Rebranding and deliverability

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Rebranding and Deliverability

When undergoing a rebranding, it is essential to consider how it impacts your contacts and email marketing efforts. Effective handling of this transition ensures that your email deliverability remains robust. Failing to do so may lead to confusion among your audience, resulting in lower engagement rates and hindering your reputation with Internet Service Providers (ISPs). This article explores strategies to help maintain deliverability during a rebranding effort.

Introduction

Rebranding is often an exciting time for businesses, but it necessitates careful management of email communication with your audience. By ensuring effective recognition of your email campaigns, you can mitigate risks such as being flagged as spam or facing low engagement metrics.

Understanding how to transition your branding while informing your subscribers is crucial. This guide outlines best practices and strategies for effectively communicating your rebranding efforts while preserving high deliverability rates.

How to Access This Feature

While there is no specific UI element dedicated to "Rebranding and Deliverability," you can implement these best practices through your email campaigns managed within your ActiveCampaign account. This can typically be accessed via the **Campaigns** menu.

Step-by-Step Instructions

1. **Introduce Your New Brand**

  - Notify your contacts about the upcoming rebrand ahead of time. Communicate when the change will occur and what they can expect. 
  - Use a dedicated email campaign or include reminders in newsletters and social media posts. 

2. **Co-Brand Your Campaigns**

  - If applicable, consider co-branding your email communications for a period. Start this practice after your initial announcement to lessen confusion. This method allows contacts to become accustomed to your new brand gradually.

3. **Encourage Contacts to Add Your New Brand**

  - Remind your contacts to check their spam folders for your emails and encourage them to add your new email address to their contact list. If you change your domain, this step is vital to improve inbox placement.

4. **Maintain Your Original “Sent From” Information**

  - Try to keep your **From** name and email address unchanged, as this enhances recognition from your subscribers. Changing these details can reset your established sender reputation.

5. **Utilize Subject Lines Effectively**

  - Create compelling subject lines that introduce your new brand while still linking it to your previous brand. For example, "Introducing [My Brand New Brand] from [My Previous Brand]."

6. **Make It Easy to Unsubscribe**

  - Clearly display unsubscribe options within your emails, at a prominent location, preferably near the beginning. This encourages voluntary unsubscribing rather than spam complaints.

7. **Include a Subscription Reminder**

  - Add a reminder about your subscription within the email body. You can position it at the top or another visible area. Use the personalization tag %SENDER-LIST-REMINDER% to ensure this reminder is included when the email is sent.

Configuration Options and Settings

- **From Name**: Ensure you retain your original **From Name** unless necessary changes are mandated. - **Subscription Reminder**: Customize your subscription reminder under the **Lists** menu, where you can edit settings for each list. - **Personalization Tag**: When including reminders in your campaign emails, ensure correct usage of the %SENDER-LIST-REMINDER% personalization tag for accurate display.

Best Practices and Tips

- **Communicate Early**: Inform your audience about the rebranding well in advance to create anticipation and trust. - **Leverage Multiple Channels**: Use various communication platforms, including emails and social media, to inform and educate your audience. - **Monitor Engagement**: After your rebranding emails are sent, closely track engagement levels to assess how your audience is responding. - **Feedback Loop**: Encourage feedback regarding the new branding and make adjustments as needed based on audience insights.

Common Use Cases with Examples

- **Acquisition Rebranding**: If your brand is acquired, prompt your contacts to opt-in to communications for the new entity through customized emails. - **Incremental Introduction**: A tech company changing its logo might send out an email that includes both the old and new logos, aiding recognition.

Troubleshooting Section

- **Low Open Rates**: If your rebranded emails are seeing lower than expected open rates, consider revisiting your subject lines and **From** details. - **Spam Complaints**: If contacts are marking emails as spam, evaluate the communication frequency and clarify brand changes.

Related Features

- To enhance email efficacy, consider exploring related features such as Automation, which can assist in segment targeting during your transition, or other elements available within the Campaigns that focus on deliverability.

FAQ Section

1. What should I do if contacts don’t recognize my emails after rebranding?

  - Engage them with consistent and clear communication that reinforces brand recognition.
 

2. How can I prevent being blocklisted by ISPs during a rebrand?

  - Maintain familiarity in all email attributes and ensure recipients know about your changes.

3. Should I change my email domain during rebranding?

  - If changing, alert your contacts beforehand and encourage them to adjust their contact settings.

4. How long should I co-brand my emails?

  - While there is no set rule, co-branding should occur for several weeks to allow your audience ample time to adjust.

5. What if some subscribers are resistant to change?

  - Some may resist; hence providing clear value and reminders can help ease skepticism regarding your new brand.

6. Can I track deliverability rates post-rebranding?

  - Yes, actively monitor metrics via ActiveCampaign’s reporting tools to gauge deliverability performance.

7. What can I do if my emails are consistently landing in spam?

  - Adjust your sending strategies and ensure your email attributes are accurately aligned to enhance recognition.

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