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Emails remain a solid contender in the world of marketing. If you are looking to generate leads via outreach, then emails are perhaps the safest and highest converting medium to do it.
However, launching an email lead-generation campaign requires more than compelling copy and a well-defined audience. A lot of work goes into an email campaign. Perhaps the most overlooked part is the technical side of things.
Without proper technical readiness, you can sabotage your email campaign even before it starts. That’s because without the right setup, your email deliverability, compliance, and accuracy will suffer dramatically.
Without them, your domain reputation will tank, and your email campaigns will fail before they even begin. So, let’s learn how you can ensure the technical readiness before launching an email lead-generation campaign.
By far, the most important thing about your emails is their deliverability. If they can’t even reach the inbox of your audience, then they have failed. Email delivery is mostly dependent on your DNS settings.
There are several DNS records that are used for authenticating your email servers and domains. They are called:
SPF Records
DKIM Records
DMARC Records
SPF records are used for authenticating which domains and IPs can send emails using your email domain name. This prevents spoofing of your emails.
DKIM records use a hash to verify that the email itself has not been tampered with.
DMARC tells recipient servers what to do with emails that fail the SPF and DKIM checks. It also sends data back to an email address that you define to tell you about emails that fail the checks, so you can take appropriate measures.
These records must be published flawlessly because they protect your sender's reputation and prevent email receiving services from flagging your emails as spam. This improves your email deliverability. So, always use an online DNS lookup tool to check and verify their status.
Other than these, you will need redundant servers that can take over in case of outages or errors, so that your emails are never stuck on your end.
Technical readiness also encompasses data accuracy and how it is integrated with your email system. Here are the main things you need to check before starting your lead-generation campaign.
Ensure that all recipient accounts in your email list are active. Inactive accounts increase the number of unopened emails, which lowers your sender’s reputation.
When pulling data from various sources such as CRMs, email lists, spreadsheets, and landing pages, make sure that everything is in the same format. This is necessary for your email system to read it all properly.
Delete duplicate entries before sending out your emails, as you don’t want the same person to receive the same message twice.
Ensure that CRMs, email automation systems, and other data sources are synced properly so that changes and updates in one source are reflected in all the others, too. Otherwise, you will find yourself working with multiple copies of data, some of which will be outdated.
Ensure that audience segmentation is working properly, as you don’t want emails intended for one type of audience reaching a different type.
You will have to do some testing to ensure that all your data systems are working correctly.
Part of the technical readiness checklist is performance optimization and user data security. If you are not handling the data securely, then you can open yourself up to a lawsuit.
A lead generation campaign will also increase the traffic on your site, so you have to make sure your servers can handle the increased load.
So, you will have to ensure the following things:
All data is encrypted both during storage and transit.
Comply with the privacy regulations that apply to you.
Servers can scale to handle more traffic
Your CRMs can handle the increased workload.
This is mandatory for a smooth campaign. If you are unable to do it, then during the campaign, your platform will be down, and people will be unable to access it. This will reduce your trust and make your lead-generation campaign useless.
Another important part of technical readiness is to have monitoring systems ready. Anything can go wrong during the campaign. The monitoring system’s job is to detect it early so you can find a fix.
Issues that you need to monitor in an email campaign are as follows.
Email delivery
Email bounce rates
Server response times
Any other irregularities across the lead-generation workflow (e.g, signup page not working).
You will also need some fallback mechanisms in case you do run into problems when the campaign is live. To understand what you will need, you should do a test run in life-like circumstances to see what problems occur. The solution will naturally come to you after.
Technical readiness is the unseen backbone of a successful email lead-generation campaign. Your exquisite copy, CTAs, and engagement generation methods are all useless if they are not backed by technical readiness.
Ensuring every system is configured correctly increases campaign effectiveness and protects long-term engagement potential. By using reliable technical tools and processes, organizations can support smooth campaign execution and maximize return on investment.
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