Why Marketers need to Collaborate with IT for Improved Deliverability and open rates?

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Marketers must collaborate closely with IT specialists to guarantee that their emails are distributed to the persons entitled and that they’re opened and read as the digital ecosystem shifts. Collaboration is essential for effective email marketing, despite the perception that IT specialists and marketers have distinct areas of competence.

In this blog, we’ll discuss why marketing and IT should work together to enhance deliverability and open rates as well as how they may do so.

Why is collaboration between marketers and IT important?

Although marketers and IT specialists have different roles and skill sets, working together is crucial to the success of email marketing. Management of email servers, ensuring that emails are sent to the intended recipients, and putting security measures in place to stop spam and other undesirable emails are all tasks that fall within the purview of IT experts. Marketers, on the other hand, are responsible for creating engaging content, designing email templates, and analysing the results of email campaigns.

Collaboration between these two groups is significant because marketers can’t achieve their goals without IT’s help. Without IT professionals, emails may be filtered out as spam or blocked altogether, and email campaigns may fail to reach their intended audience. Marketing professionals and IT experts can work together to improve the deliverability and open rates of email campaigns, which will ultimately increase engagement and produce better results.

How can marketers and IT professionals collaborate effectively?

Marketing and IT experts need to be aware of each other’s duties in order to work together effectively. This may be accomplished by holding regular meetings and communicating often so that both parties can share their goals and tactics. Here are some concrete ways that marketers and IT specialists may work together to enhance the effectiveness of email campaigns:

  1. Email authentication

Implementing email authentication and authorization protocols like SPF, DKIM, and DMARC will help marketers increase email deliverability. These protocols verify that an email is actually from the sender it claims to be from, and help reduce the risk. 

of the email being marked as spam or phishing. To ensure that these procedures are arranged and used properly, marketers may work with IT to ensure that emails are delivered to recipients’ mailboxes.

  1. Data management and segmentation

Marketers and IT specialists may work together to ensure that email lists are handled correctly and categorised. Marketers may send customised emails to particular recipient groups by fragmenting their lists, which can enhance the communications’ relevancy and boost open rates. Information management may be helped by IT specialists, who can make sure the data is correct, current, reliable, and appropriately linked with the marketing automation system.

  1. Email design and content

Marketers may work with IT professionals to ensure that email template are designed to be compatible with a variety of email clients and devices. IT experts may assist with testing and optimisation to ensure that emails display properly across a variety of devices. The best practises for email content may also be suggested by IT professionals, such as avoiding particular words that might trigger spam filters.

  1. Observation and evaluation

IT specialists can offer insightful analysis of email performance, including open, click-through, and bounce rates. In order to discover areas for improvement, marketers can cooperate with IT to track email performance. Collectively, they may make data-driven strategies to enhance the effectiveness of email marketing.

Teamwork between marketers and IT specialists is crucial for effective email marketing in the modern digital environment. Marketers may increase email delivery by collaborating. Also, it can boost open rates, which will ultimately spur engagement and lead to improved outcomes. Both teams must cooperate successfully in order to adopt best practises for email authentication, data processing, email layout and contents, monitoring, and evaluation. They also must understand their respective roles and responsibilities. They may accomplish their objectives and help their organisation succeed by doing this.

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