The notion of email deliverability is getting increasingly popular by the day. However, with the bits of information scattered all over the web, it may be challenging to figure out what is email deliverability in detail. Today, Folderly experts will try to solve the issue once and for all!
- Definition of email deliverability
- The notion of domain and sender reputation
- Main DNS records setup
- Email lists, blacklists, and segmentation
- What is an email warm-up?
- What are spam filters?
- Content marketing and sender behavior
- Key performance metrics
The simplest way to define email deliverability would be to state that the term outlines the success of the email's primary mission – being delivered to the receiver's inbox. However, you should keep in mind that the marketing message shouldn't hit the spam folder to keep the deliverability rate high. To put it simply, the main marketing goal of email deliverability is to define whether a sent email reaches the user base effectively. Should the delivery fail, the conversion rate and potential income of every marketing campaign would decrease.
How essential is successful email marketing deliverability?
To dive into the matter a little deeper, it needs to be pointed out as to why email deliverability matters. There are three vital points to keep in mind when working on your email marketing campaign.
Ensured max ROI
Once the deliverability rate drops, you may end up damaging the whole marketing campaign without even knowing it. No matter how great the content you produce and how much you invest, it will matter little in case none of the emails reach the primary user inbox. Thus, once you fix your email deliverability, the ROI will increase, and that is how smart business owners work.
Established user connections
User engagement is vital when it comes to effective marketing. Most businesses and companies grab the chance to communicate with their customers via emails. The way your potential clients interact with your emails will give you insight into how to improve the email marketing campaign, should the bounce rate and click rates be unsatisfactory.
Topping the inbox competition
There is a slim chance that you are the only service provider in the field. Thus, to battle the competition, you need to act smart. The more marketing emails reach their primary competition, the further ahead you will be of your rivals.
Factors that affect email marketing deliverability
It is not enough to be aware of why deliverability matters. You need to learn about the things that affect the deliverability rate, too. These are the main factors to keep in mind when you think about improving email deliverability rates.
Once you start working on the email marketing campaign, you have to ensure that the network you are about to send it through is safe. The same applies to infrastructure health. Unsafe routes will lead to utter delivery failure and will impact the deliverability negatively.
Now, every business owner is aware of the fact that well-composed message content is the key to successful deliverability. Any suspicious messages end up in the spam folder. Thus, you should constantly be testing your messages to figure out which option brings in the best result.
The notion of sender reputation is highly underrated. Yet, it is one of the main factors that affect email deliverability. While it is nearly impossible to calculate the reputation rate precisely, the lower the IP address trust rate, and the higher the negative user feedback score, the less reliable the sender reputation will be.
Thus, you should keep an open eye on your sender history and rep to enhance your deliverability rate.
Do you need to check email deliverability to track email marketing success?
In case you still don't know, email deliverability is the core of successful marketing. There are a few factors that can prove the point with ease. First things first, you need to realize that no matter how appealing and informative your mail is, all the effort will go to waste if no one opens it or most people send it to the spam folder.
Challenges in measuring email deliverability rate
One of the primary inconveniences when it comes to deliverability email analytics is that the data on where an email ends are missing. Thus, the server will let you know if the address in use is inactive or the inbox is full, yet it won't inform you where your message has been routed to. Just when you start to assume that the mission is a lost cause, it helps to bring the notion of deliverability tools in.
How do you check email deliverability to improve the scores?
There are different types of tools to run an informative email deliverability test and work to improve the current outcome should your deliverability scores leave much to be desired.
The main point of spam checker engagement is testing the content you send out. The number of links and attachments inserted, along with failing grammar and punctuation, may 'assist' your emails hit the spam folder ahead of the competition.
Seed list testing
Another tool for deliverability testing is a seed email list. The engagement of such seed lists ensures that you can view how each email client receives and views your messages. However, that is not the most reliable email deliverability test since it rarely involves real people to leave feedback.
Reputation monitoring tools
You can also choose some tools to monitor the IP address and domain reputation. Such tools are designed to help you track whether your IP address or domain is added to any existing blacklist. Besides, you can set either DKIM or SPF records correctly with either tool in use.
How do you improve email deliverability?
