 Whether your email marketing account has been established for a while, or you are starting new, it’s always good to review your email marketing set up to make sure that you are optimizing your email deliverability.
Here are some questions to ask yourself, whether it’s new food for thought or just a refresher:
1. Do you have Domain and Clickthrough masking set up?
Masking your domains and clickthrough URLs within email marketing campaigns connects your message to your subscribers while driving brand awareness. It will also assist with open and clickthrough rates because people are more likely to open messages from familiar sender names and click on URLs that have familiar paths.
2. Are your DNS records set up?
Creating an outgoing mail server domain for your email marketing campaigns helps your subscribers to verify that messages are in fact being sent by you.
3. Have you checked your Bounce Settings?
Make sure that your bounce settings are set according to your e-marketing program, ensuring that you are keeping frequency of mailing in mind. Assess restrictions to your bounce settings. You may not want to trash good email addresses that are temporarily not accepting email (i.e. full inboxes, temporarily failed, etc.)
4. Have you applied for Feedback Loop data?
Reasons provided by ISPs about why a message was not delivered to an inbox are crucial to improving your email deliverability. These reports can assist you with adjusting your e-marketing program to show ISPs that you are a good sender. Ask your ESP what kinds of relationships they have with ISPs, and see what professional services they offer for email deliverability monitoring of your account.
5. When is the last time you reviewed your email list?
As always, check your email list for old or inactive subscribers. Trash them if you don’t need them. If you have reservations about trashing them, consider sending them a re-engagement email to spark their interest again. Keeping a fresh, clean email list can assist with improving overall performance of your email marketing campaign as well as email deliverability. Quantity is not better than quality.
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About the Author
Shanel Choi is an account manager at Lyris, working with clients to improve their online marketing initiatives and programs. She provides clients with strategic and best practices knowledge to help them meet their e-marketing goals.
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