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Why Deliverability Should Be in Your Strategic Marketing Budget

Marketing Budget

 

What A Normal Marketing Budget Looks Like

 

B2B and B2C  marketing budgets look very different from one another. Collectively, though, you’ll see a range of things that marketers choose to set their focus on for the upcoming year. After doing some research on what some typical marketing expenses look like, I found some recurring answers. The top ten items (not in any prioritized order) deemed pertinent in a marketing budget were :

  1. Public Relations (press releases, etc.)
  2. Events (travel costs, sponsorship costs, etc.)
  3. Advertising (paid, social, print, etc.)
  4. Website (WordPress, renewing domains, etc.)
  5. Analytics (Google Analytics, or other outside tools used to monitor these)
  6. Branding (business cards, pamphlets, templates, company swag, etc.)
  7. Personnel (your employees and their salary.. (we matter, too)
  8. General Marketing (content, product, direct, email, etc.)
  9. Training (conferences, seminars, classes, etc.)

While all of these are important to a businesses marketing strategy and all play a serious part in helping the wheels of the company turn, there was something I wasn’t seeing. I started searching for what might get missed in the marketing budget that oftentimes businesses don’t account for. So, I looked into the email marketing budget specifically.

 

A Deeper Dive into the Email Marketing Budget

 

Litmus posted an article about priority and budget changes in 2018 for email marketing which gave a good look into what different companies were focused on when it came to their email marketing strategy this year. The top three things being personalization, automation, and A/B testing. Email marketing has so many aspects to it, if there is a designated email marketing budget, normally that money will go to an ESP or CRM, email campaigns, integrations, automation, content, analytics, etc. Behind all of these is a company offering a service for each one and sometimes you’ll get lucky enough to find a tool that offers an all-in-one, best bang for your buck service that is tailored for your needs. Say you allot enough money for someone to help deploy your emails, keep all your contacts, create fancy, interactive content, and measure your email’s performance, but do you keep some money in the budget if you encounter issues with your emails reaching the inbox-  one of most crucial ways of turning a lead into a customer?

 

Making Room for Deliverability in Your Marketing Budget

 

We often don’t foresee the issues that arise within a business. What do you do when the unexpected happens? Say your emails are going to Spam instead of the Inbox, can you say there is budget to hire the services to rectify that? If email marketing is a pivotal practice to your company in generating revenue, then email deliverability is something that should 100%  be incorporated into your marketing budget. It’s important to spend money on tools and resources to make sure your emails are getting the most engagement, opens, and clicks but it’s also important to have a plan if deliverability issues come up. How many times have you heard, “It’s just not in the budget” response?

 

Questions To Start Asking Now

 

Luckily there are preventative measures you can take to shy away from deliverability issues. Fulcrum Tech wrote an article on how the ESP you choose could be a result of the type deliverability results you’re having. There are steps you can take now to prevent poor deliverability and a lot of those are just following Email Best Practices. Familiarize yourself with the do’s and don’ts of email. If you don’t know what affects deliverability, you don’t know what questions to ask. Here are some basic example questions to ponder on and start asking your marketing and IT team.

  1. Is our infrastructure appropriately aligned with our sending practices?
  2. Do we need a subdomain? Is our current subdomain sending affecting our overall reputation?
  3. We have a new IP, is an IP warming plan something we need?
  4. Is a shared or dedicated IP best for our reputation based off of our sending volume?
  5. Do we have the proper email authentication in place (SPF, DKIM, and DMARC)?
  6. Are we hitting spam traps and filters?
  7. Do we know what each ISP specifically looks for when sending email?

And so many more! Don’t start asking these questions after it’s too late.

For more tips on deliverability, you can read our blog. You can also attend our monthly virtual classes on Email Deliverability Training. If you have deliverability questions or currently need deliverability help, contact us today.