Email marketing continues to enjoy some of the best ROI, second only to social media, but in order for your email marketing efforts to produce the results that you need them to, they must all reach the target inboxes first which, unfortunately, is not as easy and as straightforward as it may seem.
Then of course, there are the transaction emails, which often contain essential e-documents, links and/or act as proof material. These are the ones which simply have to make their way to your customers’ inbox for the business to remain compliant with legal and/or company policies. Once again, just like marketing emails, ensuring deliverability isn’t always as simple as just sending customers an autogenerated email and forgetting about it.
So, the question is, how can we ensure deliverability for both promotional and transaction emails? It usually takes a bit of experience to avoid the common mistakes, but by the time you are done with the points that we are going to discuss next, you should be able to avoid that learning curve altogether!
Impeded Email Deliverability: Why are Your Emails Not Reaching Your Customers?
Usually, the email arrives in milliseconds, but the milliseconds between sending and receiving an email involve multiple, complex electronic processes, which have become even more complicated lately. The last and the most impeding level of complexity is added on by the email service provider to prevent spams, scams, junk, malware and other potentially harmful emails from reaching the receiver’s main inbox.
Aside from being a necessary form of cyber protection against various threats, the email service provider’s antispam filters may also prevent promotional and even transactional emails from getting through to the receiver in time.
Ironically, this is a result of overzealous, push marketing methods, which were adopted widely during the early days of email. Therefore, the mistakes of previous generation marketers have made it particularly hard for genuine marketers today, and even for transaction emails trying to get through to the customer inbox in time with 100% accuracy.
Are You Monitoring Your Email Deliverability Performance?
Email deliverability can be improved to a great extent, and it is actually a necessity in case of transactional messages. Receipts, invoices, confirmations & notifications regarding the orders and password reset messages, among others, cannot fail to reach the client in time.
Before we can even adopt any corrective measures though, the very first question would be, in what way are you monitoring your company’s email deliverability performance? How will you even know if an important transaction email fails to reach a customer?
Smaller establishments often falter here, because they usually don’t even have any system in place to estimate how many of their emails are making their way into the customers’ inbox and how many are residing in their spam folder.
Therefore, the very first step towards improving your email deliverability performance would be to monitor it, which is where a tool like Sendinblue’s SMTP system comes in. It is leaps and bounds ahead of any website builder’s native email service, and their dashboard lets the admin monitor every KPI (deliverability performance, open rate, clickthrough rate, etc.), providing them with a clear picture regarding exactly how good or bad their current deliverability and email marketing performance is.
It takes the guesswork out of the whole process, and makes it easy to figure out when a transaction email or a marketing message bounces, but that’s not all. Read more here to know how a strong STMP can help businesses improve their deliverability rates rapidly by guiding them towards making immediate changes to the technical or content structure of the failing emails.
Are You Hampered by a Poor Reputation?
Sending the reputation of the business is a key factor, based on which the deliverability rates will vary. In case your emails have been reported as spam far too many times, the email service providers will begin to either completely block your emails, or let them through, only to never be seen again by the receiver because it ended up in the spam folder. Unfortunately, most small businesses do not even have the performance metrics monitoring systems in place to know if that’s exactly what is happening to even their transaction emails.
Whatever the reasons might have been for your business losing its sender reputation, it needs to be repaired with a conscious effort. Go through the following steps which will help towards repairing sending reputation, but it may take a while before you begin to see improvements in your email deliverability performance if your reputation is already damaged.
- [email protected]/yahoo.com, etc. is not ideal for businesses and has a high bounce rate; send from your own domain address instead
- Stop sending to dormant email addresses (12-months+)
- Personalize emails with relevant content; poor open rates lead to poor reputation
- Do not send frequent promotional messages
- Update your email list to remove unresponsive addresses
Regular, promotional emails are the ones that build the reputation, based on which even important interactive or transactional messages from a business might be allowed/disallowed from getting into the customer’s inbox. The system views the business as a whole most of the time, and cannot always make the distinction between a transaction email and a spam message.