{"id":33009,"date":"2015-07-16T07:21:50","date_gmt":"2015-07-16T07:21:50","guid":{"rendered":"https:\/\/wp.lvh.me\/blog\/2015\/07\/16\/boost-email-deliverability-in-5-easy-steps\/"},"modified":"2022-05-13T17:05:08","modified_gmt":"2022-05-13T17:05:08","slug":"boost-email-deliverability-in-5-easy-steps","status":"publish","type":"post","link":"https:\/\/wpstaging.mailrelay.com\/en\/blog\/2015\/07\/16\/boost-email-deliverability-in-5-easy-steps\/","title":{"rendered":"Boost Email Deliverability in 5 Easy Steps"},"content":{"rendered":"

So ReturnPath, a leading email data consultancy, reported recently reported that “one in six emails never make it to the inbox<\/a>“. And that\u2019s worldwide\u2013 based on a sample of 500 million messages analysed as part of the company\u2019s annual Inbox Placement Benchmark.<\/p>\n

How does that deliverability rate compare to sending printed item by good old snail mail? Pretty poorly, I reckon. If my local post office lost one in six of my letters, I\u2019d be furious. I bet you would be too.<\/p>\n

So why do we accept weak deliverability with email?<\/strong><\/p>\n

One answer could be that we see individual email messages as less valuable than a printed letter. As email marketers, we send hundreds or thousands of email messages at a time. And they\u2019re much, much cheaper to send than traditional mail.<\/p>\n

But when you consider what losing one-in-six email messages really means for your campaigns, it\u2019s less acceptable. If one out of every six emails you send never gets delivered, then:<\/p>\n

–\u00a0You\u2019re effectively ignoring 1\/6 of your customers with each campaign<\/p>\n

–\u00a0You\u2019re wasting a 1\/6 of your email marketing budget<\/p>\n

–\u00a0Your campaign performance is automatically 17% worse than if all of your emails got delivered<\/p>\n

–\u00a0If important messages go missing, such as account notifications, it can have serious consequences for your customer relationships<\/p>\n

But what can you do to improve your email deliverability? Well, here are 5 great tips that can make sure more of your emails hit the inbox.<\/p>\n\n\n\n
1<\/td>\nReview your sender reputation<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Check your Sender Score<\/strong><\/p>\n

The first step in dealing with an email deliverability problem is recognising that you have a problem in the first place. If your sender score is low, ISPs could be automatically rejecting your campaigns.<\/p>\n

It\u2019s quite easy to check your reputation at “senderscore.org<\/a>“. Free reports consider whether you\u2019re using SSL, whether you have an SPF record, and often include analysis of your recent campaigns. This is a great starting point for finding out if you have a deliverability problem.<\/p>\n

Check public feedback loops (FBLs)<\/strong><\/p>\n

Another great way to measure your rep is through the email complaint feedback loops operated by many major ISPs.<\/p>\n

You can access the data measured by many FBLs easily. Try:<\/p>\n

– [Yahoo! Complaint Feedback Loop<\/a><\/p>\n

– [Microsoft Services for Senders and ISPs<\/a><\/p>\n

– [AolPostmaster Feedback Loop Information<\/a><\/p>\n\n\n\n
2<\/td>\nReset your IP\u2019s reputation<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

If you do, it\u2019s time to take action \u2013 by resetting your bad reputation. One big potential black hole for your emails is ISP filters. They exist to defend their customers against spam email. Your emails aren\u2019t spam \u2013 but the burden of proof is on you<\/em> to tell ISP filters your IP is a reputable sender.<\/p>\n

Start by sending a campaign to a small number of your most-engaged subscribers. When these messages are inevitably opened and read by your best customers, ISP filters will raise your trust level.<\/p>\n

Over time, you can increase email volume to the level you want. But it\u2019s vital that you maintain your rep with the ISP filters.<\/p>\n\n\n\n
3<\/td>\nMaintain your sender credibility<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Put an email sender policy framework (SPF) in place<\/strong><\/p>\n

So how do you maintain your newly cleaned-up reputation? Well, remember how your sender score mentioned SPF (or sender policy framework)? It might be time to get one, if you haven\u2019t already.<\/p>\n

A sender policy framework is an email validation system designed to detect spoofing. It allows the email servers that handle your messages to check that your messages were sent by a domain that your SPF approves.<\/p>\n

