A marketing email can be as convincing in terms of content and concept as possible – if it doesn’t reach its recipient, all the effort was in vain. But what rules should be taken into account in order to achieve optimal email deliverability? Guest author Jörn Grunert, Managing Director of Experian Marketing Services in Germany, provides practical tips.
In practice, the focus on
Opening and click rates all too often pushes rcs database the aspect of deliverability into the background and the email that was created . A with a lot of effort and Email Deliverability creativity ends up disappearing in the spam filter or being returned.
In terms of deliverability, it hardly matters whether the marketing emails are aimed at private or business customers. The few minor differences between B2B and B2C have nevertheless been taken into account below.
The reputation of the sender is important in B2C and especially in B2B
A full 77 percent of all deliverability problems are related to this. A good reputation determines whether an email is judged as relevant by the how to enter information about an organization into yandex business recipient’s filter system, sorted into the “. Aspam” category or classified as a “phishing attempt”. In principle, it is sorted according to technical or automatic criteria and based on the recipient’s behavior. Each ISP (Internet Service Provider) – they are usually responsible for filtering email accounts – measures reputation according to their own criteria.
Prevent complaints
Feedback from ISPs about spam complaints to email senders . Ao-called feedback loops – which are currently provided by various ISPs . As well as complaint rates in general, are becoming increasingly important. One way to keep rates low is to make it as easy as possible to . A unsubscribe from marketing newsletters or campaign emails. Email global seo work Deliverability Unsubscribing is not considered to be damaging to your reputation – but a complaint about emails that are perceived as spam is. Regardless of this, relevant content can ensure that as few unsubscribes as possible. Continuous sending to inactive recipients can also lead to complaints. A so maintaining the address list is just as advisable as targeted measures to reactivate recipients.