Page 10 - Payout Magazine Online Volume 8.8

cutting

edge email

Deliverability

tactics

ith over 3.7 billion emails users across deliverability boils down to warm up to the isP
wthe globe, email remains one of the most engagement
powerful marketing and communication tools. For your ISP to see you as a trusted sender,
To provide the best service to their start off by sending a few emails first then
It is an ideal tool for communicating offers,
customers, most ISPs are continually refining increase gradually. A massive blast from a new
raising awareness, creating new contacts, domain will raise an alarm and will most likely
their systems. The tweaking goes beyond
re-engaging lost customers, and driving treat you as a spammer. Apart from sending a
eliminating spam. In this age of big data and AI,
revenue. Technological advances, especially small quantity of promotional email, establish
more providers have shifted their focus to how
AI, have enhanced ways in which we do email a direct communication line with your ISP by
recipient interacts with different emails. They
campaigns. However, email is also useless if it are checking if the recipients are opening your setting up abuse@yourdomain.extension email.
isn’t delivered. No matter how well-crafted and The email allows ISP a way of communicating
emails, scrolling down to read, clicking on links, back to you, which also ease troubleshooting
beautifully designed an email is, there is no
replying, adding to contacts, or deleting your when there is an issue. You can also use free
need to send it if it cannot reach the recipient. emails. These insights will help them improve Sender Score tool, which is assigned to all
their filtering algorithms, which can result in outgoing mail servers. The tool calculates a
Email deliverability is key to the success score based on conventional metrics such as
blocking senders with low reputations.
of your email marketing and communication. spam reports and the number of subscribers.
Unfortunately, it still poses a big challenge One area that is giving marketers a
for most marketers. A 2017 Deliverability challenge is collecting emails from engaged keep updated on email regulation
Benchmark Report by Return Path found out subscribers. This underscores the importance
Email regulations keep changing, and they
that 20% of email fails to reach the recipient’s of understanding subscribers and improving differ across the globe. The best practice is
inbox. The statistic means marketers are not value through quality content. Segmenting to get explicit consent from the outset. Most
only losing revenue but also the opportunity emails database will allow you to engage each people hate receiving unsolicited emails. Such
to engage with subscribers. Below are cutting subscriber in a more personalized way, which emails are often deleted or marked as spam.
edge strategies to boost email deliverability. improves engagement levels. Both actions will damage your reputation. It

10 PayOutMagazine