How do you make sure your emails are getting through?
Do you have a good email reputation?
I’ve been talking a lot recently about how to increase your email open rates. And with good reason!
Email marketing has a great ROI!
Research shows that for every $1 you spend on email marketing, you can expect an average return of $42 (DMA, 2019).
Well, there is one other consideration – email reputation.
No matter how good the content or subject lines of your emails are, it means nothing without a good email reputation.
What is an email reputation?
Also known as sender reputation, this is how Internet Service Providers (ISPs) recognize your domain (the email address from which emails are sent, the “@companyname.com”). ISPs determine whether or not a sender is trustworthy or not. The less trustworthy a sender is the more likely the ISP will deliver their email directly into the SPAM folder.
So you might be asking yourself – how do I find out my reputation?
That’s a tricky one, but if you are noticing that your open rates on your emails are dropping, chances are so is your reputation.
My team can also run an analysis to determine if your reputation is damaging your email marketing campaigns.
How do I improve my email reputation?
Clean up stale email lists
Nothing sends up a red flag quicker than a bunch of old email addresses. If someone signed up to receive your emails years ago and has never opened an email, it’s time to let them go.
They’re either not interested or they never check that email account. Studies have found that 49% of consumers said that they would like to receive promotional emails from their favorite brands on a weekly basis.
If they’re not opening your email even some of the time, they have no intention of ever spending money with you anyway.
Besides, our team has found that in the case of email addresses, size doesn’t matter. A smaller email list has a higher chance of reaching the inbox of your target audience.
You can also remove email addresses that have bounced due to invalid, blocked or non-existent email addresses.
My team’s strategy is not only to create high-quality emails that get opened, but we also go behind-the-scenes and make sure that best practices are being followed so that your email is credible and deliverable. By cleaning up email lists and improving our client’s email reputation is why we see open rates well above the national average at 20+%.