If you use email to communicate to your prospects, deliverability becomes a critical factor towards your success. Regardless of how well planned and persuasive your content, and presentation, your email marketing campaign can still fail, lacking a high percentage of deliverability.
If you are new to email marketing, think of email deliverability as an expression representing all issues that prevent your intended targeted recipient from receiving your mail. As email marketers know, knowledge is power. You cannot win any game you are unprepared to play. So, what are some of the most common hindrances to your delivery success?
Return to Sender – Bounced Emails
Maybe some of you still remember the song by Elvis Presley, "Return to Sender, Address Unknown." That is also a great explanation of a bounced email. Think of a bounce as a message that is "returned to sender." The email is dispatched, but for some unknown reason, it never makes it to the recipient's email address. The sender gets an automatic response that the email message did not get through. This response is typically called a bounced message.
Normally a bounced email falls into two categories:
Hard Bounces: There is a technical problem with the email address: Either the address no longer exists or you have mistyped or misspelled the address. If the address is incorrect, for whatever reason, the server sees it as a bad address and bounces the email. Why does this happen?
People change jobs and thus their work email is not longer valid. People change their email address without notifying their subscription carriers. Your email address lists are not being updated and cleaned, reflecting these changes.Soft Bounces: A temporary technical glitch:
Bad Internet connection Website temporarily down Server problemsFrequently, the server holds your email, and will make several attempts to resend your email at another given point in time. Sometimes, you receive a bounce message, almost immediately, explaining the problem, and specifying the particular email address with which there is a problem. Then, at other times, you may get the bounce message several days after the email has been sent, or receive no bounce message at all. That is why it is imperative that you track every email marketing campaign, from start to finish.
How to Improve your Email Deliverability
Managing your campaigns totally depends upon live and accurate metrics and statistics. Without the facts, your campaigns become "guessing games," which can never supply the results and goals that you need. ROI's are built on successful responses. Using the right email campaign software will automatically cover the most important bases in your tracking metrics, such as:
• Delivery Rate: The number of emails physically delivered to your recipient's inbox.
• Open Rate:The number of delivered emails that were opened.
• Click-Through Rate: The specific number of times a link in your email was clicked-through.
• Unsubscribed Rate:The number of people who chose to unsubscribe to your email or e-newsletter.
• Conversion Rate: The number of people who click-through on your call to action.
You can see just from this short list how important it is to know what happens after your email campaign is sent. Email campaign software gives you the management tools you need to make your campaigns successful. It is a fact that good email deliverability comes from good email management.
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