We are often asked how we can be so much lower cost an alternative to Validity, and it's because we do things like giving you email deliverability check information that you can do yourself to improve email deliverability, instead of charging you a bunch to do it for you. Actually today we're going to give you two email deliverability self-help tips. One of these is actually super-easy and seems obvious, yet we regularly get a surprised look from customers when we ask them whether they have done it already.
There's a lot of misunderstanding around domain reputation when it comes to email sending and email deliverability. Domain reputation is a thing, and it does relate to email and email deliverability, and it is important. For example, it is absolutely the case that if example.com starts spamming, inbox providers are going to start putting example.com's email in the junk folder, or maybe even block it altogether. But still, domain reputation is not what a lot of people think that it is.
Properly conducting an email reengagement campaign, and following reengagement campaign best practices, is critical to your email deliverability. One misstep and all of your email can start going to the spam folder, if not being outright blocked as "spam". In our knowledge article about How to Revive, Warm Up, and Re-Engage an Old Mailing List without Getting Into Trouble we highlight six points that are key to conducting an effective reengagement campaign: remove non-opening email addresses, make sure your authentication is set up correctly, minimal formatting, compelling subject line, brief content, and be consistent. Below is a real-life reengagement email campaign example, showing how doing this carefully, correctly, and following these points, can lead to success.
We get asked "Why is my email going to the junk or spam folder?" all the time. Here is one of the most comment reasons that email gets sent to the junk folder, and what to do about it.
Digital marketing solutions provider Vendasta recently did research on which gets not just better deliverability, but better traction in terms of response: plain text email or HTML email? Their conclusion may surprise you!
What if your email marketing doesn't actually get to its destination? What if your little brand ambassador gets to the door of the inbox and.... access denied! All of that investment - the mail servers, the ESP, the time and money spent on the creative and content, the effort to strike just the right balance, and to represent your brand just so... all for naught, because the people to whom you are sending that email may never see it.
It's important not to confuse email marketing best practices, and email best practices in general, with email "common practices". In fact, this can be a very dangerous, slippery slope on which to pin your email deliverability and indeed your email reputation. In fact at one point in time there was a meme going around suggesting exactly that, that it's "important to follow email marketing common practices." No, no, NO! To suggest that best practices aren't really best practices, but only 'common practices', reduces them to "not necessarily required" practices.