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Demystifying Deliverability: How to Restart Your Email Marketing After Closing

The impact of the new crown epidemic is great Send email in 2020 As businesses adapt to consumer changes after the vaccine is launched in 2021, it is important to take the time to evaluate your email marketing strategy.

Although we understand the necessity and urgency for marketers to communicate with their audiences, it’s also important to note that these emails are not only for your Sender reputation, And the experience of the people hosting them.

As your trusted email service provider, the deliverability of your email and protecting the reputation of your (and our) senders are our top priorities! We have listed some key factors to consider before sending the next email.

The permission to send emails is not Evergreen

Permission to send email When people forget where they are and how to register your email list, it can expire quickly. This is especially true if you have not regularly contacted subscribers via email in the past 12 months. People who shop, dine, and interact with you 1-5 years ago are unlikely to remember who you are, how you collected their email address, and will wonder why they suddenly received your email.

Sending emails to non-participating lists with many inactive addresses can cause participation and delivery issues, such as low open rates, high bounce rates, and high unsubscribe rates, as well as potentially high spam complaint rates. Email providers (Gmail, Yahoo, Microsoft, B2B domains) use these metrics to determine your sender’s reputation and how to handle your email.

A good sender reputation means that your email will be sent to the inbox, while a bad sender reputation will cause your email to be blocked or filtered as spam.

Audit and segment your database by subscriber activity

Before you send your next campaign, we strongly recommend that you review your database and segment your list based on user activity and engagement. This helps you determine:

  • The most active subscribers who opened an email or clicked a link in the past 12 months
  • Recent subscribers who opted to receive your email in the past 12 months
  • Contacts who have had online activities in the past 12 months, such as online purchases, website visits, account activity, active paid subscriptions
  • The least active and least active subscribers who did not meet the above criteria in the past 12 months

If you have been in regular contact with your list in the past 12 months, you can continue to send emails to participating subscribers as usual, and you may consider sending inactive or non-participating users a re-participation e-mail mail. However, if you don’t email your list regularly — at least 1 or 2 emails every 6 months — then you need to be careful to increase emails to your complete list.

Any subscribers who have not shown any events or participated in more than 12 months should be removed from your list, because sending to these “ghost” contacts will only damage your sender’s reputation.You also risk sending emails Spam trap And log in to the anti-spam blocking list.

Add email to your complete list

Your sender reputation is associated with your sending domain-this is everything after the “@” in your sender’s email address. Depending on when you last emailed the complete list and the size of the list, you may need to slowly train your email provider that your emails are legitimate and your subscribers want to receive them.

To rebuild your domain reputation, send an email to the smaller part of the list and monitor how your subscribers respond in the next 24 hours. If you see good delivery and engagement metrics, such as open rate higher than 10%, bounce rate lower than 4%, and spam complaints about 0.02%, then you can double the number of next campaigns and Check the results again after 24 hours.

It is crucial to review your results after each event to assess the impact of the increase in email volume on your overall results and take steps to resolve any potential issues Participation issues Before upgrading to your complete list.

Check your results after each event

Your subscribers are the best source of information about how your email is performing.View your Activity report After each event, check the activity and engagement of your audience, and track any negative signs, such as a drop in open rates or a spike in spam complaints.

These indicators highlight any participation and delivery issues that directly affect your sender’s reputation and the success of your future events. Campaign Monitor users can also use Insight Part of the account to easily track user engagement.

Activity monitoring insight

E-mail sending and participation problems are usually a symptom of the way e-mail is collected and managed, and looking at both can highlight the root cause of these problems. Are your listing permissions based on people directly choosing to receive your emails?Is your online form secure Spam attack Use reCAPTCHA?Have you set it up DKIM certification For your sending domain? Do you re-attract less active contacts and delete dormant “ghost” contacts?

Follow these recommendations Deliverable practices It is the best way to maximize user engagement and minimize deliverability issues.

wrap up

The inbox of your subscribers, similar to your own mailbox, may now be overwhelmed by emails from brands they have contacted. It’s time to think like a subscriber and send relevant and wanted content to attract your audience and make your email stand out.

By following the most active and engaged audiences, you can build and maintain your domain’s sender reputation and help your emails successfully enter your inbox.

Remember to keep your emails personalized, useful, concise, and relevant to show respect for subscribers’ inboxes and build brand loyalty and lasting interactions.

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