Whether you’re working on your own email marketing strategy or you’ve hired an Ecommerce Email Marketing Agency you’ve probably heard about the importance of constantly tracking your statistics to ensure a healthy deliverability that will later on guarantee a better performance and conversion rate.
Successful deliverability equals successful email marketing.
Email deliverability is the foundation of email marketing and it plays the most important role when it comes to placing your email in the subscriber’s inbox.
Marketers spend lots of time and effort on creating the perfect email – effort that it’s worthwhile. Having the right amount of text and images, using an eye-catching font, tailored content, selecting the best sending time and frequency are all key factors on the email marketing strategy. However, all the effort is wasted if your subscribers never get to open the email because it never arrived in their inbox.
With all this said, let’s talk about some factors that directly affect your deliverability health to help you define your strategy and reach out to as many subscribers as possible without interfering with your deliverability health.
The servers, setup and controls used by a company’s ESP – email service provider – directly affects how mailbox providers perceive their emails. Also, email authentication is also part of good email infrastructure but, don’t worry, most ESPs automatically authenticate the IP addresses and domains used. Authenticating your email with SPF and DKIM standards as well as setting up DMARC records is super important to ensure good deliverability.
- Email Volume
The more emails a brand sends, the more the mail providers keep an eye out on their messages. This is why very large senders will naturally struggle more to keep a good deliverability. By using sending patterns you’ll be one step ahead since inbox providers like to see predictable patterns in sending volumes from a brand. This also means that you’ll need to slowly increase the volume over weeks when heading into higher email frequency seasons such as retailers holiday season.
- Beware of Spam Traps
When planning and scheduling your campaign it is super important to exclude those subscribers that had hard bounce and those who are potential spam traps, this last one demonstrates that the brand has poor subscriber acquisition practices and is highly penalized by inbox providers and blocklist operators that identify spammers.
Positive feedback is as important as negative feedback when it comes to reputation, and mailbox providers pay lots of attention to it in the form of opens and other behaviors that indicate if the subscribers want to receive your emails.
Email reputation is calculated by each mailbox and it’s provided according to its own secret and unique and secret weighting of some factors and subfactors, take care of it by closely monitoring the performance of your campaigns, Keep good ORs, CRs, and low Spam Complaints & Bounces. There are some important aspects why you might be landing in spam so take this into consideration to optimize your reputation.