5 Important Things that Affect Email Delivery & How You Can Overcome Them

While list quality and reputation account for much of email deliverability, several tips can jump-start a staggering email push. In this guest post, Sophorn Chhay of Trumpia, will explain important factors that affect email deliverability and how email marketers can overcome them.

Your email marketing strategy - SMS - based or not, deserves heightened deliverability. Understandably, the consumer can be hard to reach, let alone connect to. Your email marketing strategy’s deliverability requires a maximization of potential "inbox-in" messages. It depends upon several factors, and each factor carries several avenues of advantage when the right marketer steps in.

While list quality and reputation account for much of email deliverability, several tips can jump-start a staggering email push. Check out these common problems email marketers face, and check out the workaround solutions industry professionals have crafted.

Problem One: Not Being Consistent

Volume should prevail in your email marketing efforts. Constant volume ensures consistency, and it’ll even-out unwanted outliers. Much of email marketing requires high numbers to land deliverability, but too many marketers fail to achieve such levels.

The consumer’s inbox is 53.5 percent promotional emails. Another 28.3 percent are transactional emails, and the remaining 18.2 percent are personal, according to this article on retargeting. The consumer has a lot of promotional email in their inbox, and for good reason: Businesses are pumping them out.

Problem Two: Lack of Quality

Understandably, the above-mentioned high volume businesses achieve poses a problem: quality control. While your strategy needs big numbers to survive, it also needs quality. Don’t choose quantity over quality, and make sure opt-in technology drives your bulk senders.

Even a simple opt-in service will ensure your messages are received by the right consumers. If you’ve prioritized quantity, you might’ve misaligned your email lists. Make sure each message group is updated with your brand’s practices, industry trends and surrounding factors. A well-aimed email is a delivered email.

Problem Three: Improper Formatting

You’d be surprised how many email marketers improperly format messages. A clunky, messy or otherwise scraggly email won’t be opened—end of story. Don’t format your email messages with incorrect HTML coding, and don’t utilize keywords or addresses known to reach spam filters. Additionally, format your messages for mobile use. Smartphone owners won’t stick around for an illegible email preview—let alone open it.

This article is a great resource for email marketers going mobile. Remember: Mobile platforms are different, so marketers should brush up on their small-screen formatting prowess before jumping into a full-fledged mobile email campaign.

Problem Four: Inferior Reputation

Speaking of spam, sender name quality is important, too. If your emails aren’t being delivered, they might be going into the junk folder. If you’ve formatted correctly, and if you’ve taken care with keyword density, scripting and linking, your ignored emails might result from a poor reputation.

Not your reputation, per se, but your email identity’s reputation. Deliverability rates are impacted by previously received emails. If your brand has a history of "tinkering around" with email, it might’ve landed itself a spot in the corner—where wayward emails end up. Even several previous complaints will result in a block. Keeping a low complaint rate is important. So important, in fact, marketers are urged to cut complaint numbers down to below one percent.

Check out these email statistics compiled by Smart Insights, and check out their graphs pertaining to email complaint rates.

Beware of spam traps, too. Not every consumer’s inbox has an automatic spam filter. Some will seek out and destroy email marketers, harming the good-willed businessperson before an email is ever delivered.

Problem Five: Not Maintaining Contact Information

Often, consumers get new email addresses. Unfortunately, your email campaign will suffer from bounce rates. Marketers, now, are urged to remove inactive user accounts. Why? Because received emails are returned by their ISPs, resulting in a bounce.

Too many marketers fall into the “inactive user pitfall,” where accidental bounces reduce the company’s perceived email value. If a lot of your messages bounce, subscribers aren’t engaged. Even worse: You’ll have a skewed value on your campaign’s success, resulting in a misaligned strategy. Keep your email list hygiene up to par, and stay up to date with contacts. Failure to do so will make your brand resemble a spammer. As your email marketing platform evolves, so will the consumer. Often, pitfalls can be avoided by simply paying attention. Acknowledge the market, and acknowledge the consumer’s need for privacy, great offers and relevancy. If you can stay ahead of the curve, you’ll stay on top of your email campaign.

Author Biography

Sophorn Chhay

Sophorn is an inbound marketer specializing in attracting targeted visitors and generating sales qualified leads. Through Trumpia’s mass text messaging automation solution he helps businesses and organizations communicate effectively with their customers or members. Watch Trumpia's 5-Minute Demo on how to execute an effective mobile marketing strategy.

 Check out last week's post: This Week In Email February 3rd 2016

Image Credit: Adam Hilliker

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