Once you notice an unsatisfactory bounce rate and decide to improve the scores, there are a few directions you can push in.
|Active email lists||one of the easiest ways to improve email deliverability is to delete inactive addresses from your mail lists. There are tools designed to deal with the task automatically.|
|Appealing content||the best way to engage your users' attention is to provide them with accurate and triggering offers instead of over-spamming them with non-informative messages.|
|Simplified unsubscribing process||once you decide on improving email deliverability, you should realize that your customers should be entitled to the freedom of choice. Once a person unsubscribes from you, both of you will benefit from saving the involved effort, which can be pointed in another direction.|
Email deliverability is a crucial component of effective email marketing. The more aware you are of what it is and how to improve email deliverability, the easier it will be to tune in your marketing campaign and reap the most benefits of every single minute and penny invested!
Email marketing is often treated as one of the simplest ways to bring the word to the potential audience. However, just as simple as it seems, so complicated the whole process is. Have you heard about the notion of email sender reputation? It is time to disclose all the secrets and tricks that the sender reputation involves!
Email sender reputation – a brief definition
So, what is email sender reputation? To put it simply, it is something like your credit score. The better the reputation is, the more perks you will dare to reap. Failing sender reputation will inevitably lead to utter damage to your marketing campaign. All due to the fact that your emails will be marked as spam and will end up in the related folder.
The sender score consists of two main parts: IP reputation and domain reputation.
You should know that every email service provider has a variety of IPs that you can choose from. Various accounts share most IPs, but you can go as far as to invest in a private alternative, yet you can expect to pay a pretty penny.
Every IP address carries a certain reputation that servers judge as either reliable or not so much. IP reputation is worked on for an extended period, but a single wrongly programmed marketing campaign can ruin it in the blink of an eye.
IP reputation is closely intertwined with sender domain reputation. No matter how great a rep your IP has, if the domain has been spotted sending out spam, the marketing campaign will most likely fail. However, you should keep in mind that even the most spotless sending history will do you little good if your IP reputation is low. Thus, the two elements work in utter sync with one another.
How to calculate domain reputation?
One of the main points to realize is that you can’t calculate your domain reputation precisely. The thing is that every email client has a different strategy when it comes to the calculation score. Besides, it may be great when it comes to Gmail, but Microsoft can view your campaign as a scamming one.
So, in order to check the average domain reputation, most experts advise using dedicated tools and paying attention to the email metrics. Should you notice a drop in open rates and general user engagement, you may want to work to improve the domain reputation.
Which factors affect email sender reputation score?
Before you choose to launch a reputable email spam checker, you may want to determine what affects your sender score.
|Spam reports||the more people mark your email as spam, the lower your sender reputation will drop.|
|Spam traps||should you send an email to an account set up by an ESP to detect spam, you will end up on one of the known blacklists.|
|Bounces||either soft or hard bounce can affect your reputation. The temporary delivery issue or a non-existing account you are emailing will lead to the problem.|
|Sending history||drastic change in email campaign volume or frequency may trigger spam reports.|
|User engagement||the lower is the open rate and general email interaction, the lower the reputation will turn.|
|Unsubscribe rate||the higher the unsubscribe rate, the lower the sender score will go.|
Negative domain reputation check
Aside from the mentioned common factors that can decrease your sender rep, some influence the domain score, too. Some organizations may decide that opting for a ready-made user list is a great way to cut the chase and get ahead of the competition. However, an unchecked email list may be packed with inactive addresses, and you already know where it leads.
Can you improve email sender reputation?
Just like in the case with email deliverability tools that can spike the deliverability rates, you can enhance email marketing domain reputation along with IP reputation by taking a few simple steps.
No one can undermine the use of an SMTP server, but before your message gets there, the incoming server has to be sure that your account is precisely what it claims to be. Thus, working on the SPF, DKIM, and DMARC records is a must.
While it is essential to expand your user base, you may want to consider holding your horses back. The fact is that if you start covering too large a client base within a short period, it may have a negative rather than a positive effect on your reputation.
No matter how organic a list you may end up with, over some time, a bunch of the addresses will become inactive. Thus, sorting deactivated emails out is another step to take to check email sender reputation and skillfully improve it.
The primary tool that most email clients rely on is user behavior when it comes to any marketing campaign. Open rate, clicks, and reply rate can predetermine the trustworthiness of your account. That is why proper user engagement is among the most successful ways to improve IP reputation and domain rep.
There are a few directions that you can push in:
- Subject lines – email testing is one of the primary tasks to carry out when you are working on the domain reputation check. Something attention-drawing and intriguing is what you should try to come up with.
- Email frequency – when users sign up for newsletters, they may have a specific frequency in mind. Over-spamming your clients with those is the shortest route to spam reports.
