Email Deliverability: marketing guide – Elastic Email


Email marketing One of the most important channels that businesses can use to reach their audience People signing up for your email list means they’re interested in what you have to offer.

As a result, expect higher open and click-through rates to be generated from the emails you send, which means more conversions and revenue growth. In fact, every dollar has been spent Email marketingYou could be 42 rich, assuming you observe the best email practices.

However, this is only possible if your emails arrive in your email subscribers’ inbox The emails you send are likely to go directly to the spam folder – if they receive them at all.

Aside from a solid construction Email marketing strategies and campaigns, You also need to tighten the nuts and bolts of your operation. When sending emails, email delivery should be at the top of your list.

What is email delivery?

Email delivery Refers to the ability to successfully send emails to customers.

Ideally, you want all the emails you send to reach their destination so that your ROI and revenue are maximized. However, according to EmailToolTester, the average delivery rate is 85.3%. That means an average of one in five emails sent failed to arrive in the inbox. While approximately 15% of failed emails may seem like a small number to someone, it adds up to thousands of emails accumulated over time that serve as a missed opportunity for potential conversions.

The majority Email delivery Fall into the email platform you are using. Email tools may share similar features, but their distributability rates vary for a variety of reasons, some of which we will discuss later.

To test Email delivery, These email service providers send emails from dedicated IP addresses that they use to a test group of email addresses that represent the top ISPs their clients are sending. The results should be able to give them a general idea of ​​how many emails have been successfully delivered.

From here, they can create internal scores that measure Email delivery Volume, based on spam complaints from recipients, and bad addresses, to name a few.

To help verify the delivery rate of your email campaigns, you can use the tool to monitor the reputation of your IP and domain. As mentioned, the lower the sender’s score, the more people will not receive your email.

What affects email delivery?

Here’s one Various factors that affect email Distributability. Below are some things you should be aware of:

The sender’s reputation

As mentioned, the sender’s reputation determines how high or low you are Delivery rate The goal is to increase your reputation to a level where most of your emails are sent to the inbox without interruption. And to achieve this, you need to optimize your campaigns for the following variables:

  • Opening Rate – Get more people to open your emails after they land in their inbox. Interesting and compelling topics should be line writing techniques.
  • Email Content – The content must match what was promised in the title. Also, it should be consistent with why people subscribed to your list in the first place. For example, if people sign up for your newsletter because they want exclusive news and tips, be sure to send them more content instead of publicity.
  • Recipients are busy – in addition to opening your email, they should too Take action by clicking on the link or button In each or their answers.
  • Spam traps – These are emails that seem to be legitimate but are actually sweet pots used to monitor spam emails. If you purchased your email list or added scrapped emails from a domain, you probably have a spam trap on your list. Having a lot of spam traps on your list lowers the reputation of your sender.

Spam allegations

It is possible that customers may identify your emails as spam Here are some reasons:

  • The emails you send are not relevant to your customers
  • They probably don’t want to subscribe to your list because it may be a while after you last email them.
  • They have not subscribed to your list and you are sending them unsolicited emails.
  • Your email is using the word spam trigger.

Once you’ve received spam complaints from your customers, expect your emails to go straight to their spam folder. To avoid this, you must regularly send relevant emails that interest them.

Poor list value

Sometimes, for less reason Email delivery to your customers. Some of the people who have signed up for your email do not bother to open the emails they receive from you. Due to their inaction, your sender’s reputation is tarnished.

However, most of the time, your email list goes bad if you buy them and don’t grow them organically.

E-mail Verification

Performs email authentication to verify the identity of the recipient and their mailbox provider.

The top three methods of authentication include Sender Policy Framework (SPF), Domain Key Identified Mail (DKIM), and Domain-Based Message Authentication (DMARC). These are designed to complement SMTP, the most basic protocol used for sending emails.

If the email you send fails to authenticate using any of the above methods, it will be flagged or rejected by the mail server.

How to improve email delivery

Now we have detailed the various reasons for that Affects email delivery And the sender’s reputation, it’s time to discuss how you can improve your rates Below are some simpler and more popular solutions that you can use to move your campaigns forward

Use double opt-in

As mentioned, one of the reasons for the low delivery rate is due to the inactive customers on your list. To prevent such customers from entering your list, you need to implement a double opt-in process in your email marketing tool.

Properly set up, those who sign up for your mailing list will receive an automated email from you to confirm their membership. They must open the email and click on the link so they can receive your marketing emails. If they do not click on the link inside the email, they will unsubscribe and will not receive messages.

Unlike single opt-ins, double opt-ins allow you to verify the actual people who want to receive your emails. Proof that they opened your message to confirm their subscription. Also, it ensures that the email address that people enter is correct. If they do not receive a double opt-in email, they have mistyped their address.

Create IP credibility

To fully understand How Email Delivery WorksYou need to know how many spam internet service providers (ISPs) have to deal with year after year.

According to Statista, 45.1% of emails sent in March 2021 are spam. This number is the lowest since 2014, with 71.1% of emails identified as spam in April 2014.

Decreasing spam rates can be attributed to better spam filters that result in higher email delivery rates.

And to bypass the spam filter, you must first improve the reputation of your dedicated IP address. To do this, you need to start slow with your email promotion by sending just a few emails per month.

Your goal is Get customers to attach to your email. Once you get a good score according to your email analysis, you can slowly send more emails as you see fit.

Also, if you are trying to find a way out of blacklisting your domain or IP address, monitor its status using the MxToolbox Email Blacklist Check while observing the best email practices.

Maintain a continuous sender name

When sending emails, be sure to settle with your real name or your brand. You cannot flip-flop in the name because it violates the CAN-SPAM Act

This is the best way to use it. “[First Name] From [Brand]”Replace as sender [First Name] With the original name of the sender and [Brand] With your brand name.

That way, you not only put your brand at the forefront of every email, but you also associate it with the actual person who sent that email to the recipients.

Send the exact amount of email

As the saying goes, “Anything more is bad enough.” The same thing applies to email. You don’t want to go overboard and Send email to customers within hours. By annoying them with your emails, even if they are well written, you make them talk to your brand and force your emails to be spammed and unsubscribe from your list.

However, when it comes to the frequency of sending the best email marketing, there is no magic number. While sending fewer emails can lead to greater engagement and conversions, the results vary depending on the niche or industry, the type of audience, the type of promotion you’re running, and much more.

Therefore, you need to specify the analytics of the email service provider of your choice. From here, you will be able to see the appropriate number of emails to send, depending on your promotion.

Give customers the option to opt-out

If people want to get off the list, there is no point in keeping them there. You don’t want disgruntled customers to constantly flag your emails as spam and engage with them in a positive way because they can’t opt-out from your site.

Since the CAN-SPAM Act requires people to include an unsubscribe link in all commercial emails, it would be wise to do the same in all your messages.

Conclusion

If you want yours Email marketing For the campaign to be an exciting success, you must first maximize email delivery.

Attracting the right people as customers and writing relevant content in your emails is the first step. Next, you need to monitor your analytics to see if your engagement rates Email campaigns are favorable So that you can scale with the frequency of your sent emails.

By following this process and observing the other tips above, you can be sure that your customers have received your emails without fail.

About the author

Rebecca is an SEO marketer for DCOCO PaperForm. Rebekah’s background in copywriting and deep interest in SEO and digital marketing means she understands the importance of staying up to date with the latest trends in a dynamic and ever-changing industry. Outside of work, Rebecca can be seen exploring outside or with a book in hand.





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