Deliverability in email marketing: what does it depend on?

Whether your email reaches your subscribers’ inbox without any problems depends on many relevant factors. Here are the most important ones:

1.- Sender Reputation

This concept is the evaluation made by email providers, such as Gmail, Yahoo or Outlook, on the reliability and trustworthiness of a specific sender Entregabilidad en in relation to what they send, how they send it and to whom they send it. It is based on several factors: the deliverability rate of the emails, the number of complaints from recipients and the level of activity of the sender. It also influences the reputation that third-party service companies may assign to your domain and IPs in the world of email marketing, such as blacklists.

A high sender reputation is essential to ensure that emails reach the inbox instead of the spam folder or are blocked, bounced or ended up in the trash .

In order to maintain a positive reputation, it is essential to adhere to certain guidelines. First of all, it is essential to send emails only to those recipients who have given their consent , implementing both single and double opt-in in your subscriber acquisition process. It is also necessary to regularly analyze your email campaign metrics , removing from your list those recipients who are inactive, invalid, or who have marked your emails as spam. It is worth noting that the MDirector platform automatically removes brazil phone number data spam complaints or feedback loops.

2.- Quality of the subscriber list

A clean subscriber list ensures that your emails reach shopify and email marketing complete step-by-step guide inboxes and avoids being marked as spam by subscribers who are not interested in receiving your communications. It is also essential to avoid having spamtraps in your database. On the other hand, applying segmentation techniques based on the characteristics and tastes of your subscribers allows you to send highly relevant messages to specific groups of subscribers interested in receiving specific content, which improves the opening and conversion rates .

To keep a clean list, it is a good idea to perform regular virgin islands mobile data sanitization by removing inactive contacts and invalid emails. To segment more effectively, you can use demographic data, purchase history, or preferences based on the characteristics and tastes collected about your subscribers to personalize your mailings and offer more attractive content to each group.

Contact reputation in MDirector is used to measure their activity in relation to the campaigns you send them. This will allow you to segment your contact lists based on their assigned reputations.

Reputation ranges from -1 (red star) to 5 stars. Depending on their activity, for example, the number of specific days without opening an email, their number of stars will increase or decrease. This way, you can dedicate regular campaigns to the most receptive users or send one-off emails to inactive contacts to try to recover them with win-back techniques

 

3.- Relevant content and personalization

It is essential that the content meets the recipient’s expectations and is not accompanied by suspicious elements. The relevance of the content is linked to the segmentation of the mailing list, because personalized messages, based on the characteristics and tastes of subscribers, are more likely to be well received. Content that interests subscribers also promotes greater interaction and engagement, which in turn improves the sender’s reputation .

A personalized email that usually gives good results is the traditional abandoned cart email. This reminds the person that they have one more step left to complete, making a purchase on the website. To give a final push to this forgotten purchase process and encourage the subscriber to proceed with the purchase of the product or service, you could make this automatic email include a juicy exclusive discount code.

Another important customizable aspect is the sender. The custom sender is the complete email address used to send your campaigns; for example, [email protected]. These types of custom sender domains are better interpreted in delivery processes and strengthen your brand image among customers and readers; it also allows brand recognition by the recipient to whom you are sending the communication .

With MDirector you have the option of having your own custom sender. Our Support and Delivery team helps you throughout the entire process.

4.- Frequency and schedule of shipment

Sending too many emails in a short period of time can overload the recipient’s inbox, which can lead to you being classified as spam and resulting in the unsubscriber. On the other hand, sending too infrequently can cause subscribers to forget about you. Therefore, sending too much is just as bad as sending too little. The ideal is to carry out a sensible and sustained sending frequency over time with adequate and consistent sending volumes.

To strike a balance, segment your list and rethink the way you create and distribute your content . Looking at open and click metrics can help you identify the ideal frequency. Also, consider when your subscribers expect to receive your communications, and create a sending routine.

Timing is also important. Here, testing is necessary. A/B testing with different times and days will give you valuable data. Also, keep in mind your subscribers’ time zone to ensure that your emails arrive at the optimal time in their local time zone.

5.- Optimization for mobile devices

More and more users are using mobile devices to check their emails, so messages that don’t adapt properly to small screens can lose impact and be flagged as spam .

Make sure your emails look and work properly on mobile devices and tablets by advocating for responsive designs.responsiveoptimal. Test display across multiple platforms and screen sizes before launching a campaign. This not only improves the user experience, but also helps avoid deliverability issues.

With MDirector’s attractive editor you can easily view and edit your creatives, and you will also be able to check how they will look on the different types of devices most commo

6.- Tests and analysis of results

With A/B testing you can identify which factors positively or negatively impact the deliverability of your campaign. Some elements to keep in mind are the subject line, sender, content, sending time, and sending frequency . This analysis gives you valuable insights into what best fits your audience.

Using MDirector gives you the ability to measure the performance of your emails and their deliverability. Key KPIs to evaluate performance are open rate, click rate, conversion rate, unsubscribe rate, and bounce rate .

Once you’ve collected all the necessary data and KPIs on the performance of your email campaigns, you need to use that information to fine-tune your strategy.

To know what to display in your emails, research data on the types of content that generate the most clicks and conversions. You can develop specific campaigns for certain audiences that are highly likely to convert .

Metrics will shed light on small aspects to optimize. If the link does not have the expected clicks, try to reformulate the CTA (Call To Action), and if the openings are poor, you may need to update the subject line of the email and the preheader.