- Content quality – you don’t have to undergo detailed email testing to figure out that your messages are non-informative and full of spelling errors and other mistakes. Conciseness and appealing design, along with a well-composed CTA, are what you should aim at.
Sender reputation is the key to success. While it is utterly easy to ruin, it is also simple to work on. All it takes is to consider all the tips and details presented, and you will be on your road to success!
DNS record is one of the most mysterious things in the world of email marketing since it is utterly technical and quite challenging to grasp. Folderly experts decided to break the notion into a few sections so that it is simpler to understand and work with the record in your everyday marketing routine.
DNS record: basic definition
So, what is a DNS record? The abbreviation stands for Domain Name System. One of the primary tasks that the system is designed to carry out is to translate various domain names to corresponding IP addresses. To put it simply, DNS maps names to network numbers. While it may seem quite complicated at its core, you don’t need to understand the DNS record types on the deepest level to use them to your benefit.
Widely known DNS record types
As a network admin, you would encounter some more common records than others. These are the ones that belong to the primary category:
|CNAME||canonical name record is extremely requested when your company decides to register many similar domains. The record will redirect one domain to another when needed.|
|PTR||the pointer record is designed to resolve IPv4 or IPv6 to domain names.|
|NS||the name server is known to supply the category of reliable DNS servers that are deemed responsible for a given domain in query.|
|MX||mail exchanger is destined to store the mail server names that are responsible for receiving messages on the domain’s behalf. The main aim of these records is to outline authoritative servers.|
|SOA||the start of authority holds all the essential data about the zone, including its NS and the admin’s email.|
|TXT||any descriptive data presented in the text form is stored in the TXT record.|
Less common DNS records
Aside from the trending records, you should also check the list of those few that are used less commonly out. They are the following:
|CDNSKEY||those of you with the content delivery network in use may want to add the record as a copy of the DNSKEY.|
|AFSDB||should you be exploiting music or video plugins, you will find this record mentioned on the list.|
|APL||address prefix list is used when a closed system of clients is in question. Think about delivery driver devices to get a better idea of how the list should work.|
|DNAME||the letter D in the name ensures that you can work on new trees for your subdomains.|
|HIP||host identity protocol is to separate IP address’ roles.|
The role of DMARC DNS record
There is a separate record that deserves your attention. DMARC DNS record stands for Domain-based Message Authentication, Reporting, and Conformance. Yet another TXT variation can determine what should be done with an email that fails authentication and the delivery is disrupted.
There are two main goals that DMARC serves:
- Notify the recipient server about either message Quarantine, Rejection, or Approval for further delivery.
- Send reports to email addresses containing information on the messages spotted from the domain.
How to add DMARC record to DNS? The process is quite simple. Take these steps to succeed with the setup DMARC:
- Go to the Hosting DNS provider and choose to create a record
- Select the TXT record type
- Introduce Host value
- Provide Value data
- Save the record
- Validate the setup
The general outline of the SPF record
What is SPF? Sender Policy Framework outlines the list of IP addresses that you approve sending emails to on behalf of your domain. The list is presented in the form of a TXT file. SPF records were introduced over 20 years ago to prevent phishing attempts and cut numbers of spam messages.
SPF records come of great use when you want to improve your email deliverability and grow the user base. SPF records qualify your messages are authentic and prevent scammers from sending spam on your behalf. You should realize that each SPF record works in sync with DKIM and DMARC records. It would be unwise to go through the process of setup DMARC and let the notion of SPF go and vice versa.
The notion of BIMI email record
Now, it is time to check the BIMI record out. Brand Indicator Message Identification record is what should be used if you want to add a brand logo to the marketing email. BIMI records have little to do with either email delivery or email deliverability but carry a great value when it comes to the identification of trustworthy emails.
How does BIMI email record work?
When compared to an SPF record, a BIMI one has more to do with the user than with the process. The fact is that when a client notices a known and legitimate brand logo, they form a positive opinion about the message. Thus, the open rates along with the click-through scores increase, and that have a direct impact on positive email deliverability and general domain reputation.
As you can see, each of the known DNS records is designed to play a crucial role when it comes to email delivery, email deliverability, and passing by Google spam filters. You don’t have to master them all in detail to be able to reap the benefits on offer. The sole fact that you are aware of their existence will ensure that you do your best to have them intact.
The Internet is the indefinite source of information, inspiration, and all sorts of goods. Once you come across a vendor that seems to fit your needs and preferences, sharing your email address with the website or online store does not matter much. However, what happens to your personal information later? That is precisely what we will discuss in this review. It is time to master the matter of email lists!
