The main problem with email marketing and mailings is that the letters that the company sends do not end up in the inbox of the clients, but fly away to spam.
Therefore, from the very beginning, before you start creating an email newsletter and other work, you need to make sure that your letters get to the Inbox.
There are three ways to check your mailings
- Use email newsletter services. They provide analytics that can be used to track the deliverability and open rate of emails. If the open buy bulk sms service and click rates suddenly drop, this is a clear sign that emails are going to spam.
- Conduct manual verification. This method is relevant in cases where the company has only recently started working with mailings and analytics have not yet accumulated for analysis. For manual verification, you need to select which mail systems (@mail.ru, @google.com, etc.) are in your database. After that, register empty boxes in these mail services and send an email newsletter to new addresses. If the letters did not arrive, then they may not reach subscribers either. It’s time to look for the cause and solution to the problem.
- Check with additional services. Posmaster analyzes mailings and generates statistics. With this tool, you can see the number of letters sent, spam complaints, the deliverability rate, and delivery errors. This service is provided by many mail providers – Mail.ru, Gmail, Yahoo, AOL, Outlook.
How to send emails so that they don’t end up in spam
A good email deliverability rate is 95%, but you should aim for 99.9%. If you see your results are lower, you need to figure out what you’re doing wrong. Otherwise, you’re missing out on opportunities to attract customers who will never see the emails you send.
The bounce rate of emails to customers is really important to monitor. To put it in perspective, in 2021, almost 50% of emails worldwide went to the spam folder, in 2022 the statistics are similar. And you definitely don’t want your marketing budgets to end up in this “loser base”
There are soft and hard rejections of email delivery. Let’s figure out the difference:
- Soft bounces happen for a variety of reasons, but the most common ones are fairly simple. For example, if the recipient’s inbox is full or there are problems with the mail server. It’s also possible that your email was marked as spam. Soft bounces usually allow you to resend the email with a different result – i.e., delivery to the recipient. If you’re lucky, the email may make it to the inbox on the next attempt.
- Hard refusals are more serious, they leadership and management fundamentals and strategies are a signal. Such refusals happen, for example, if an incorrect or non-existent email address is entered, or when the sender is blocked or has a bad reputation.
Reducing bounce rates—both hard and soft—is key when managing email marketing for business.
So, what could you be doing wrong? Here are some common mistakes:
- You are sending out a mailing to someone else’s or a publicly available database.
- You are sending emails to an outdated database – you haven’t checked its relevance for a long time.
- Send email newsletters from a free domain.
- You have chosen a domain or IP address with a bad reputation.
- Did not receive Double Opt-in – i.e. consent b2b phone list to receive the newsletter from the user.
- You send emails too often.
- You don’t provide the option to unsubscribe from your mailing list or the unsubscribe process is too complicated.
- You send emails with content that does not correspond to the stated topic.
- SPF (Sender Policy Framework), DKIM (Digital Key Identification) and DMARC (Sender Authentication) are not configured or are configured incorrectly.
