Increasing email engagement is marketers’ top priority and challenge, according to study (see chart, below).
Many marketers believe the path to higher email engagement is paved along with witty subject lines and vibrant design. However , no amount of smart wordsmithing or quick fixes in order to appearance will mend that essential block to engagement: poor deliverability.
Marketers have a great deal on their plate, and email definitely isn’t the only tool in their resource, so it makes sense they would lean on several assumptions about email best-practices.
The problem is that many of those presumptions are myths, and they can have a severe impact on an email campaign’s success in a number of ways— from simply poor deliverability to more serious problems, such as blacklisting.
And when that happens, a possibility a pretty sight…
Therefore here’s a list of five of the most doubtful myths marketers need to unsubscribe through to increase email deliverability and obtain much better email results.
Myth 1: Activity targeting will be the answer to every deliverability problem
The concept of Exercise targeting is simple: If you email simply to people who open your emails, your own deliverability will improve because you won’t be disturbing people who are likely to delete without opening or even complaining the message is junk e-mail.
The thought will be, you’ll improve your bounce rates plus complaint rates while demonstrating increased engagement rates. With positive opinions like that, you shouldn’t have any deliverability problems, right? Not exactly.
Activity targeting is not really a magic bullet. (And, truly, there is nothing: You can’t rely solely on quilt policies. Instead, implement practices which make sense to you and focus on customization. ) Activity targeting is a great very first step in getting your email programs to some gold standard.
Of course , you should email only those individuals who want your emails, but you will have to take it a few steps further to solve all of your deliverability problems. Which is why it makes sense work together with deliverability experts who can identify problems, correct them, and monitor for almost any unsavory activity.
Marketers can resort to every technique in their playbook, such as emailing just engaged recipients, but they still would not be solving or protecting against every single problem.
Myth 2: Deliverability matters just in the B2C world
On the surface, it would seem deliverability is important only to businesses that send out emails directly to customers to sell services or products.
Those people are savvy; they generally know what is and it is not spam (generally), and so the actual filters used by their email suppliers. What is often overlooked is that private email addresses and their inbox suppliers innately assume they’ll receive marketing and advertising email, and that fact is baked in to how they handle receipt of those communications.
But how about B2B marketers who are, typically, delivering emails to corporate email options that assume communication will mainly be one-to-one?
In that regard, the difference between B2B and B2C deliverability is thunderous. When you think about it, that makes sense: Your personal Googlemail address is likely a little looser using its spam filtering because you interact with advertising email; but , if your work e-mail is used primarily for business marketing communications, an email with a sales-oriented message, solicited or not, might raise a red light for your ESP, simply because it’s not the standard message it sees.
And that is why it is vitally important to monitor your deliverability; you can assume non-spam email will be put into the inbox properly.
Myth 3: Deliverability tools and services are necessary just for senders with reputation issues
Do you visit the doctor only when you’re sick? Nicely, maybe don’t answer that. The thing is, wellness is something to be taken significantly at all times, not just when there is a clear issue.
It’s easier to maintain the success of your email applications when you’re consistently monitoring and customizing their performance. Would a brand using a reputation issue even have that concern if it had been actively monitoring deliverability and using best-practices? Likely not.
So be positive in your maintaining your reputation along with deliverability monitoring tools and solutions to stay ahead of spontaneous issues that may arise. After all, you might think you have a great reputation— and still be wrong.
Myth four: Identifying and removing spam barriers will solve all my problems
A chilly medication doesn’t cure you, this only relieves your symptoms. Eliminating spam traps from your mailing list works in much of the same way. Certain, you won’t hit that trap once again, but it doesn’t fix your real problem— poor form.
If you’re not regularly looking at and cleaning your lists to make sure it consists of valid addresses supplied with clear consent, piecemeal trap elimination won’t improve your reputation or your own deliverability. You’ll simply be actively playing catch-up until you adopt best-practices which will eliminate those signals altogether.
Be a good tv-sender. Don’t email to addresses not really given to you directly by the proprietor of the address, because it will undoubtedly return to haunt you.
Myth 5: The more IPs, the better
The idea here is that the more IP addresses you use, less risk of the overall negative impact in the event some thing happens to your main IP, like a blacklisting.
But the IP address itself has less of the impact on your email performance compared to your actual email practices. Parenthetically you have more IPs than you require (you should be determining that need depending on send volume, your reputation, and thus on), but you do some shady stuff in your email program, like making use of purchased lists with dubious receiver consent. Your deliverability will be adversely affected by that behavior across those IPs, no matter how many you use.
Conversely, if you use around the right number of IPs, your checklist hygiene is impeccable, you’re correctly authenticating your mail, and so on… your own deliverability isn’t going to be impeded by the fact it’s coming from possibly fewer IPs than your rival.
The important thing to keep in mind: don’t be a bad sender, because whether or not you use 100 IPs or just 1, your behavior is what affects your own deliverability.
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The main takeaway of this article is that you ought to remain vigilant. No one thing will certainly solve all your deliverability problems, however deliverability is the key to successful email promotions.
Marketers need to look at email in the same, all natural way they look at the entire blend: No one size fits all. You need to monitor and optimize your e-mail programs accordingly.
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