What are email marketing lists?
The truth is that email marketing lists are pretty basic and straightforward in their core. An email list is a group of email addresses gathered by a service provider through the website, blog, or other subscription types. Once such a marketing list is composed, the service in question will use it to spread the word about their current offers and work on building a successful sales funnel.
Trending types of email marketing lists
Even though the definition of a marketing email list is pretty basic, when you dive deeper into the field, you will figure out that there are countless details to the matter. One of such details concerns the types of marketing lists. They are three:
- Built marketing lists
- Obtained marketing lists
- Rented marketing lists
How do you build an email marketing list?
It is not a secret that you can buy email lists or work with free email lists found on the web. However, in either case, you will risk your deliverability rate since most of the presented addresses aren’t tested. Thus, to build an organic list, you may want to spend a little extra time and effort to reap all the benefits in the future.
Should you decide to take the longer route and create an organic email marketing list, you should consider a few major points to ensure the success of your campaign.
Quality – only real people receive your messages and offers.
Relevance – your messages go to your target audience, customers truly interested in the products and services you offer.
Volume – when building your list, you should consider the acceptable frequency so that your customers don’t mark your offers as spam.
Steps to take when building an email list
After in-depth research and careful evaluation of the mentioned above points, you should follow a series of steps to establish a successful campaign.
Step 1: Early start
While it may sound quite obvious, the earlier you start, the sooner your organic lists will be ready to use. Such an approach ensures a successful and profitable campaign.
Step 2 Explore your contacts
In the majority of cases, many leads and potential customers can be found in your contacts circles. You can start the campaign by sending your offers to your contacts and increasing the list gradually.
Step 3 Opt-in Incentive
Work on appealing lead magnets that will help you gather more addresses of those already interested in your service. You can ask for an email address in exchange for a valuable piece of information that can only be downloaded.
Explaining email blacklists
The minute you decide that you’ve grasped the meaning of email lists, you should also realize that email blacklists exist. A blacklist is a type of database that contains all addresses marked as spam. The database is constantly updated. Another simple definition of a blacklist would be to characterize it as a filter that indicates if your messages get into the primary inbox or spam folder.
How do blacklists operate?
The principle of how most blacklists work is quite basic. If an ESP flags your emails as spam, your address will be added to one of the existing blacklists.
How to check email blacklists for your address?
Now, when you know what the notion of blacklists stands for, you may wonder if your IP address or domain is listed on one of those. Main lists are available for all to access. So, you can start with the following options and expand your search if needed:
- Spamhouse among the others.
What is email segmentation?
Email list segmentation is yet another popular tool that any experienced lead generator values above all. So, what is email segmentation? To put it simply, it is a precise division of your email list into different parts or segments to improve lead conversion and move those down the sales funnel successfully.
List segmentation is all about understanding the specifics of your target audience and adapting the content according to each group’s needs. While it may seem that email segmentation takes time and effort, the conversion rate and revenue growth are worth it. Proper customer segmentation with email lists ensures that all the contacts get the information they personally require at the exact time it seems to be of undeniable use.
Choose your perfect email segmentation strategy
When it comes to segmentation for mailing lists, you should be aware of the fact that there are different segmentation ideas to put to use. According to your personal needs and preferences, you can decide on a single email segmentation strategy or experiment with a couple of those at once.
Basic email segmentation
The simplest segmentation lists can be created according to the demographic information you possess. You can start dividing your customers according to their age, location, or gender. Based on these details, you can perfect your email campaigns and suggest the contacts services and products that the category is known to consume best.
Company scope email segmentation
Even if your offer is critical to organizations of all sizes, a corporate offer for a large company will be declined straight away by smaller enterprises. Once you divide your contacts into three, you will be able to send out a valuable email that each will deem worthy of consideration.
Sales funnel segmentation for mailing lists
When you work on lead generation, you surely realize that not all of them will make it down the funnel. Thus, approaching users at the top of the funnel, those right in the middle, and customers on the brink of purchase should differ. Such list segmentation ensures that every prospect, lead, and consumer gets the perfect piece of information, encouragement, and attention they truly need.
Email segmentation tools and software
The theoretical approach to segmentation, including all the mentioned segmentation ideas, is a great start. However, it helps to understand that an ESP that approves segmentation is needed. Besides, there is a variety of tools available that allow it to build targeted opt-in email forms so that you can introduce them into fitting email segments.
