This article focuses on things that your email marketing software provider can do to improve delivery rates of your marketing material. We look at two of the main factors.
What can your email marketing software do to increase the delivery rates of your email marketing campaigns? There are plenty of elements of the deliverability of your email that you should be taking responsibility for but providers of web based email marketing software also have their part to play. Your ESP should be helping with these things (among others):
IP address issues: Your readers ISP decides if your email will be delivered so it is important that they rate the quality of your email. If you want to avoid the ISP classing your email as spam you will need to follow best practice as a marketer. Once this happens, you can produce the most fantastic and informative email marketing material, but sadly it will never be seen by the recipients as it will be caught by the ISPs spam filter. As well as your behaviour, it is really important that your ESP gives you your own IP address. If you are sharing an address with their other clients then their bad practices could be affecting the delivery of your email. You do need to consider volume though. If you arent sending many emails then you wont build a reputation with ISPs so you may be better off sharing an IP address with other reputable marketers.
Authentication of emails: ISPs check the authenticity of senders before they allow email into users inboxes. Primarily the ISPs are aiming to filter out phishing scams and spam. Phishing scams involve email purporting to be from banks and other major brands. Help you authenticate your mail with the ISPs can be provided by web based email marketing software companies.
Two main problems come from not authenticating email: The ISP may block your email. Even if they dont take this action it will certainly make it more likely that the email is classified as spam. Where emails are delivered the user is likely to be advised that sender hasnt been verified. The user is much less likely to actually read your email with either of these outcomes.
As you can see email marketing software providers can do a lot to help you with your email marketing activity. There are many more things you need to think about when it comes to deliverability which will be covered in future articles.
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