Demystifying Deliverability: How you can Relaunch Your E-mail Advertising Submit-Shutdown


Covid had a big impact on Sending emails in 2020 As companies adapt to consumer changes after the vaccine rollout in 2021, it is important to take a moment to evaluate your email marketing strategy.

While we understand the need and urgency for marketers to communicate with their audiences, it’s also important to be aware of the impact these emails have on not just yours Call of the senderbut also the recipient’s experience.

As your trustworthy e-mail service provider, the deliverability of your e-mails and the protection of your (and our) sender reputation is our top priority! We’ve listed a few important factors to consider before sending your next email.

The permission to send emails is not an evergreen

Permission to send emails can expire quickly as people forget where and how they signed up to your email list. This is especially true if you haven’t had regular email contact with your subscribers in the past 12 months. People who shopped, ate, or interacted with you 1-5 years ago likely don’t remember who you are, how they gathered their email address, and will wonder why they suddenly got yours Receive emails.

Sending emails to a list of inactive users with many inactive addresses leads to retention and delivery problems such as low open rates, high bounce and unsubscribe rates, and potentially high spam complaint rates. These metrics are used by mailbox providers (Gmail, Yahoo, Microsoft, B2B domains) to determine your sender reputation and how you handle your email.

A good sender reputation means your emails will be delivered to the inbox, and a bad sender reputation will result in your emails being blocked or filtered as spam.

Check and segment your database based on subscriber activity

Before sending your next campaign, we strongly recommend that you review your database and segment your list based on user activity and engagement. This will help you determine:

  • Your most engaged subscribers who opened an email or clicked a link in the past 12 months
  • Your last subscribers who signed up for your email in the last 12 months
  • Contacts with online activities in the past 12 months, such as online purchases, website visits, account activities, active paid subscriptions
  • Your most inactive and uninterested subscribers who did not meet the above criteria in the past 12 months

If you’ve been in regular contact with your list over the past 12 months, you can continue to email your dedicated subscribers as usual. You can also send re-interaction email to your inactive or disengaged users. However, if you haven’t regularly emailed your list – by sending at least 1 or 2 emails every 6 months – then you need to carefully increase emailing your full list.

Any subscriber who has shown no activity or engagement in more than 12 months should be removed from your list as sending to these “ghost” contacts will only damage your reputation as the sender. You also risk sending emails Spam traps and land on an anti-spam blocklist.

Ramping up emails to your full list

Your sender reputation is tied to your sender domain – that’s everything after the “@” in your sender email address. Depending on when you last emailed your full list and the size of your list, you may need to slowly train the mailbox providers that your email is legitimate and that your subscribers want to receive it.

To restore your domain reputation, email a smaller section of your list and watch how your subscribers react over the next 24 hours. If you see good delivery and engagement metrics like open rates above 10%, bounce rates below 4%, and spam complaints around 0.02%, you can double the volume for your next campaign and review the results after 24 hours.

It’s important to review your results after each campaign to assess the impact of the increase in email volume on your overall results and to take steps to address the underlying causes Engagement problems before heading up to your full list.

Check your results after each campaign

Your subscribers are the best source of information on how your email is performing. Please check your Campaign reports after each campaign to see how active and engaged your audience is and to track negative signals like a decrease in open rates or an increase in bounce rates for spam complaints.

These metrics highlight any engagement and delivery issues, which in turn directly impact your reputation as a sender and the success of your future campaigns. Campaign Monitor users can also use the Insights Section in your account to easily track user interaction over time.

Insights into the campaign monitor

Email delivery and engagement issues are often a symptom of how email is collected and managed, and reviewing both can reveal the underlying cause of these issues. Are your list permissions based on people having signed up directly for your email? Is your online form safe Spambot attacks with a reCAPTCHA? Have you set up DKIM authentication for your sending domain? Do you reintegrate your less engaged contacts and remove dormant “ghost” contacts?

Follow these recommended ones Deliverability Practices is the best way to maximize user engagement and minimize deliverability issues.

Wrap up

Much like your own inbox, your subscribers’ inboxes can be inundated right now with email from brands they were once connected to. Now is the time to think like a subscriber and send relevant, wanted content to engage your audience and make your email stand out from the crowd.

By focusing on your most active and engaged audience, you will build and maintain your domain’s sender reputation and help ensure that your emails successfully land in the inbox.

Remember to keep your emails personal, helpful, concise, and relevant to show respect for your subscriber’s inbox, brand loyalty, and a lasting, engaging relationship.

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