You have been trying to get in touch with your clients. Looking at the dashboard, you are astounded that the open rates of your emails are low. Worst of all, the bounce rate is going up. And therefore you are anxious to fix your email deliverability issues.
Detect and diagnose problems
- Think about what type of contact list your company has. Are these email lists bought from a third party vendor?
- How relevant are the contacts in relation to the business?
- Think about how you should segment your contacts into subgroups if they are sourced organically
- Check how many times your email campaigns have been sent out to the same target audience. If the contact list has already received this multiple times, it’s time to consider a different approach to engage your audience.
- Make sure your email gateway is set up properly and keep an eye on reputation metrics
Resolve issues based the root cause
- Primary source of leads: bought from a lead generation organization
By default, if your company outsources lead generation to an outsider, the engagement rate is bound to be low. The best way is to stop buying leads. Take advantage of organic search engine results to bring in more traffic to your website. If the business is at an infancy or growing stage, it is very important to tell your copywriters to use their time wisely at work! Be authentic, DO NOT copy others. Connect with readers at a deeper level with relevant story lines. Make your company a go-to resource. If your business is centered around services and entertainment, consider forums to engage visitors and existing customers. If it is consulting services, share your expertise in the latest trend and how-to guides in your industry. These informative content would increase organic traffic, bringing value to your frequent visitors. Above all, your website would have a better placement in Google search results once your content is “aged” and the robots have crawled through the entire website. You can also collect inbound leads from subscription forms.
2. Your contact list rarely opens emails.
Put yourself in customers’ shoes. Have you ever get annoyed by spams, emails that are redundant? Here’s what you can do to be constructive for your email campaigns:
#1 Create tailored content in your email to target different groups of people in your contact lists
#2 DO NOT send them haphazardly. Send email in a sequence, one follow-up email after another to nurture your customers and grow their interest gradually
#3 Respect your customers. If they have unsubscribed, chances are the products and services you offer are not compatible with their needs or interests. DO NOT send more promotional materials. They can report you for spamming and disregarding their email preference.
3. Ensure your email gateway is set up well
Yes, IT is essential in marketing. Without stability in your infrastructure, your email servers would be unreliable and you would have trouble reaching your prospects.
What’s worst is your email deliverability suffers and the sending reputation is weak.
Advice: fix your sending reputation by sending only to opt-in, permission-based contact lists. Be sure to check the age and the sending history of your company. Age matters, because if the sending pattern has been dormant for over 12 months, you would encounter engagement issues. DO NOT email your purchased list. STOP using them.
If your domain has a bad sending reputation, consider changing to a new one and start fresh with your mailing lists. If you keep this domain, the effects are often cumulative, with high bounces, low opens and high spam complaints.
In contrast, a domain with strong sending reputation has high open rates, many clicks, low bounces, and low spam complaints. These results have positive effects on your sending reputation, and in effect, enabling compliance in your data. This success influences both the results in email campaign, and also the potential success of all your future emails.
Understand that every decision comes to data sources, content, and list quality. They have both positive and negative effects for the future email sending. Always take control of your sending reputation and monitor the email list performance.
By complying with permission policies and best practices, you’ll be well positioned to develop and maintain a strong sending reputation.
Plan for alternatives
Now you have discovered the weak points: falling opens, increasing bounces and low clicks. Identify the most active subscribers, and prioritize sending to these emails with your engagement segments.
If your sending reputation has serious issues and/or you are anticipating to switch email service providers, you might want to focus on your stronger, and most active segments in the longer term as a ramp-up plan.
Based on your sending history, look at what has been working well, and use this as benchmarks for future emails. Here’s what you could do to be strategic: Stick with what you are most familiar with your subscribers and campaigns that perform well to consistently see success in your emails.