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Email deliverability strategies?
Our company just started doing a marketing automation campaign and we are seeing problems with our email deliverability numbers. How can you increase deliverability metrics? What strategies do you have to getting more permission emails through? How do you get by spam filters and junk inboxes?
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4 Answers
The only real answer here is that you should be sending relevant mails that people want to read. It does not matter where your customer list comes from. If you are sending out emails that people do not want to see you will be black listed and fall into the spam pits again.
The only mitigating measures you can take is to first check your IP you are seding from to see if it is black listed. Ensure that your sending mail server is configured properly. Send the mail from a real address and domain and check the subject line of your mail.
There is a very thin line between marketing and SPAM.
Hey Adam,
One of the best ways to ensure email deliverability is to use an email service like constant contact, mail chimp, aweber etc. You should be using a service like that, and not just sending from your desktop email program becasue you want them to opt in. I only use a double opt-in.
One of the first things I do after they opt-in is give them very clear instructions in their first email to 'white list' my address or add me to their address book.
I also run my emails through a spam checker.
You also need to have a good subject line- think headline in order for the person to actually open and read your email. (A recent subject line I used for my email newsletter actually had a 100% open rate. (The subject line was 'The Dumbest Idea Since New Coke')
Another way to get them is to have a blog. You can also post your email articles on your blog, which creates more relevant content for the search engines, and if they don't get a newsletter, they can always read it on your blog.
Hope that helps
Courtney Kostelecky
Marketing Director
MyFishnetMarketing.com
Adam -
Some questions and answers:
1) Where did you get the names from?
2) Are you verifying the subscriber data?
3) Is there a particular domain that is not delivering?
4) What is your actual delivery rate? It should be north of 90%
5) Are you mailing on a shared IP or a dedicated IP?
Email is a funnel. You start at the top with your list, and it slowly gets whittled down with delivery, opens, clicks, etc. If you are confident the database has accurate data, then the next item to evaluate is the delivery mechanism.
If you are delivering on a shared IP, then your IP reputation is only as good as the worst emailer on the domain. If you are sending on a dedicated IP, then the IP reputation is yours alone to manage.
Assuming the data is good, and your IP is good, the next item to look at is the quality of the information you are providing. If you send information that is not appealing to subscribers then the reaction of those first recipients may prevent subsequent mail from being delivered. For example, HOTMAIL measures the engagement of subscribers to a specific email and if the engagement is low (i.e., no opens, lots of deletes and reports of SPAM), then future email delivery is at risk.
First, you should help us understand what the specific issue is -- so please let us know your answers to my 5 questions above.
Good luck!
You can use FreeCRM.com to send out as many automated blasts as you want using your own SMTP server and POP accounts.
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