Once you successfully finish warming up your domain, you are ready to set up fully functional email campaigns to engage with your audience. Here are a few steps that you can follow to create an effective sending schedule that helps your business.

Build a schedule preferred by your audience

It’s essential to create a schedule so that you can send emails perfectly timed to your audience’s preferences. You can track your email metrics to identify patterns in engagement. Based on your recipient engagement, you can create an effective schedule to boost your open rates and build a strong relationship with your audience.

By tracking your emails daily, weekly, and monthly, you could identify and optimize your sending strategy according to different audience segments. This schedule will also help the ISPs identify your regular sending pattern and keep your reputation on the higher side.

Nurture your disengaged audience

Set up journeys to re-engage the audience who show lower engagement with your emails. It is recommended to start these email journeys only after you have finished your warm up successfully. Segment your audience into people who have engaged with you earlier but have shown low engagement and people who have never engaged with you. The challenges for these two are very different hence you need to approach them differently as well.

For previously engaged audience: 

• Let them know you have noticed that they have been disengaged 
• Send communication about the latest updates/products 
• Make every message personalized 
• Avoid sending too many emails and overwhelming them
• Offer an incentive or discount
• Send engaging emails with interesting subject lines 
  

For audience who never engaged: 

Sending emails continuously to subscribers who never open or engage with your emails signals the email provider that you might not be a reputable sender and your email gets moved to the spam folder. To avoid damage to your reputation, you need to clean your lists regularly and remove any inactive users. The earlier you identify this segment, the better. Before removing them altogether, you can try re-engaging with them to convert them into engaged subscribers.

• Create personalized and interesting subject lines to make them open
• Experiment with different formats of content and make it visually appealing
• Keep the email sending frequency to a minimum
  

Even after a re-engagement journey if you do not see them interact with your emails. Let them know that they will be missed and give them a final chance to opt to continue receiving your emails; further on, you can remove this list from your email campaigns.

Create advanced segments

After warming up and creating an email schedule, it is time for you to delve deeper into your audience segments based on their behavior. You can take advantage of advanced segmentation to send hyper-personalized emails that are relevant to your audience. You can segment them based on their purchase value, products ordered, location, touchpoint they entered, etc. to personalize offers and upsell/cross-sell products.

Adhere to recommended email marketing practices    

To keep your email deliverability higher, make sure that you always follow certain best practices. 

• Always keep your content specific and relevant to your audience
• Send communication that they have signed up for
• Follow a regular sending schedule
• Send emails to only opted-in subscribers
• Make it easy to unsubscribe
• Make it easy for your subscribers to update their profiles and manage preferences
• Clean your lists often
  

To learn more about the best practices, you can read this article on email deliverability

Track email performance 

You need to continuously monitor your email performance to track open rates, click rates, bounce rates, unsubscribe rates, and spam reports to make sure your customers are engaged and your deliverability is not suffering. 

In case you notice your deliverability going down, follow these steps to repair it