Creating an SPF isn\u2019t that difficult, so long as you can add DNS records to your domain. You can find out more about them at “OpenSPF.org<\/a>” (the originators of SPF) or “Google Apps<\/a>“.<\/p>\n\n\n\n
4<\/td>\nWeed out low-value subscribers who can harm your rep<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

As an email marketer, it\u2019s natural to want as many subscribers on your list as possible. Because more subscribers mean more engagement, right?<\/p>\n

Not always. If you have subscribers aren\u2019t really interested in your campaigns, or they don\u2019t recognise your emails, then you\u2019re in trouble. Subscribers who aren\u2019t properly engaged with your brand are much more likely to mark your emails as spam<\/strong>. If you don\u2019t get rid of them, they could damage your entire reputation \u2013 and that means your real customers won\u2019t receive your campaigns either. Delivery rates will go down across the board.<\/p>\n

Purge your subscriber lists<\/strong><\/p>\n

The first thing to do is cleanse your list. Your email marketing tools should be able to show you which subscribers are of the lowest value. Hard-bouncing addresses on your list probably don\u2019t even exist anymore.<\/p>\n

If you keep sending emails to subscribers who don\u2019t exist, you\u2019ll have high bounce rates. And that means your sender reputation (and delivery rates) will suffer. Purge those lists now!<\/p>\n

Use subscriber confirmations or double opt-in<\/strong><\/p>\n

It\u2019s very tempting to use single opt-in for your email lists, because you believe you\u2019ll get more subscribers that way. And maybe you will. But you\u2019ll get more spam complaints too.<\/p>\n

Using a double opt-in or subscriber confirmation emails is a great way to filter out customers who aren\u2019t really engaged with your brand. The ones that do go to the effort to confirm their subscription \u2013 those are the people who really want to hear from you! With a list full of those guys and gals, you\u2019ll maintain excellent email deliverability rates. And your campaigns will perform much better too.<\/p>\n\n\n\n
5<\/td>\nDesign your campaigns around deliverability<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Your last step involves a slight re-think of how you actually run your email marketing campaigns. Because that too can affect your sender score.<\/p>\n

Avoid sending spikes<\/strong><\/p>\n

Many email marketing experts say you should send campaigns on a consistent schedule, because customers put more trust in brands they can rely on. But there\u2019s another reason to schedule your emails carefully.<\/p>\n

Sending spikes, i.e. weeks of no activity followed by a sudden big campaign, can damage your sender score. Keep your email flow steady to win over customers and ISPs alike.<\/p>\n

Don\u2019t annoy subscribers<\/strong><\/p>\n

As well as not sending campaigns erratically, you should also avoid sending too many or too few emails to your customers. Because either one could have them reaching for the spam button.<\/p>\n

A good place to start with email volume is one message per customer per week (not including any order notifications etc. that they might receive through engaging with your website). Evolve your campaign schedule over time based on what works for you and your subscribers.<\/p>\n

Help customers recognise your emails<\/strong><\/p>\n

Finally, subscribers are much more likely to report an email is spam if they don\u2019t recognise it. And that can happen even if they willingly signed up to your list.<\/p>\n

Sometimes the customer will have forgotten that they ever signed up to receive your campaigns. (This is much more likely if you aren\u2019t sending campaigns consistently, as mentioned above.)<\/p>\n

But you also need to make sure you include your brand name in the \u2018From\u2019 part of your messages. If you don\u2019t, how are your subscribers supposed to know your message isn\u2019t spam?<\/p>\n","protected":false},"excerpt":{"rendered":"

So ReturnPath, a leading email data consultancy, reported recently reported that “one in six emails never make it to the inbox“. And that\u2019s worldwide\u2013 based on a sample of 500 million messages analysed as part of the company\u2019s annual Inbox Placement Benchmark. How does that deliverability rate compare to sending printed item by good old […]<\/p>\n","protected":false},"author":14,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[41],"tags":[],"class_list":["post-33009","post","type-post","status-publish","format-standard","hentry","category-llegar-al-inbox-en-tus-mailings"],"yoast_head":"\nBoost Email Deliverability in 5 Easy Steps - Mailrelay<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Boost Email Deliverability in 5 Easy Steps - Mailrelay\" \/>\n<meta property=\"og:description\" content=\"So ReturnPath, a leading email data consultancy, reported recently reported that “one in six emails never make it to the inbox“. 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