Today, we are going to look at the 3 main reasons that can hinder the deliverability of Email Marketing campaigns . But… we will go further! We will also give you some tips that will help you avoid, as much as possible, these types of problems.
What are the top 3 reasons your emails aren't delivered?
As you may know, Internet service providers currently have certain maneuvers small business email list in place that allow them to detect when certain mailings present suspicious patterns: This usually causes them to avoid delivery of the mailing.
In this way, we can now be very clear that our reputation, as far as Email Marketing is concerned, is defined - to a large extent - by ISPs (Internet Service Providers) , based on a series of filters and criteria that they establish on their own and that can harm our brand (and its derived shipments) if we do not have that Email Marketing tool that knows, at all times, what we should do and how we should proceed regarding email deliveries, in addition - of course - to always being at the forefront of news.
Thus, the reasons that may lead us to not obtaining the expected results in terms of deliverability are:
Bounce : whether due to hard bounce or soft bounce. Not long ago, we talked in one of our posts about the difference between the two, and what are the guidelines that we can follow to try to reduce both percentages as much as possible (plus, of course, hard bounce, since it is the most serious).
Blacklists: Without further ado, we can tell you that if your IP is included in a blacklist (probably due to bad emailing practices), you will not be considered a trusted sender by ISPs, so they will most likely avoid delivering your content altogether. For this reason, it is important to ensure that the servers and IP addresses we are using are completely trustworthy.
Emails marked as SPAM: in this aspect, a user will mark us as SPAM the moment we start sending them excessive email content, or the moment that what we are telling them does not generate any interest at all.
#ctaText??# What should a newsletter design look like?
What can we do, as a brand, to try to solve this?
Obviously, there are some aspects that we completely overlook when we want to try to reduce email deliverability failure by 100% (for example, what can happen with soft bounces: if a user has their entire inbox full, and, because of that, our email bounces… there is little we can do), but, however, there are many other guidelines or tips to follow that, to the extent possible, will help us improve our deliveries, given that we are not going to give any reason (of those within our control) for our email to be rejected.
Grab a pen and paper, because here we go:
1.- Respect, as much as possible, the privacy and security of your clients' data
2.- Segment your mailings : not all of your database will be interested in the same information. Keep that in mind.
3.- Personalize your messages, but without going overboard: it's good for the user to know that you know them... but don't intimidate them.
4.- Try using interactive emails : either through questionnaires or surveys, dynamic elements… etc.
5.- Make sure, at all times, that you have the best possible optimization on mobile devices.
