"On the whole, email scraping tools are not considered good practice, since users have not agreed to be contacted by those who use the email addresses.\",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"While building an email list by genuine means may take longer, ultimately, if users have agreed to be contacted they are more likely to engage with the emails sent to them. \"]})});export const richText45=/*#__PURE__*/e(r.Fragment,{children:/*#__PURE__*/t(\"p\",{children:[\"Forms are a lead generation tool which can be placed on a website to collect user data. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"Users can enter a range of information including their email address, allowing businesses to build their lists for the purpose of email marketing.\"]})});export const richText46=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[\"With \",/*#__PURE__*/e(n,{href:\"https://ecosend.io/features/forms\",nodeId:\"wy4aIHi9x\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"EcoSend Forms\"})}),\", you can build out website Forms according to your requirements, using our drag & drop no-code technology. \"]}),/*#__PURE__*/e(\"p\",{children:\"EcoSend Forms are lightweight and easy-to-install, simply by pasting an iFrame straight into your site. 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Usually, this is either because the IP has been blocked or the email address no longer exists. \"}),/*#__PURE__*/t(\"p\",{children:[\"For more information on how EcoSend calculates Bounces, please see the article \",/*#__PURE__*/e(n,{href:\"https://ecosend.io/support/ecosend-insights-dashboard\",nodeId:\"wy4aIHi9x\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"linked here\"})}),\". \"]})]});export const richText49=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"High volume email sending is also known as mass email sending.\"}),/*#__PURE__*/e(\"p\",{children:\"It refers to marketers that require large send capabilities, which can be in excess of 200,000 subscribers. \"}),/*#__PURE__*/t(\"p\",{children:[\"It's good to note that sending the same message to everyone is discouraged, since segmentation will offer far more effective results. 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All you need to do is build a 'Smart Group' with filters to define your inactive contacts. \",/*#__PURE__*/e(\"br\",{}),/*#__PURE__*/e(\"br\",{}),\"Any inactive contacts can be sent an automatic re-engagement email. 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These individuals, known as influencers, can range from celebrities and social media stars to niche creators with smaller but highly engaged audiences. The essence of influencer marketing lies in the trust and credibility influencers have built with their followers. When an influencer endorses a product, it comes across as more authentic and relatable than traditional advertisements, as followers see influencers as trusted voices in their areas of expertise.\"}),/*#__PURE__*/e(\"p\",{children:\"Influencers typically operate across social media platforms such as Instagram, YouTube, TikTok, Twitter, and blogs. Depending on the brand\u2019s goals and target audience, the collaboration can take various forms, including sponsored posts, product reviews, unboxing videos, giveaways, or long-term ambassadorships. For example, a fashion brand might work with a popular Instagram influencer to showcase their latest collection through outfit photos and styling tips, while a tech company might partner with a YouTube influencer to review their newest gadget in detail. The influencer's content integrates the brand's message in a way that feels organic to their platform, making it more engaging for their followers.\"}),/*#__PURE__*/e(\"p\",{children:\"One of the key benefits of influencer marketing is its ability to reach specific target audiences in a more personalized manner. Brands can select influencers based on their niche, ensuring that the influencer\u2019s followers align with the brand\u2019s target market. This is especially valuable for reaching younger, digital-native audiences, as influencers often have a deep understanding of the preferences and behaviors of their followers. For instance, a beauty influencer with a dedicated audience of makeup enthusiasts can help a cosmetic brand reach potential customers who are genuinely interested in the product.\"}),/*#__PURE__*/e(\"p\",{children:\"The success of influencer marketing is measurable, with performance indicators such as engagement rates, follower growth, website traffic, and conversions. Through tools like affiliate links, discount codes, or trackable URLs, brands can directly track the ROI of their influencer campaigns. This data-driven approach allows brands to refine their strategies and build ongoing partnerships with influencers that consistently deliver results.