There are other types of segmentation for mailing lists that you can put to use too. It helps to build your campaigns according to your personal needs and preferences, with a special incline to the niche you represent. However, in either case, email segmentation is worth every ounce of effort put into the process.
A cold email marketing campaign is what many businesses launch to gather more leads and promote their services and products. Yet, countless mail deliverability services claim that not every venture brings in desired success. All due to the fact that the emails end up in the spam folder instead of the primary inbox. So, what makes new accounts get blocked the moment the campaign starts? How do you avoid the unfavorable outcome? Email warmup process is the answer to all your questions, and that is the topic that our experts cover for you in great detail.
General definition of email marketing warmup
Before we proceed with more complex notions, you need to be fully aware of what the warmup process stands for. To put it simply, email marketing warmup is your way of ensuring that your new email account is reputable and trustworthy. Generally, it takes as much as sending emails from a new account, starting with a small number of messages and growing the limits gradually.
Some users are unaware of the sending limit that each ESP offers. Let’s say you can cover a limit of 2000 emails a day. If you do it with a newly created email address, the provider will view it as spam and potentially block the account. Thus, before sending the offered limit, you should send out fewer packs. That’s what the warmup process defines.
Is stay warm email important?
You should realize that both your domain reputation and IP reputation are at stake here. The lower the reputation is, the lower will be the deliverability rate, and that leads to an ineffective marketing campaign as a result. The main goal of the stay warm email process is to ensure that your cold email pass by all the filters and don’t end up in the spam folder as a sequence. The more messages hit the primary inbox, the better user engagement you can count on.
How to warm up an email domain to spike the deliverability rates?
When you wonder how to warm up an email domain so that your deliverability improves, you should be ready to distinguish between different scenarios.
Established domain with a new IP
You may have an already established domain at hand, but you crave to increase the sending loads so that you require additional IP. In such a case, IP warming is needed. A cold IP will have no reputation to rely on, so you will have to warm it up yourself. You can choose either a manual or automated approach. Should you stick with a former option, you will have to set hourly or daily sending limits and increase those gradually. In other cases, it takes a reliable third-party service to do it for you automatically.
New domain with an established IP
There are cases when you decide to implement a fresh type of email into the campaign, and thus a new domain is required. With an established IP intact, you don’t need to think about the IP warming process. Technically. In reality, a new domain may lack the juice for the required domain reputation, and the whole adventure will fail. To avoid the undesirable outcome, it helps to consider the corresponding email domain warmup routine.
Fresh domain with a new IP
If you want to start afresh with a new domain and IP address warmup email lists, you should think about warming up the two simultaneously. Keep in mind that in this case, you can set the email warmup automatic approach aside and do everything manually. Worry not – manual warmup will remain the same for both components.
How does domain reputation work?
Every created domain starts off with a neutral reputation. There are two different directions it can go, depending upon your actions – good or bad. The easiest way to turn the campaign in the opposite direction from successful is to start sending mass emails from your account connected with a new domain. The ESPs will view your actions as suspicious and may block you straight away. Thus, you should take time and work on your reputation. There are different deliverability services that can help you achieve the goal should you lack the expertise.
How long does email domain warmup take?
It is impossible to point out a precise period that it will take you to perfect the domain warmup. The process is lengthy and different for every user engaged. Besides, a single unfavorable campaign can ruin the carefully built reputation in no time. The least you can count to spend on the process is about three months. However, in truth, the warmup process is a constant activity for businesses that strive to flourish.
How to write a great warmup email?
Stay warm email is a masterpiece in its unique form. Thus, to master the art of how to write a great warmup email, you need a list of practical tips at hand. Our professionals have gathered the best practices that are known to work.
Just like in the case of a success-programmed cold email, a warmup one should contain an appealing subject line. It helps to step aside from selling when you are just about to warm your connections up. Be concise and informative.
When you work on a new email, you should keep in mind that the more is not always, the better. Thus, you should be brief and outline your company and service in as few lines as possible. Don’t worry. You will have plenty of opportunities to dwell on the details when your open rate spikes.
Most deliverability services point out that poor content credibility leads to reputation decrease and spam reports. So, it helps to check properly whether all the content loads properly and is well-organized.
As you can see, it is a vital step to take to warm your domain and IP up before sending cold emails. Services like Forderly offer an email warmup automatic approach to simplify the process and help those who lack the skill in the area. Should you decide to take the route, Belkins customer service email experts will point you in the right direction in no time. All it takes is to contact us!
