Email marketing is one of the most essential ways to communicate with customers today, indeed it is one of the most essential aspects of digital marketing, yet it can be notoriously hard to get through to customers using email marketing, as all too often our emails end up in the spam folder.
Interestingly, there are over a 125 different SPAM blacklists in operation… yet, with the application of some simple yet effective business strategy you will be able to find ways to mitigate the risk of ending up on one of these blacklists and ensure the majority of your emails do indeed make it to their intended recipients.
With regard to strategy, you might want to look at things such as an email list validator as it can vastly reduce bounce rate, meaning emails that are rejected and bounced back, so that you reach your audience, in addition to many other factors – some of which we’ll cover below.
1. Avoid Purchased Lists
Purchase lists are when you buy a list of target leads for a small amount of money, indeed, you will most likely see adverts for this on social media or perhaps emailed to you via your website.
You want to avoid purchase lists at all costs. They will be full of emails which do no exist or people who will unsubscribe. This highlights to the email provider that you are sending unsolicited emails and will land you in a backlist as mentioned above.
2. Use A Reliable ESP
Email Service Providers (ESP) uses the sender’s IP address and the domains of their clients to evaluate their reputation. ESPs that send only solicited emails have a greater credibility meaning that you are less likely to end up on a blacklist.
If you go with a more careless ESP then your emails could go straight into a spam box. It is likely that most of the emails found in your spam today are from unreliable ESPs.
3. Consider Your “From” Field
You need to avoid using email addresses such as [email protected] and go for more trustworthy email addresses that start with words like contact or support. This is important as the mailbox provider looks at more than just the IP address of the sender, the content of the message and the domain it is sent from.
4. Stay In Touch!
Whilst it’s true that you don’t want to be bombarding people with regular emails, to the point that your list starts unsubscribing, sending emails just once every couple of months can be even more detrimental than sending multiple emails daily.
The reason for this is that your subscribers might fail to recognise who you are, in the from field, and therefore delete your message – thus hurting your “open” ratio – worse still, is the possibility they might mark the message as spam, generating negative feedback that blacklists will take into account.
In many ways, it is much better to maintain a steady flow of regular communication with your list than it is to rely on infrequent frenzies of activity.