The opener is king: 10 tips to optimize your campaigns deliverability.
Deliverability is about the ability for an email message to reach its destination, in other words to reach the mailbox of your contacts. It is a strategic lever for CRM Managers because a bad deliverability often hides a certain amount of inaccurate data and reveals a poor database management. Even if deliverability rules are constantly evolving, mailbox providers (MBP) stay inflexible on some key criteria.
What are the 10 strategic points to have in mind to make sure to keep a good reputation among MBP?
01.
Aim for a quality database.
Constant cleaning of your data helps to prevent from hard bounces and spam traps. And who says less unusable emails says better deliverability rates!
Do a regular cleaning of your database.
02.
Classify your domain names.
The first step before launching your CRM strategy is to check that your domain name(s) is/are well registered with mailbox providers to be sure to be recognized in due time.
Dedicate one of your subdomains of your website to your emails.
03.
Send less but send better.
No matter of the channels you are using, you must try to strike a balance because a too high marketing pressure could be counterproductive for both your targets’ engagement and your reputation/deliverability.
Try to systematically exclude people who already received one of your communications during the past week.
04.
No matter of the channels you are using, you must try to strike a balance because a too high marketing pressure could be counterproductive for both your targets’ engagement and your reputation/deliverability.
Segment your sending by targeting your active base in priority.
Target your active audience in priority.
05.
Engage your openers.
The more your emails are opened, the more you are recognized by MBP as a sender offering good content, targeting the right contacts.
Deliver a short but attractive email’s subject.
06.
Personalize content.
A personalized email has a unique click rate 41% higher. The more your emails’ interaction rates are good, the more your reputation will be positively impacted.
Try to personalize the product section of your emails.
07.
Facilitate content reading for the robots.
Your emails’ HTML code is one of checks made by MBP to be sure that you are not a spam or a virus.
Have a look at your code’s quality among international standards.
08.
Be creative while respecting the rules.
People scroll in average 180 m on their smartphone every day. To catch their attention, digital content must be innovative and disruptive.
Privilege formats that are well read by MBPs.
09.
Not all can be said.
The algorithm developed by MBPs is blocking some words. They are called “spam words”. They must be banished from your emails, both in the subject and the body.
Be careful with the lexical field that you are using.
10.
The opener is king.
If a contact is not satisfied by the offer he is receiving by email, he will unsubscribe on his own in 60% of the cases. By avoiding spamming, you positively act on your reputation.
Identify these contacts to exclude them from your communications.
splio.com
Since our very beginning, our teams have been helping our customers to ensure a better reputation among mailbox providers to ensure optimal deliverability. Splio has been a member of the Signal Spam Association since 2016. To know more about our marketing automation platform, contact us!
Splio, the deliverability champion!
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