Click Submit and your marketing email will follow its journey to subscribers’ inboxes. But when you go back to ESP to see your performance, 10% of the email list didn’t even understand. How are you?
The email you spend so much time planning, designing, and strategic planning is not worth much unless it reaches your target audience.
An important marketing measure that many marketers don’t pay much attention to is the ability to deliver email.
What is it?
But just because an email is being sent does not mean it will be delivered to someone’s inbox.
If you look at it, delivery capacity can be complicated. Several factors, such as the recipient’s decision to receive your email, the sender’s reputation, and the quality of the email’s content, affect delivery. If you are not aware of these factors, you can classify your email campaigns before they are even sent.
Discover how to improve your overall email engagement for better delivery
Increase your reputation
Delivery capacity affects the sender’s reputation, which can further affect delivery capacity. Your sender’s reputation improves when someone interacts positively with your email, such as…
- Open an email address
- Click on an email
- Send an email
- Mark an email as “not spam”
On the other hand, negative actions can ruin the sender’s reputation:
- An email ends in spam or spam.
- A recipient marks an email as spam.
- An email will be returned.
- A recipient deletes his email address.
While some of these actions are beyond your control, there are things you can do to encourage positive interactions, limit negative ones, and improve overall delivery.
In the past, it was believed that the greater the performance of your email, the larger your list of subscribers would be; but nowadays quality is more important than quantity. A quality list means that all members were purchased on their own, not purchased, and chose to receive your email. The use of double opt-in is effective in ensuring the quality of the list.
Also, once a person signs up, you can monitor their activities within a certain period of time. If they are not involved with the content of your email during that time, you can remove it from your list.
Even if you have an established list, cultivate it to keep it clean and consistent. Check your list regularly for…
- Duplicate contacts
- Inconsistent naming conventions
- Fake and spam contacts
- Returned or canceled contracts
Recovery can occur for several reasons. Flexible non-delivery means that the e-mail address is correct and the message arrived at the server but was still resent due to a full mailbox or a problem with the server, or because the message was too large. A hard bounce means that the message was declined because the email address is invalid or does not exist.
Your ESP should allow you to decipher between the two denials to determine whether to keep or remove a subscriber from your list.
Your list is essential for the delivery and performance of your email, but just as important is the content of the email itself.
So choose an attractive and clean model. An email with different colors, fonts, and font sizes indicates that you may be a spammer.
The same goes for the text. Text and grammar do not necessarily eliminate your ability to deliver but will affect your reputation in the eyes of your subscribers. Misspelled words, capital letters, lots of exclamation points or unprofessional language are surefire ways to increase cancellations.
While you can be creative with your email and messaging design, Cadence loves standard and regular email transmissions. Sporadic and spontaneous submissions, single or multiple submissions per day, will ask you to check entities and blacklists. Also, keep the list size relatively the same between one email address and another to set your subscribers’ expectations and protect your reputation.
Finally, make sure your HTML is clean. Careless code raises suspicions and can turn your email into spam junk.
When it’s time to…
The list is organized; you have a well-thought-out email ready to be sent; now it’s time to do some engineering. Some of the basics for each email you send:
- A clear “surname” name and email address
- A physical mailing address
- A link to social platforms
- an option to cancel
This last element is extremely important. Not including a unsubscribe link can be costly for your reputation and marketing budget.
To comply with the CAN-SPAM law, the cancellation link must be clearly visible. One way to limit the number of cancellations is to provide options for changing preferences; in this way, a subscriber can limit the frequency with which he receives an e-mail or choose to receive only certain types of e-mail instead of withdrawing them.
Also, do not attach files to an email. Attachments not only add work to readers but also increase the size of your email, which means that it may not end up in some inboxes. Instead, include a CTA link to relevant material.
After checking all the boxes, you are almost ready to click on the “submit” or “schedule” button. But after all your efforts, you want to make sure you don’t get spammed.
This is where ESP’s spam count feature comes in handy. Check text, links, and domains in the completed email and warn about anything that could cause the notification to be spam. If your email provider doesn’t offer this feature, you can still end up in the “trash” if all goes well.
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As with all of your marketing efforts, your strategy for better deliverability will not have a noticeable effect overnight. Nor is it any process. Maintain your list of subscribers regularly; keep your emails clean, relevant, and easy to use; and be transparent.
You’ll find that customers are more engaged and loyal to your brand.