Your email list is one of your most valuable assets. However, sending out a newsletter or promotion can sometimes feel like taking a shot in the dark. Are people reading your emails? In some cases a better question would be: are they even receiving them?
Your email campaigns shouldn’t feel like a crap shoot. The first step in getting people to read your emails? Well, make sure that they’re getting them!
First thing’s first, take a look at the data
You don’t typically get surgery without an initial consultation with a doctor. Your email list is no different, you have to see what (if there is one) the problem is before you can fix it. So, look at your email marketing reports.
Any good email service provider should offer you the ability to look at all of the engagement metrics. What are your bounce rates? Open rates? Click rates? Are you getting any spam complaints? Once you find the hole in your boat, you’re that much closer to the plug that will stop that leak!
We’re not talking about the tough guys that hang outside of nightclubs. We’re talking about bouncers or bounced emails. These are emails that could not be delivered successfully.
There are a number of reasons for a bounce. For instance, it could be that the email address no longer exists or that the domain is dead, and there are other causes. Your bounce rate should be under 2%. Anything higher than that will negatively affect your sender reputation.
Every email address has a sender reputation. Getting a bad sender reputation means that more Internet service providers (ISPs) will start perceiving you as a spammer. This is why it’s critical to use an email validation service. A reputable one will identify those addresses most likely to bounce which you should remove without mercy.
Remove spam complainers
A spam complaint is when someone marks a newsletter or email promotion as spam. You can’t remove a spam complaint once you’ve gotten it. There is a type of email address known as an abuse address.
Sometimes these are people who habitually forget they’ve subscribed to an email list. Other people are just plain malicious and carelessly mark you as a spammer instead of unsubscribing. This is one of a number of reasons it’s a good idea to have a prominent unsubscribe button in every email you send!
Email validation helps eliminate these abuse email addresses from your email list as they will cause your sender reputation to deteriorate. It’s critical to get rid of spam complainers if you want people to read your emails.
Remove temporary email addresses
Temporary email addresses look just like any other email address. However, the person using one has no intention of staying on your list. Sometimes people use these temporary addresses just to take advantage of some promotion you are doing, like a freebie such as an e-book or infographic.
There are entire websites that exist for no other purpose than to generate a temporary address. If someone isn’t willing to give you their real email address, they don’t have much intention of reading your emails. Again, we return to email validation as the solution. You can even use an email verification API, which works behind the scenes to check every new subscriber in real time when they sign up on your website or elsewhere.
Want to be sure? Test before you send!
So, you’ve validated your email list and removed risky data. Are you feeling confident? You can send your email campaign knowing that your reports will look a lot more encouraging this time. For instance, you’re going to notice that more of your emails will be delivered.
But do you know how many of them went to inbox or spam? There’s a way to find out before you send. By using an inbox placement tester, you can get insight into where your emails are going. Inbox or spam? Wonder no more!
Furthermore, if you want to improve deliverability, it’s a good idea to use an email server tester and make sure that your mail server has all the right configurations. This is a vital step to your email marketing and detecting any possible issues ahead of time. Knowing this information beforehand is like an ounce of prevention being worth a pound of cure.