You know when you move out of home and suddenly the washing piles up and the dishes don’t get done and the rubbish hasn’t gone out in a while? And you wonder how it got done before?
When you live at home you tend to take for granted that these things magically get done when you were not looking (Spoiler alert – your mother does it) and when you move out of home you realise that you now need to take responsibility and do all these things yourself, and by taking charge of these tasks you can improve the health and cleanliness of your environment. (Wow!)
Well I guess it’s safe to say most of you have learnt that one, however I’ve got something else to break to you; YOU control your sender reputation of your email marketing – not your ESP or mailbox providers. (What!?) That’s right – your mother doesn’t work in your deliverability department. To improve your deliverability and reputation, you need to take some control.
There are five key factors that drive deliverability that you can control:
- List cleansing
- Relevant and valuable content
- Active engagement
- Continuous testing
Now I know deliverability can seem like a very complex system of things that need to be optimised and monitored and analysed and that can seem a bit overwhelming. However there really are a range of simple things you can do to improve your sender reputation, and your deliverability.
What can you do right now?
- Honour unsubscribe requests
- Use a ‘friendly’ recognisable from name
- Send relevant content
- Set expectations
A poor reputation drives poor inbox delivery, however as you control your reputation, the sooner you recognise that the sooner you can improve it.
What exactly can affect your sender reputation?
- Spam complaints
- List quality
- IP Permanence
Recipients can complain because the email may not be of interest or relevance to them, perhaps wasn’t what they expected, perhaps they didn’t recognise the sender, or perhaps they are just receiving too much email or couldn’t find the unsubscribe button. Which is why having a recognisable from name, relevant content and a clearly visible unsubscribe link are SO important.
Firstly, spam complaints can be the #1 reason for decline in your reputation, and is the biggest indicator to ESP’s that your subscribers don’t want your email and this can result in your email being filtered or blocked.
One of the best things you can actively do to increase your reputation is provide valuable and relevant content that your subscribers want to read, the flow on effect being they will look forward to your email in their inbox and they will open, read, and clickthrough, increasing your engagement and over time that helps increase your reputation.
How important is relevance? 25% of subscribers said they have unsubscribed because the email wasn’t relevant. Well I think it’s worth listening to quarter of your entire database don’t you?
The implications of not being relevant are declining ROI and reputation and eventual increase in unsubscribes and/or complaints.
How can you increase relevance?
- Segment your data based on active/inactive subscribers, demographic, location, etc
- Implement a preference centre so the subscribers are in charge of what they receive and how often
- Send a survey asking your subscribers what they want – but be sure to deliver it
- Use dynamic content to change out content based on subscribers preferences
- Use personalisation throughout the email such as name, account number, points balance, purchase activity, etc
Now it’s no use having an email people want to read if people don’t receive it, so ensure you make it a priority to manage your list hygiene, and make that list as clean and shiny as possible. A clean list means you will be sending to actual humans – not spam traps or old inactive email addresses. It also means higher accepted rates, lower bouncebacks, and therefore better deliverability.
How can you improve your list hygiene?
- Review bouncebacks and correct invalid addresses
- Remove inactive subscribers
- Review your data collection process and ensure accuracy
- Grow your list organically – never purchase!
- Implement a double opt-in process
Then once you have implemented these strategies TEST, TEST, and TEST some more. Be continually analysing and testing a range of variables to find out what works, what doesn’t and what can be changed to suit your audience.
What are some things you can test?
- Email frequency
- Subject lines
- Email cadence
- Send day and time
- Personalisation in content
It’s important to get the frequency right because 54% of consumers say they unsubscribe when emails from a particular sender arrive too frequently…. How do you find the balance between too much and not enough? This is where asking your subscribers how often they want to hear from you can be the perfect solution.
Want some further advice? We have deliverability experts, design experts and experienced account managers at Jericho who can answer your questions – email us!