No matter the type of business you run, the chances are that your number one priority is to grow the consumer base. Thus, your marketing efforts are of utmost importance, especially when it comes to email marketing. Yet, these days, a quality email isn’t enough to ensure safe delivery and spam filters avoidance. Should you be willing to enhance your network of returning and dedicated customers, email filtering is the notion to grasp to the fullest, and that is what our experts will assist you in!
What is a spam filter: a brief explanation
Before you dive into the deep pool of spam filtering, it helps to define what is a spam filter in its core. Essentially, email filters are peculiar tools designed to protect your inbox from harmful content and potential attacks. You should realize that these days, scammers can use the most reliable email address to steal some useful information from you or harm your software and other sensitive belongings as a sequence.
As you can understand, the primary goal of spam filters is to sort out all the spam and ensure that your inbox is secure and uncluttered. In case you wonder how these solutions act in real life, they are mainly programmed to detect spamming patterns and block them.
How do spam filters work?
Now, when you are aware of what is a spam filter, you may want to discover how do the main spam services operate. First things first, there isn’t a single solution for all types of spam content. Each separate filter has a precise content analysis technique. Let’s discuss them in detail.
Email marketing campaigns are all about textual content. Thus, the related filter solutions search for outlined spamming words in the first place. Anything that involves unique offers and incredible discounts is scanned ahead of all the rest. The same goes for any sexually inclined messages that may be filled with quick links that can steal sensitive data from your device.
Since you are already well-informed on the matter of blacklists, you know that once your email address is added to one of those, spam filters will automatically mark your content as spam.
Another security filter is centered on the email header. If a header comes from an illegitimate resource center, it will be flagged as suspicious. You should be careful when exploiting API carrier solutions, since most emails that are copies of other emails sent simultaneously to groups of people will join the untrustworthy ranks.
Suppose your network belongs to an international group, or you want to expand the business over different countries. In that case, you may want to suggest your customers check the spam folder straight away.
The fact is that some spam filters for email are designed to detect messages in different languages and flag them as suspicious. Warning your audience in advance is the best solution possible.
When you are about to discover how do spam filters work, you have to understand that there is room for customization too. To increase your security levels, you can set special rules that concern every message that is sent to your email address. Once an email filtering service in use detects content that matches any of the pre-set rules, the incoming message will go to spam automatically.
The variety of marketing tools and their functionality grows by the day. The same concerns spam filtering. Special tools, like cookies, track your behavior and send all the emails you usually mark as spam to the corresponding folder. The mentioned filter is known to constantly carry out a content analysis of the emails that are already in Spam inboxes and tune up accordingly.
How essential are spam filters for email?
According to recent research, as much as 70% of mail is spam. The chances you have imagined the numbers are slim. However, you should also realize that it is not the limit since spamming turns out to be quite a profitable business. Modern spammers get overly creative by the day, and utter security of your marketing campaign and the protective solution to apply to a user inbox are a must. These are the primary tools that spam filters stand for. So, you can naturally assume that such marketing tools as spam filters are vital.
How can an average email spam filter help you?
Surely, you know that email lead generation services exist, and so do email spam filter ones. A reliable email filtering service can assist you in a variety of ways. These are the leading solutions you may want to consider:
- Spam-blocking solution
- Your network security insurance
- Spam rules customization for a chosen business type
How do you determine that you require an email filtering service?
You would be surprised at the score of marketing campaigns that fail, all due to the failure of the resource center that denies the need for such marketing tools as email filters. To protect your business from such a mishap, you should always monitor data from your campaigns.
There are a few indicators of an existing spam issue. Browse your campaign report for the presence of Abuse Reports. Any stats that go over zero should be further investigated. You can evaluate your SMTP replies and bounce rate too. Should the replies mention aborted processes or permanent errors, it is time to get alarmed.
So, what is a spam filter? Let’s sum up. A spam filter is one of the safest ways to ensure the uninterrupted security of a user’s inbox. Besides, it is a great way to protect the device from harmful quick links that can potentially damage the available data and software. If you want your marketing campaigns to pass by those, it takes great content analysis and effective marketing tools to preach to your audience and ensure their safety. The importance of reputable email filtering services can’t be overestimated.
Every business that has something to offer its customers wants to spread the word and increase the user base as quickly as possible. While modern society has numerous means to communicate with a dedicated audience, it takes time, effort, and knowledge to master most. Content marketing is one of the surest ways to share information with clients and generate business contacts and leads.
