Highlighting Major Campaign Delivery Challenges
In this article, I want to look at some of the challenges that you can face when you are sending emails to recipients. A soft bounce is a temporary delivery failure. It means that the email address was valid and the email message reached the recipient’s mail server, however, it bounced back because:
- The recipients’ mailbox was full
- The receiving server was down
- The message you sent was too large
A hard bounce is a permanent delivery failure that occurs when the message has been permanently rejected. This may happen because:
- The email address is invalid or no longer in use
- The email could also be invalid due to a typo in the email address
Retries will not be successful with a hard bounce.
A spam complaint is when the email recipient clicks the “Spam” or “Junk” button on your email in their email client. Most ISPs have the spam button and it only appears when the email is in the inbox.
A user might report the email as spam because they are:
- Confused about who you are
- Unsure why you are emailing them
- Unable to find the unsubscribe link
Spam Traps are real email addresses that don’t bounce and are monitored by ISPs and blacklists. Often ISPs will take over abandoned email addresses and turn those into a spam trap.
There are 3 different types:
1.Typo: email address with ISP domain misspelt (e.g. Comnast.net, Homtail.com)
2.Recycled: the email address that existed, was then abandoned, and later reactivated by the ISP
3.Pristine: the email address that never opted into any email communication
Spam trap addresses can’t opt-in to receive an email. The only way one could end up on your list is if you’re not maintaining healthy lists or you’re not abiding by the rules of permission-based email marketing.
Another challenge you have to take into consideration is sending volumes. ISPs want to see an established sending history and sending the pattern to help determine inbox placement. Spikes in email volumes will often trigger spam filters due to inconsistency with an existing pattern.
For example, if you send a regular weekly newsletter to 10k email addresses, then all of a sudden you begin emailing more than 70k addresses per week, this could trigger an ISP spam filter as it doesn’t align with your sending history. You must keep a regular sending pattern that doesn’t have large fluctuations in volume.
The last challenge for getting your email into the recipients’ inbox is engagement. Certain ISPs look at recipient engagement to determine inbox versus junk folder delivery. These types of engagement levels include opens, clicks, saves, replies, forwards, moves, etc. The more engaged a recipient is, the greater the chance of the email landing in the inbox.
An email with a 35% unique open rate and a 10% unique click-through rate is a strong performing email. This lets ISPs know that users are engaged with the email meaning it is more likely to be legitimate and less likely to be spam.
I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you can drop your comment. Thanks in anticipation.
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