Email turns 45 this year. It remains one of the top reasons why most people use the internet. That’s why I am a big believer in having a robust email marketing effort. But the dark side of you using email to promote your business is most emails never show up in your customers’ inbox.
According to a new Return Path report, less than 70% of emails are delivered. Reviewing the report, here’s some of the challenges your emails can encounter:
|Primary Mobile Challenge for Premium Publishers (% of 300 US premium publishers)|
|Challenge||% of Respondents Saying “Primary”|
|Quality of consumer experience||44|
|Quality of content/creative||42|
|Platform and service costs||30|
|Off platform monetization||30|
|Off network traffic/audience||27|
|Lagging advertising spend||27|
|Source: AOL Platforms, August 2016|
If you are looking to boost your deliverability, the report outlines the best practices for a successful email marketing effort:
Building and maintaining reputation – If you send email, you have a sender reputation, a rating that helps mailbox providers and spam filters determine whether your emails are trustworthy, safe, and wanted. Looking up your sending reputation, or Sender Score, is free at senderscore.org
Acquiring and maintaining quality subscriber data – An unclean list has severe consequences on your deliverability. Every spam trap, unknown user, and inactive account on your list can damage your reputation, your deliverability, and potentially can land you on a blacklist. Consider investing in a list validation service to ensure each address you add will maintain the quality of your list
Generating subscriber engagement – Mailbox providers like Microsoft, Yahoo, AOL, and Gmail, are focusing more and more on subscriber engagement in their filtering decision process. Marketers who frequently generate high positive engagement from their subscribers are more likely to reach the inbox, while marketers that generate low or negative engagement from their subscribers find their emails landing in the spam folder
Defining seed data – Information captured from high volumes of monitored email accounts (seeds) controlled by senders to sample mailbox providers’ placement decisions irrespective of user-initiated or engagement-based filtering. For new programs with little or no history of subscriber interaction, seeds can provide an accurate assessment of inbox placement
Defining Consumer Network data – Information captured from monitored email accounts controlled by real subscribers to sample user-initiated and engagement based filtering decisions by mailbox providers. Uncover behavior-based factors and thresholds that influence inbox placement at large mailbox providers, and can’t be identified by non-interactive seeds.
For more information from ReturnPath please visit here. Need help in setting up an email marketing program? Contact me for a no cost evaluation of your needs.