How to improve the deliverability of your email campaigns: reputation of sending |
Posted: August 9, 2018 |
Today we will talk about some practices to improve this reputation and improve the email deliverability in this way. Many tend to think that the best thing for an email marketing campaign is the size of the mailing list, but this idea is far from reality. Although size matters, we can have a huge list of users that do not do our shipments any good. For a user to be useful not only has to be part of our list, but be interested in what we have to tell you. The user who is not interested in the email can react in several ways: ignoring it (in the best case) or marking us as SPAM. It is clear that the second option damages the reputation of our shipment and will penalize us in the following. But what few know is that the first option, the inactive users, also hurt the reputation. Therefore, although in principle this "clipping" in the mailing lists can "hurt", it is often best to eliminate these inactive users sooner or later to prevent the deliverability from being affected. When several shipments have already been made to a mailing list, filters can be generated in our database that show us the users that have not reacted to any of them and eliminate them, given that they are not contributing any value to the list and they are also penalizing deliverability. We do not recommend removing these users too soon, since keeping them on the mailing list is generating opportunities, but it does show up after many contact attempts that ignore our emails. On the other hand, before eliminating them, a reactivation strategy must be considered. It is also very important to include a low link in the email, so that these users who are not interested and who only have a negative effect on our shipments can eliminate their subscription. In addition, we can take actions to improve the reputation with active users. Imagine that in our periodic shipments we have around 30% of openers. If we filter our list by the users who have opened at least one of our last campaigns and we make the shipment only on this group we can imagine that the rates of opening and reactivity will go up doing a great favor to our reputation and, therefore to the deliverability . This type of actions on the most active user groups can be repeated periodically to maintain a good reputation that affects the rest of the shipments. The segmentation in mailing list sit is also vital to always provide relevant content for users and improve the statistics of our shipments. The rule is, in short, to maintain quality statistics in email campaigns that maintain a good reputation. However, the optimization of rates is a matter of deliverability, and we must never lose sight of real numbers. It is not about always sending our messages to very small segments and obtaining 70% opening rates, we also have to bear in mind that it is necessary to send bulk messages to generate contact opportunities, even if our opening rates decrease. The strategy must take into account scope and ROI objectives and, on the other hand, take care of the reputation through actions such as those we explained. In the next article we will qualify this and other email marketing strategies that are considered "best practices" and we should reconsider.
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