News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
How to lower your email risk
Inboxes are a funny thing. A brand can send fifty messages that land in the right box at the right time, but one mis-timed or mis-targeted email can start a string of bad luck. And, if a brand lands on a blacklist, the chances of ever landing back in the inbox decrease.
We recently chatted with an expert who offers his advice for staying off the blacklists.
"Appearing on just one of the leading blacklists is enough to get you blocked by some ISPs. Senders with low complaints, who don't hit spam traps, and who send email consistently generally don't get blacklisted. However, if you do get blacklisted, having a good sending reputation will help convince the blacklist administrator to remove your IPs from their list," said Victor Amin, Data Scientist, SendGrid.
The first step, don't get labeled as SPAM.
To avoid the spam label, send messages that are relevant and timely to your customer base. Brands need to keep the complaint rates to less than 1% to be acceptable for some ISPs. Also, monitor your list.
"Sending to even one spam trap or "honey pot" will instantly set back your reputation and cause deliverability problems. When you send to a spam trap (an email address activated by an ISP to catch spammers), it means you're engaging in email address harvesting (an illegal practice) or your list hygiene practices are weak. Either way, ISPs aren't going to deliver your email," said Amin.
Next, keep the bounce rate low. Emails bounced because an account is no longer active or if an email box is full or if the customer has set an out of office reply. When emails bounce, subscribers aren't engaged so ensure the addresses in your list are up to date and that they aren't bouncing.
Finally, be consistent is both what you send and when.
"High-volume senders are always a red flag, especially when volumes are inconsistent. Do you send approximately the same number of emails each week or month, or is your mailing schedule all over the map? Consistent volumes based on subscriber preferences are a key consideration for ISPs," said Amin.
Image via Shutterstock
- Report IDs differences in how people use social
- Ad Roundup: Platform expansions and a partnership
- Survey: Hispanic SMBs show strong optimism
- Ad Roundup: Partnership, integration to bring brands more
- Report: Super Bowl ads drove traffic into stores
- Top tips to reduce involuntary churn
- Smart Glasses that look like regular specs will invigorate market
- Less than 1 in 5 CRM managers feel they contribute to business revenues
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...