What is content marketing?
While you may already know that B2B content marketing is essential when it comes to customer interaction, you may lack the data on what is content marketing as such. A content marketing company carries lead sourcing out through marketing peculiar business content to the audience. What can be simpler than that?
Yet, the proper interaction of both components is what makes a marketing campaign successful. It is not enough to work on appealing textual and visual content. You need a fair share of marketing expertise to preach to the masses and convert prospective business contacts and leads.
Well-programmed marketing communication is aimed at the following results:
- Quality lead generation
- Audience education and engagement
- Effective customer interaction
Main marketing goals of a content marketing campaign
The major point to understand when it comes to marketing communication between a business and its user base is that there are almost no known goals that can’t be achieved. A well-planned campaign will help you reach the level of customer interaction that you wish for.
To make matters easier to grasp, we will point out the goals that any business management would be glad to fulfill:
- Raising brand awareness
- Improving lead generation
- Enhancing user engagement
- Increasing the sales
- Working on lead nurturing
- Establishing customer loyalty
- Implementing conversion optimization
- Enhancing user experience
The least can go on depending upon your personal needs and preferences along with the field you represent.
What is sender behavior?
Some of you may have already heard about the vitality of sender behavior when it comes to improving email deliverability and increasing the sender reputation score. Yet, not every sender realizes what defines acceptable and necessary behavior. To put it simply, sender behavior includes all the points that concert the sent content. These include the following:
- What you send
- Delivery optimization
- Marketing communication type and other actions
Main types of effective sender behavior
Should you be considering improving email deliverability or sender reputation score, you can take the following aspects into consideration:
If you want to lead effective business management, you should realize that a clean database is what you need to reduce the bounce score and gain a favorable response rate. The simplest way to get there is to work on effective lead sourcing.
What does good lead sourcing imply? There are a few habits you can adopt in order to enhance your sender behavior. They are the following:
- Create a confirmation email to send to your contacts once they join the database.
- Implement a double opt-in database when you are working on a new one.
- Enable your contacts to customize their email preferences concerning your organization.
What happens if you keep the database unattended? The most likely outcome is the fact that the database will contain unverified lead contacts, inactive email addresses, and domains. What can ineffective and rather negative lead souring bring in?
Pre-purchased email lists from untrustworthy third parties. Such lists are known to contain inactive or expired data that can ruin the sender reputation by increasing the bounce rate. Keep in mind that most purchased contacts may have no interest in your services and mark your emails as spam. User complaints will finish the list of unwanted results of improper lead sourcing.
Once you fill your database with specific email addresses and reliable contacts, you can’t simply call it a day. It takes scrupulous database maintenance if you prefer not to cooperate with spam services should the spam reports skyrocket. Here’s a list of steps to take to keep your user base clean:
- Search for email duplicates and delete inactive information.
- Enable your contacts to access preference centers along with profile information.
- Use all available resources to reengage your contacts.
Preference centers and snooze options
Another effective way of maintaining your sender reputation high is to send your contacts the information they actually need. Thus, if users don’t need the content, they can easily opt out. So, instead of spam reports and unfavorable bounce rates, you will keep the database well-organized and active.
Business management that implements a ‘snooze’ option in the process enables the audience to decide whether to leave for good or wait until the need for your services arises. Once a contact uses the option, they won’t receive emails from you until they change their minds.
Send time optimization
STO – send time optimization is responsible for gathering information on when your audience is the most active in their inboxes. This aspect assists effective delivery optimization since you can send out your campaigns precisely when the user base is most likely to interact with them.
Finally, an essential aspect of productive email sender reputation is the content that you spread across the inboxes. Whether you cooperate with email lead generation services or conduct your own generation, the hand-picked leads should receive the best and most highly optimized content. Otherwise, the whole campaign can be ineffective.
Content marketing is a scrupulous process, and it requires a fair share of dedication and in-depth knowledge of the niche. Besides, the ties between your sender behavior and marketing content are the strongest. One may say that the two notions are interdependent. The more attentive you will be to the content creation, delivery optimization, and specific email campaigns, the more effective your business will be.
Online marketing is barely a game of chance, as some business owners may falsely assume. Precise and up-to-date marketing metrics are what can make a campaign a success or a failure. Surely, not all the key performance metrics are 100% accurate since it is the sales industry that we are talking about. It is nearly impossible to measure all the stats you gain to predict the final outcomes. However, the more aware you will be of what to pay attention to in the first place, the more productive your digital marketing campaign will turn out to be.
