Deliverability: The Bottom Line by James Trumbly @econnectemail

Deliverability: The Bottom Line by James Trumbly @econnectemail

Deliverability: The Bottom Line in Email Marketing

Increasing deliverability is a noble goal for every email marketer. And while you may be able to boost your rates with subject line and offer techniques, there is an underlying issue that often gets overlooked: list building.

The Wrong Approach to List Building

Despite the mountains of evidence showing the benefits of building your own email list, less than 45% of all email marketers use permission-based lists. That means that more than half of businesses who send emails on a regular basis buy, rent or use co-registration to build email lists. That’s a problem for three reasons:

  • People who don’t explicitly sign up for your newsletter will be more likely to send you to the spam folder.
  • People who sign up for your list accidentally or only as a result of another promotion will be unlikely to remain active.
  • Purchased or rented lists have high unsubscribe rates because they consist of people who haven’t showed any interest in your products or services.

How to Build a List That Jump-starts Deliverability

Deliverability depends heavily on your subscribers wanting the messages you send them. If they didn’t sign up to receive your messages or they don’t remember signing up, they’ll hit the spam button. Respecting your subscribers’ right to choose which messages they receive and which ones they don’t can make a huge difference in how many of your emails reach their intended destination. In order to achieve better deliverability rates, implement these proven list-building strategies.

  • Use double opt-ins whenever possible. By sending an initial email with a link that must be clicked to complete the opt-in process, you increase the likelihood that your subscribers will remember signing up.
  • Make it easier to unsubscribe. Sound counterintuitive? Look at it this way. If a subscriber can’t easily see the unsubscribe link, he’ll hit the spam button instead, which will chip away at your deliverability rates. By making the unsubscribe link more visible, you ensure that the email addresses on your list belong to people who still want what you have to offer.
  • Monitor and remove both hard and soft bounces. A hard bounce should be removed immediately from your list, while a soft bounce can be retried several times before removal. Either way, don’t let bounces sabotage your deliverability.

At eConnect Email – a full service email marketing agency, we help you maintain stellar deliverability by helping you monitor the vital stats of every email campaign you send.

Takeaway: Keeping your lists clean ensures that the highest number of emails possible will reach their intended destination, meaning greater return on the investment you’ve made.

Meet the author:

James Trumbly

James Trumbly

Co-Founder and Director of Business Development for eConnect Email, an email marketing software company. James enjoys spending time at the beach and traveling in his free time. .

Connect with: James Trumbly

Share this page:

Share on linkedin
LinkedIn
Share on facebook
Facebook
Share on twitter
Twitter
Share on email
Email

Connect with us:

To stay in the know and get the best eMail Marketing information that will teach you how to BEE an eMail Marketing Ninja.

mood_bad
  • No comments yet.
  • Add a comment

    Share this page:

    Share on linkedin
    Share on facebook
    Share on twitter
    Share on email

    SUBSCRIBE
    to download our
    FREE GUIDE
    “27 Free Tools Every
    eMail Marketer Needs
    in Their Toolbox”

     

    Your privacy is our privilege!
    We will never rent, sell or share your data. 
    You can unsubscribe at any time, but you won’t want to 😃

    SUBSCRIBE to our newsletter
    to download our FREE GUIDE
    “27 Free Tools Every
    eMail Marketer Needs in Their Toolbox”

    Download our free guide 27 Free Tools Every eMail Marketer Needs in Their Toolbox

    Download our FREE GUIDE

    Your privacy is our privilege!
    We will never rent, sell or share your data. 
    You can unsubscribe at any time, but you won’t want to 😃

    This website uses cookies to ensure you get the best experience on our website.