\"}),/*#__PURE__*/e(\"p\",{children:\"In today\u2019s digital age, influencer marketing has become a multi-billion-dollar industry and a vital part of many brands\u2019 overall marketing strategies. It capitalizes on the power of social proof and word-of-mouth, allowing brands to tap into established communities, foster brand loyalty, and drive sales through authentic, trusted recommendations.\"})]});export const richText53=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"Integrated marketing is a strategic approach that combines and coordinates multiple marketing channels and tactics to deliver a consistent, cohesive message across all platforms. The goal of integrated marketing is to create a seamless and unified brand experience for the customer, whether they encounter the brand through traditional advertising (such as TV, radio, or print), digital channels (like social media, email, or search engines), or in-person experiences (such as events or in-store promotions). By ensuring that all marketing efforts are aligned and reinforce the same core message, integrated marketing maximizes the impact of each campaign, builds brand recognition, and enhances customer engagement.\"}),/*#__PURE__*/e(\"p\",{children:\"At the heart of integrated marketing is the concept of consistency. When a brand\u2019s messaging, visuals, tone, and positioning are consistent across all touchpoints, it creates a stronger brand identity and helps to build trust with the audience. For example, a brand running a product launch campaign might use the same tagline, color scheme, and imagery in its social media ads, website banners, email newsletters, and print materials. This repetition and uniformity reinforce the brand's message, making it more memorable and recognizable to the audience.\"}),/*#__PURE__*/e(\"p\",{children:\"Integrated marketing also emphasizes the importance of cross-channel synergy, where different marketing efforts complement and amplify each other. A well-executed integrated marketing campaign ensures that each channel plays its unique role while contributing to the overall strategy. For instance, a brand may use social media to build awareness, email marketing to nurture leads, and in-store promotions to close sales. When these tactics work in concert, they create a more comprehensive and effective customer journey. The various touchpoints reinforce one another, moving customers along the sales funnel and increasing the likelihood of conversions.\"}),/*#__PURE__*/e(\"p\",{children:\"To implement integrated marketing successfully, businesses need to have a clear understanding of their brand\u2019s message, goals, and target audience. It requires careful planning and collaboration between different departments (such as advertising, PR, digital marketing, and sales) to ensure that all efforts are aligned. Additionally, integrated marketing campaigns often rely on data analytics to track performance across channels and make informed adjustments to optimize results. By leveraging insights from customer behavior and engagement, marketers can refine their strategies to ensure the right message is being delivered to the right audience at the right time.\"}),/*#__PURE__*/e(\"p\",{children:\"In conclusion, integrated marketing is an approach that unifies various marketing efforts into a cohesive strategy, ensuring consistent messaging across multiple channels. This strategy increases brand recognition, enhances customer engagement, and improves overall campaign effectiveness by creating a seamless, aligned brand experience at every customer touchpoint.\"})]});export const richText54=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"A landing page in email marketing is the destination users will be taken to when they click on links throughout your email campaign.\"}),/*#__PURE__*/e(\"p\",{children:\"Having a compelling call-to-action (CTA) is only half the battle. That's because, if the landing page doesn't meet expectations it won't encourage conversions. Instead, marketers need to consider both the CTA and landing page in terms of quality and relevance.\"}),/*#__PURE__*/e(\"p\",{children:\"Always ensure your landing page links are live and that the link also works. \"}),/*#__PURE__*/e(\"p\",{children:\"From there, the landing page itself should offer plenty of functionality for users to keep them on the page for as long as possible. \"})]});export const richText55=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"It's possible to create a custom landing page for a link, or to link to an existing page on your website.