Having the best email delivery is something every marketing company strives for, but just how do you go about getting it? Unfortunately, there are a lot of factors that go into play with landing perfect deliverability, but some of the key reasons are your hard bounce rate, your sending frequency, and how many spam complaints you get.
Reducing your hard bounce rate can be the least painful by having a validation solution in place. At XVerify we check email addresses in real time with the email server. This will immediately know if the email address is registered and active. Our email checks are not done against a database, so if you just created a brand new Yahoo account 2 minutes ago we will be able to check with Yahoo, and report back that it is an open account.
Sending frequency is something that you are going to have to control all on your own. It is best to keep your email sending frequency consistent. If the ESPs notice jumps in sending volume from you, they will get suspicious about the types of mails you are sending. As you acquire more data you may be tempted to mail on all of it, but instead use some step therapy and gradually start mailing on the data to start to engage with the new group of users.
The more opens and clicks you get the better your deliverability performance will be in the long run. However, each time a user clicks the “spam” button this is sending a red flag to their email provider letting them the user does not like your mailings. If you get too many complaints your ESP may completely kick you off their platform. So how can you possibly avoid getting marked as spam? When you use XVerify we have a built in feature that can help you identify complainers before you send out a mail. We monitor many companies’ feedback loop lists, and if one user is frequently clicking the spam button we are adding it to our master suppression list. This way you know who is safe to send to and who you should avoid sending to.
Once you start following some of these best practices you will start seeing more success. Take control of your email marketing now, and make sure you are validating your information prior to sending.