To maximize your email
deliverability, you need to be familiar with these
three deliverability tactics:
Set Lower Bounce Thresholds:-
When you hear the word “bounce,” you might think about fun
trampolines or bouncy houses. But for marketers, when an email bounces, it’s
like bouncing on a trampoline except without all the fun with about 100 times
the danger. Okay, I might be exaggerating—but there are definitely some
business risks involved. To understand why, let’s first define soft bounces and
hard bounces.
Soft bounce: A temporary problem with email deliverability that can
be due to an unavailable server or full inbox. The Emails that soft bounce over and over again should be
retired from the future campaigns. If an email continuously soft bounced 10
times in the last 10 campaigns, it might be soft bouncing for reasons other
than a temporary server issue. To keep your deliverability rate high and the
risk of that soft bounce becoming something more, it’s best to retire that
email for good.
Hard bounce: A permanent failure to deliver an email, usually as a
result of the email address being non-existent, invalid, or blocked. ISPs prefer senders to have low hard bounce rates because it
shows that you take care of your email lists and keep them fresh. Furthermore,
because a hard bounced email may be invalid, non-existent, or blocked entirely,
it’s a great candidate for a spam trap, which is an inactive, deliverable email
address owned by an ISP to catch spam senders.
Managing soft bounces: Whether you use an email service provider (ESP) or a
marketing automation solution, you should be able to set a soft bounce
threshold. Oftentimes, these are set to a conservative number like 10 soft
bounces = a hard bounce or an email that should be retired from email campaigns
for good.
Managing hard bounces: Retire all invalid address hard bounces immediately. Most email providers and marketing automation solutions do this for you, but not all do, so make sure that any email that hard bounces is removed from your list. And if you’re using an ESP where you load email lists into the campaign from an external data source like SQL tables or Microsoft Access, be sure to regularly export all of your hard bounces and add them into a suppression list after each campaign. Then, scrub them against your email database when running a list selection.
Managing hard bounces: Retire all invalid address hard bounces immediately. Most email providers and marketing automation solutions do this for you, but not all do, so make sure that any email that hard bounces is removed from your list. And if you’re using an ESP where you load email lists into the campaign from an external data source like SQL tables or Microsoft Access, be sure to regularly export all of your hard bounces and add them into a suppression list after each campaign. Then, scrub them against your email database when running a list selection.
Segment by Engagement:-
Getting an ISP to love you is no easy task. Getting all of
them to love you is arguably more difficult than getting your celebrity crush
to love you. Believe me, I know (you know where to find me, Adele). The number
one thing ISPs love to see is high levels of engagement, which means lots of
recipients opening, clicking, reading, scrolling, and engaging with your emails
on a regular basis. When you have high email engagement, ISPs will allow the
majority of your emails to hit the primary inbox because the demand from your
recipients is high. This is called inboxing, which is the percentage of emails
that hit the primary inbox as opposed to the spam folder or junk folder.