\"}),/*#__PURE__*/t(\"p\",{children:[\"For instance, if we created a link to the EcoSend homepage within an email campaign, we could simply use the anchor text \",/*#__PURE__*/e(n,{href:\"https://ecosend.io/\",nodeId:\"wy4aIHi9x\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:/*#__PURE__*/e(\"strong\",{children:\"EcoSend\"})})}),\". \"]}),/*#__PURE__*/e(\"p\",{children:\"If you have an ecommerce website, then your landing page link could point to a certain product or even a sale. \"}),/*#__PURE__*/e(\"p\",{children:\"Choose which landing pages you link to carefully so that your marketing objectives will be achieved. \"})]});export const richText56=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Open rate\"}),\" is a fundamental metric in email marketing that measures the percentage of recipients who open a specific email out of the total number of emails delivered. It is calculated by dividing the number of unique opens by the number of emails successfully sent (excluding bounces) and then multiplying by 100 to express it as a percentage. For example, if you send out 1,000 emails and 200 recipients open them, your open rate is 20%. This metric provides valuable insight into how effectively your email campaigns are engaging your audience at the most basic level\u2014getting them to open your messages.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Several factors influence open rates, making it a multifaceted indicator of an email campaign's initial success. \",/*#__PURE__*/e(\"strong\",{children:\"Subject lines\"}),\" play a crucial role; a compelling or personalized subject line can significantly increase the likelihood of an email being opened. Personalization tactics might include using the recipient's name or tailoring the subject to their interests or past behaviors. \",/*#__PURE__*/e(\"strong\",{children:\"Sender reputation\"}),' is another important factor. Emails from recognized and trusted senders are more likely to be opened, so maintaining a consistent \"from\" name and email address can build familiarity and trust over time. Additionally, the ',/*#__PURE__*/e(\"strong\",{children:\"timing\"}),\" of when an email is sent can impact open rates. Sending emails when your target audience is most likely to check their inbox\u2014considering factors like time zones and typical work hours\u2014can improve engagement.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Monitoring open rates is essential for evaluating and optimizing email marketing strategies. A low open rate may indicate issues such as ineffective subject lines, poor sender reputation, or misaligned content that doesn't resonate with the audience. It could also signal problems with email deliverability, where emails are being filtered into spam folders or blocked by email service providers. By analyzing open rates in conjunction with other metrics like \",/*#__PURE__*/e(\"strong\",{children:\"click-through rates\"}),\" and \",/*#__PURE__*/e(\"strong\",{children:\"conversion rates\"}),\", marketers can diagnose problems and make informed adjustments to their campaigns.\"]}),/*#__PURE__*/t(\"p\",{children:[\"Improving open rates involves several best practices. Crafting \",/*#__PURE__*/e(\"strong\",{children:\"engaging subject lines\"}),\" that are clear, concise, and relevant can capture the recipient's attention. \",/*#__PURE__*/e(\"strong\",{children:\"Segmentation\"}),\" of email lists allows for more targeted messaging, ensuring that content is relevant to specific groups within your audience. \",/*#__PURE__*/e(\"strong\",{children:\"A/B testing\"}),\" different subject lines, send times, and content can provide data-driven insights into what resonates best with your audience. Ensuring that emails are \",/*#__PURE__*/e(\"strong\",{children:\"mobile-friendly\"}),\" is also crucial, as a significant portion of email opens occur on mobile devices. A poorly formatted email on a smartphone can deter recipients from engaging with your content.\"]}),/*#__PURE__*/e(\"p\",{children:'It\\'s important to note that while open rates are a useful metric, they are not always perfectly accurate due to the way email tracking works. Open rates are typically tracked using a tiny, invisible image embedded in the email; when the image is downloaded, it registers as an \"open.\" However, if a recipient has images blocked or views the email in plain text, the open may not be recorded. Conversely, some email clients may automatically load images, potentially inflating open rates. Despite these limitations, open rates remain a valuable indicator of engagement and are widely used to gauge the effectiveness of subject lines and the overall appeal of email campaigns.'