Well, it would not be really astonished to say that spam is still a huge challenge for marketers. Recently, according to Symantec’s State of Spam report, more than 75% of all email sent have been accounted a spam. Pity!! Yes indeed.
So, what are the reasons behind that shame? Are the marketers not following the appropriate techniques and tips? No worry, this time I will be discussing on this matter only, and will provide you some of the battle proven tips that will boost your deliverability.
Your email deliverability is important because customer acquisition is expensive, and undeliverable emails could mean the loss of customers and prospects that you paid dearly to acquire. Since it is fifteen times less expensive to market to an existing customer than it is to acquire a new one, your efforts to understand and decrease your email bounces – no matter why the bounce occurred – will be well worth your time.
1. The basics
Let me start from the scratch. The fundamental ways to reach your costumer’s inboxes are white listing, formatting messages correctly, creating solid subject lines, maintaining lists, and making sure your campaigns are CAN-SPAM compliant.
2. Delivery rate boosters
Maintaining a good relationship with internet service providers like Yahoo and Gmail helps ensure successful message delivery. In addition, choosing the right email service provider makes a significant difference, as one bad client can impact the deliverability of other clients. Furthermore, creating messages that don’t heavily rely on images can help you find the inbox, and obtaining up-to-date data boosts delivery rates as you reach customers with highly relevant information. Additionally, it’s important to scrub out un-subscribers and bad email addresses frequently.
3. Email experience:
A successful email campaign doesn’t just do one thing well. From design to deployment, all the elements must work together. Although messaging with consistency is an effective strategy, it is made more efficient when costumers are reached when they are ready to act on your message. Assuming you’re complying with CAN-SPAM regulations, the next major obstacle is making sure your message adds value to the customer experience. This is where deliverability and content merge.
4. Don’t assume your list is too small for an email service provider
Many b2b companies have streamlined, targeted lists and therefore assume it’s a waste of time to work with an ESP. Small list, small headaches, right? This is often a huge misconception, It’s no longer a luxury to work with an ESP. ESPs are working with ISPs every day. They are creating templates and services to boost deliverability. If there’s a problem with a particular campaign, they are going to let you know right away. It’s not enough to worry about bypassing the spam filter. They have to worry about their reputation and overall deliverability.
5. Analyze your bouncebacks
You should be using an email marketing service that categorizes bouncebacks and provides detailed reports that allow you to view and manage bounced email addresses. Take the time to analyze your bouncebacks and remove hard bounces from your list. It should also be easy to correct obvious typos in your list (e.g. “.con” instead of “.com”).
6. Permission to Send
Make sure your users give you permission. Make sure your subscribers have opt’d in and understand what you will be sending and when. It is easy for users to click the Report Spam button, and they often do if your message is not expected.
Email marketing services take care of the heavy lifting, allowing you to focus on what you do best – promoting your own organization and its products and services. Good email marketing services deliver your emails with proper protocols, develop relationships with ISPs and are white listed to be sure your permission-based email gets through.