We often get asked what can be done to help improve deliverability - although it can go a little way toward helping, good deliverability isn't as easy to achieve as using the right subject line in your email campaigns! So, we've put together a list of the most common deliverability causes when it comes to email campaigns, and how we'd advise to combat them.
The top 3 main areas that can cause bad deliverability are:
Data Quality
Low Reputation
Inconsistent Sending Volumes
Ways to tackle this are:
Segmenting Your Data
Identify Buyer Personas
Consent
Sending Volumes
Segment Your Data
Segment your customers (if and where you can) using our Automated Lists feature. An easy way to segment is by engagement - operating the 30/60/90/180 rule 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
We have a video to explain how Automated lists work HERE
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.
You may also want to check out our ultimate guide to email deliverability.
Alternatively why not book a paid consultancy session with one of our deliverability experts who can provide tailor made advice and support. To book a session simply contact the support team via the live chat on the Force24 portal or log a ticket.
If you have any questions, feel free to reach out to us through the live chat function available bottom right in your Force24 Platform. Our team is ready to assist you and provide support whenever you need it!