}),/*#__PURE__*/e(\"p\",{children:\"In conclusion, the open rate is a critical metric in email marketing that measures the initial engagement level of your audience. By understanding the factors that influence open rates\u2014such as subject lines, sender reputation, timing, and personalization\u2014marketers can optimize their email strategies to improve engagement. Regularly monitoring and analyzing open rates enables continuous improvement, helping to enhance overall campaign performance and achieve marketing objectives.\"}),/*#__PURE__*/t(\"p\",{children:[\"If you're struggling with subject line ideas, \",/*#__PURE__*/e(n,{href:\"https://ecosend.io/subject-line-generator/\",nodeId:\"wy4aIHi9x\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"try our free AI Subject Line Generator\"})}),\" to spark some inspiration.\"]}),/*#__PURE__*/e(\"h2\",{children:\"Why open rate can be unreliable as a metric\"}),/*#__PURE__*/e(\"p\",{children:\"Open rate has become less reliable over time for a variety of reasons.\"}),/*#__PURE__*/e(\"p\",{children:\"Critically, changes to email platforms and an increased focus on privacy, mean more inbox providers are implementing techniques to make it harder to track opens.\"}),/*#__PURE__*/t(\"p\",{children:[\"Digital marketing consultancy Econsultancy has a good summary of the reasons \",/*#__PURE__*/e(n,{href:\"https://econsultancy.com/email-open-rate-success-metric/\",nodeId:\"wy4aIHi9x\",openInNewTab:!0,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"why marketers should approach open rates with caution\"})}),\".\"]})]});export const richText57=/*#__PURE__*/e(r.Fragment,{children:/*#__PURE__*/e(\"p\",{children:\"If you send an email to 100 contacts, and 40 contacts open the email, your open rate is 40%.\"})});export const richText58=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:'An \"opt out\" is another phrase for an \"unsubscribe\" \u2014 a request to be removed from an email list.'}),/*#__PURE__*/e(\"p\",{children:\"An opt-out request may apply to a specific set of messages (e.g. a drip campaign for a specific upcoming event), or it may be a blanket opt-out request to stop receiving any and all email from the sender.\"}),/*#__PURE__*/t(\"p\",{children:[\"To comply with the\",/*#__PURE__*/e(n,{href:\"https://www.ftc.gov/tips-advice/business-center/guidance/can-spam-act-compliance-guide-business\",nodeId:\"wy4aIHi9x\",openInNewTab:!1,smoothScroll:!1,children:/*#__PURE__*/e(\"a\",{children:\"\\xa0CAN-SPAM Act\"})}),\", an opt out link needs to be included in every email marketing campaign. Opt out requests need to be honoured within 10 days of the sender receiving them.\"]}),/*#__PURE__*/e(\"p\",{children:'The vast majority of modern email marketing platforms offer a way for recipients to opt out of emails. The best email marketing platforms make it easy for subscribers to opt out \u2014 it\\'s better for everyone if a subscriber can opt out easily, otherwise they will turn to the \"mark as spam\" button \u2014\\xa0which can lead to reputation and deliverability issues down the line.'})]});export const richText59=/*#__PURE__*/t(r.Fragment,{children:[/*#__PURE__*/e(\"p\",{children:\"A type of email campaign sent to inactive contacts to determine if they still want to be kept on the list. By only keeping active contacts, email lists can remain healthy with higher open rates compared with inactive contacts. \"}),/*#__PURE__*/e(\"p\",{children:\"If a contact hasn't opened an email within the last 6 months, then a re-engagement campaign should be sent. 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ROI is usually expressed as a percentage.'}),/*#__PURE__*/e(\"p\",{children:'For example, you might want to know the \"ROI\" for an advertising campaign that you spent $100 to help you understand whether you should do a similar campaign in the future.'}),/*#__PURE__*/e(\"p\",{children:\"To calculate the return on investment of your $100 campaign, do the following sum: (Profit minus Cost) / Cost * 100.\"}),/*#__PURE__*/e(\"p\",{children:\"If your profit from the campaign was $1,000, then your sum would be: ($1,000 - $100) / $100 * 100 = ($900 / $100) * 100 = 900%. Needless to say, 900% is a very good result for the ROI of a campaign!\"}),/*#__PURE__*/t(\"p\",{children:[\"Sometimes the difficult part is figuring out the \",/*#__PURE__*/e(\"em\",{children:\"profit\"}),\" you made and whether it was entirely attributable to the investment you made. 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