Understanding Campaign Delivery Management Strategies
In this article, I will take a look at what you can do before you send your email and after the email has been sent, to improve your email deliverability. First, let’s take a look at what to check before you send your email.
There are multiple areas to test and optimize for deliverability, including subject line, from name and time of day. If more recipients are going to open your email at certain times of the day, send at that time to increase opens and clicks.
Litmus software includes a from name and subject line checker which can help optimize your email before sending. It lets you know if the subject line is too short or long, includes spam characters or is too vague. The from name checker checks both the domain the email was sent from and what the reply-to address is. It’s strongly recommended that you use a real email address instead of a “no-reply” address.
Another check to perform before sending your email is to review previous campaign performance. This will help highlight any issues with the campaign that you can fix before sending the next one.
Always review the previous campaign’s reporting in your ESP to identify any possible deliverability problems. Reports should be reviewed 24 hours after the send occurs to measure opens, clicks, bounces, etc. If your ESP provides bounce details on each bounce, review those to identify any trends.
The last thing to check before sending your email is that your email domain doesn’t appear on any blacklists. Multiple sites and tools exist to check/monitor IP and domain blacklists. It is crucial to check/monitor these for deliverability purposes. If your domain appears on a lot of blacklists, then there is little chance the email will arrive in the recipients’ inbox.
A tool called mail-tester.com will help you check:
- Your email address is on a blacklist
- Your domain is not authenticated
- Your email contains errors
- There are no broken links
Roughly 24 hours after the email has been sent, check the engagement of the campaign for:
- ‘Good’ metrics: Opens, clicks, conversions and trends.
- ‘Bad’ metrics: Contact churns such as opt-outs, unsubscribes, bounces and spam.
Your ESP should be able to provide a report on all these metrics which will help you improve future campaigns. For example, if you notice one of your emails had a near zero-click rate or a high bounce rate, then this could indicate something went wrong in the campaign which you should investigate before future campaigns.
The last thing to review and manage after the email send is bounce management. In most email campaigns there will be a few hard bounces, it’s important to note that these are permanent failures and the email will never send to them so it’s best to remove them from your email list.
- Monitor your email delivery: Track your email delivery rates by paying close attention to your bounce rates as well as your response rates.
- Maintain good list hygiene: Purge your list regularly of invalid emails and non-responders.
- Use double opt-in: Send a confirmation email when users subscribe to your list. This way you can ensure that the user’s email is not only valid but that they do in fact want to receive your email messages.
By maintaining a healthy email list means you will have a better chance of getting your emails delivered.
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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