Why so many emails do not reach the inbox?
Bounce rate myth
Marketers continue to spread a widely believed „lie” if
email doesn’t bounce it reaches the inbox and hide a little known „secret” that
it’s not exactly true. Even if email gets sent, for various reasons it can land
to spam or junk folder. Recipients usually don’t read spam messages, so we can
consider email actually is not delivered.
Deliverability failures
Even though deliverability problems cost a lot of money,
marketers don’t pay enough attention to that. Focusing just on revenue coming
from campaigns, marketers do not think how to increase email marketing ROI.
However, ignoring deliverability failures is a real loss of money.
Missing email marketing best practices
A lot of marketers still don’t follow the best practices,
for example, sending only permission-based emails, including unsubscribe link
or cleaning old email lists.
How to improve
email delivery?
Monitor email delivery
- Follow spam complaints and unsubscribe rate that point to the bad quality of campaigns.
- Ask for advice your e-mail marketing consultant to fix delivery problems.
Clean your list
- Check spelling mistakes of bounce emails and correct them (.gmal, .ocm etc.).
- Delete hard bounce emails from your list (non-existing email addresses and blocked emails).
- Remove maintenance addresses (support, no reply, admin etc.).
- If your list is more than 6 month old, make general data base cleaning to remove non-existing emails.
Ask for permission
- When making a list, use double opt-in to be sure about existing email addresses and willingness to receive emails.
- If using email list for a long time, ask subscribers for permission confirmation.
- Practice re-engagement campaigns to involve inactive contacts.
- Always include unsubscribe link in emails.
Send relevant information
- Send information that people have subscribed for to avoid spam complaints.
- Segment subscribers in groups to send even more targeted emails.
- Avoid spam subject lines and content.
Use professional email service providers
Together with the best email marketing practices, your
campaigns have more than good chances to reach the inbox.
Author: Liga Bizune
Source:www.mailigen.com
