Monday, May 2, 2011

Safeguard and Enhance Deliverability

The entire goal of email marketing is to reach the inbox, and thus the users, as often as possible. At KobeMail, we pride ourselves on our top deliverability rates, but as marketers, you have to take some steps toward safeguarding deliverability yourselves. Here are a handful of tips to do so…

KobeMail offers an extensive reporting package, which we monitor closely on our end daily. In order to up your deliverability rates, consider switching analyzing campaign metrics for yourself before you send out your next mailing, rather than looking at the metrics after the mailing has already gone out. Taking the time to analyze opens, click thru rates, bounces, etc before you continue mailing will allow you to optimize campaigns and strategies to get the best performance possible out of your campaigns. Being proactive with your campaign strategies will help to boost your deliverability rate.

Similarly, if you’re seeing negative changes in your reporting numbers, fix the problem immediately. Avoid sending out another mailing with a template or subject line that isn’t performing because it’s very likely that it will perform poorly again. Figure out the problem and amend it quickly. There’s no need to waste mailings on graphics or text that aren’t working!

If you’re not being upfront about exactly what you will be mailing to your users when they sign up, it’s imperative you become candid quickly. In the same vein, if you are telling users they will receive 1 type of mailing from you and suddenly they begin to receive another type without warning or signing up for it, chances are pretty high that they’ll begin to “junk” your mailings. You can be sure that this will cause your deliverability rate to plummet. As with everything, even in email marketing, honesty is the best policy.

For those users who are clicking “spam” or “junk,” take them off your list the minute they do so. If they “spammed” you once, they’ll do it again. Why rack up unnecessary spam complaints when scrubbing your list is so effortless, particularly with our new product iSuppress, which handles every facet of suppression list management including list scrubbing. The same holds true for bounced emails. If you’re seeing upwards of 5 bounces (whether hard or soft) from the same user, get them off your list! A clean list will definitely improve your deliverability and keep your users happy too.

Just by taking a few extra steps before and after each mailing you send, you’ll notice an improvement in your deliverability rates. It is of course important to be affiliated with an email service provider who has a great relationship with ISPs (like us at KobeMail!), but there are always steps you can take as email marketers to improve your own performance.

Author: Peter Schirripa

Editor: Anthony Lee

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