Good deliverability isn't as easy to achieve as using the right subject line in your email campaigns. We've put together a list of the most common issues with email sends, and how to combat them.
The top 3 problem areas we come across are:
Data Quality
Low Reputation
Inconsistent Sending Volumes
Ways to tackle this are:
Segment Your Data
Identify Buyer Personas
Consent
Sending Volumes
Segment Your Data
Segment your customers (if and where you can). An easy way to segment is by engagement: operate the 30/60/90/180 rule which will help with improving your reputation, as you are targeting the people that actively engage with your content:
o 30 days open/click = Engaged
o 60 days open/click = Passive
o 90 days = Non engaged
o 180 days = Inactive
Identify Buyer Personas
Identifying buyer personas links to data segmentation. Where you can, know who you are sending to (their position within the business) and tailor accordingly. For example, an email campaign with the subject line "Discover a way to revolutionise your email marketing" will likely need to be sent to someone who works in the Marketing department. If you have this information, then use it to your advantage!
Consent
Are the recipients you're targeting with your emails fully opted into the email program? If not, there's a higher risk of complaints, which have a large impact on sending reputation.
Sending Volumes
Due to the nature of email marketing, sending in consistent volumes can be difficult. If sending volumes are erratic (going from 70,000 sends one day to 100 the next), this raises a red flag for recipient domains, who are more likely to view the emails as spam. If the IP reputation is also low, this will have a larger negative impact on your deliverability. The best way to tackle this is to split large campaigns into sends across a few days when possible. This improves both frequency and volume, both of which help boost reputation.
Following these steps will help to ensure you follow sending best practices and keep boosting your reputation! If you want further information on your specific account health, or you'd like to book in a strategic review, please contact your Customer Success Manager.