What are key metrics: primary points listed
Before we dive into the pool of trending performance metrics, you need to be aware of what to seek out when the online marketing campaign analysis comes back. These are the leading solutions a trained digital marketing expert should evaluate:
- Bounce rate
- Total conversions
Average bounce rate
One of the key marketing metrics that you can start from is the average bounce rate. In case you don’t know it yet, the bounce rate stats indicate the percentage of customers who left the platform after visiting the home page. Thus, no website interaction was established. If you lead an effective marketing campaign, the rates will be low. However, should you notice the increase in bounce rate scores, you should immediately investigate what makes the users leave the site. Whether it is the unresponsive mobile version, unappealing layout, or insufficient service information, you will have to work hard to improve it ASAP to help the business thrive.
Another option on the list of key marketing metrics would be the total conversions aspect. Yet, it is also among the list of the most customizable analytical solutions. The fact is that it takes a definite business to entitle the conversion with a specific definition. You should decide whether you want the users to fill out the customer form, become a qualified lead, or make a purchase. Should you notice that the conversion rate is low, it is time to trigger the alarm. The research has it that low conversion signifies marketing campaign failure. Such unfavorable performance will indicate that either the whole strategy is weak or you are preaching to the wrong buyer persona.
Cost Per Lead
Cost Per Lead – CPL – if you wonder whether there are some more precise stats to consider, the mentioned option is precisely what you may be looking for. While the final calculation will depend upon the type of business and marketing strategy that you try to pursue, you can predetermine it well.
All it takes is to measure the monthly cost of your marketing campaign and the number of business contacts and leads generated. Don’t forget that lead generation requires invisible costs involved, such as time and team effort. Besides, there are also different prices that email lead generation services present. Based on the gathered stats, you can decide on whether to invest more or cut the financial part of the campaign.
Return On Investment
When you are involved with the field of sales, gaining revenue is one of the primary goals to achieve. Thus, with every step you take, you should expect a certain return on investment you’ve made into online marketing. As a matter of fact, marketing ROI is one of the most substantial points to keep in mind. These are the return on investment stats that will affect the final decision, including budget optimization and not only.
Two main components define the mentioned metrics:
- MQL – marketing qualified lead
- SQL – sales qualified lead
Marketing qualified lead is the metric designed to showcase the number of users who have expressed interest in the services you provide. To ensure their dedication, such clients usually share their personal information with the vendor in return for the following benefits:
- Downloadable white paper
- Free webinar
- Newsletter subscription
- Blog subscription
The sales qualified lead is all about matching the effort of your sales department and marketing team. Such business contacts and leads are most likely ready to discuss the purchase with a sales rep.
CTR stands for click-through rate. In the era of digital marketing, it is essential to know how many potential customers have interacted with your advertisement. Thus, the given metrics will give you an idea of the number of people potentially interested in your product or services. An average CTR will provide you with all the insight into the effectiveness of your marketing solutions, including design, ad copy, and related stats. So, the higher the CTR, the better the launched campaign. Yet, it is not the most precise metric on Earth.
CPM stands for Cost Per Mille, or cost per thousand. The metric indicates how much it will cost to receive a thousand ad impressions from a chosen web page or affiliate campaign. Unlike the other points, CPM isn’t that simple to measure. All due to the fact that various partners offer different CPM rates. Besides, countless tiny details can falter the precise CPM rate. So, it is advised to use the metrics in sync with other factors available.
Cost Per Acquisition
One of many solutions to track your marketing campaign performance is the CPA. The acquisition is nothing else but a successful sale. It is a peculiar action aimed at a precise definition of how much you have spent on your marketing venture to get a new customer.
One of the main factors that make the marketing metrics so vital is that the measurement aims to gain useful insight into the revenue impact from the campaign.
As you can see, a variety of marketing metrics are at your disposal these days. These analytical solutions can give you valuable insight into the success of your campaign that no other service can provide. It may seem a little challenging to master them all, but implementing a new option into every other campaign will bring in fruitful results in no time.
As you can see, improving email deliverability is a lengthy and knowledge-involving process. However, Folderly experts have gathered all the necessary information on lead generation, spam traps, and spam services, let alone marketing metrics and sender behavior. With data like this at hand, your new marketing venture is bound to succeed. Besides, you know where to find us in time of need. Our trained professionals are ready to offer a helping hand 24/7.