Of course, you do! One sure-fire way of increasing your chances is to ensure that you get emails to the inbox through good deliverability.
Not to be mistaken for delivery rate, which is the number of emails that don’t bounce, the simplest way to think of deliverability is the number of emails that make it past the spam filter, or not as the case may be.
Many elements can impact your email deliverability and inbox placement. Tech Marketer analyses and considers all of these factors in our deliverability services.
How we can help
Email Deliverability Services
Deliver Your Emails and Increase Brand Awareness and Customer Engagement with Email Deliverability
Deliver Your Emails and Increase Brand Awareness and Customer Engagement with Email Deliverability
Do you want to increase the number of customers your communications reach and the overall engagement of your email marketing campaigns?
Why is deliverability important?
Incredibly, approximately 280 billion or more spam emails send daily. With such a large volume of spam, mailbox providers like Google are naturally suspicious and want to protect their users.
Approximately 15%, or one in every six emails, never reach the inbox. If you aren't paying close attention to your email deliverability, it could be costing you dearly. For every million emails sent, poor inbox placement can cost a business around £13,000. Recent privacy changes, such as Apple's Mail Privacy Protection, makes reaching the inbox increasingly challenging. If your emails aren't making it past the spam filter into the inbox, the odds of subscribers engaging and making purchases reduces significantly.
With the average cost of acquiring an email address at more than £30, you must ensure that your marketing campaigns reach your customers' inboxes. Tech Marketer's team of email marketing experts have helped many clients assess and improve inbox placement a boost.
Good deliverability practices must include the following pillars:
Authentication:
Ensuring you have the three main authentication protocols set up: SPF, DKIM, and DMARC. Proper authentication will help your customers have greater confidence in your brand emails and also help you avoid spam filters.
Engaging Email Content:
Engaging Email Content: Engaging quality content relevant to your target customer is the only way to create positive customer engagement. It’s a transactional relationship where a customer will give you their time, providing that the content offers value and is worthy.
Data Hygiene:
You must verify email addresses before adding them to your database. Ensure that your customer details are up to date and that unengaged customers are properly re-engaged or removed from future communications. Regularly sending to inactive, unengaged customers, or old email addresses that may now be spam traps can severely impact your sender reputation.
At Tech Marketer, our experts understand the technical aspects of email deliverability so that you don't have to. We can make sure that your Campaign Management team follow industry best practices and maximise the number of customers who may see your communication.
We have helped numerous clients with all aspects of deliverability and can proudly say we've helped them improve open rates, click-through rates, and increased return on marketing investment.
If you'd like some advice on inbox placement, or if you'd like to understand more about how your emails are currently performing, please get in touch.
For help choosing the right tool.
For help choosing the right tool.
Your sender reputation is everything – warm your IPs correctly before emailing your customers
Your sender reputation is everything – warm your IPs correctly before emailing your customers
Ask the right questions to capture your business requirements
Whenever you switch to a new marketing tool or purchase additional IPs, those IPs have no existing reputation. Before sending large volume email campaigns, you must build a positive reputation with the mailbox providers such as Google, Microsoft, and Yahoo; otherwise, your communications will probably land in the junk folder. IP warming is essentially about building trust and improving your sender domain reputation. The goal is to create genuine confidence with the mailbox providers that your communications are not spam, that you are following email-deliverability best practices, and that your communications provide value to your customers so that your emails reach your customers inboxes.
Why do you need to build a reputation?
IP warming is the practice of gradually and consistently increasing the email volume over a set time frame so that email providers get accustomed to your sending practices and how your customers engage with your communications. It’s essential to monitor how each mailbox provider reacts to your sending practices and adjust your sending behaviour accordingly.
At Tech Marketer, our Email Deliverability Consultants can support you with the IP warming process. Our experts will ensure that you follow a solid strategy based on email best practices to maximise your sending reputation while minimising the time to complete the IP warm-up process.
Why do you need to build a reputation?
Sending large volumes from an IP with no prior or poor reputation is spammer-like behaviour. IP warming is an essential task unless you want to join the other email senders in the spam folder. A poor IP warming implementation will impact your email deliverability and affect your ability to send emails, your email inbox placement and lower customer engagement. In a worst-case scenario, you may find that your IP is on a denylist such as SpamHaus, complicating things further.
Before sending communications on your new IPs, it's crucial that authentication is in place, complaint feedback loops, and ensuring the IP has the correct DNS settings. Good IP warming isn't just about the sending schedule or volumes; customers must be engaging as much as possible with your emails throughout the process. Depending on your customer database size and the volume of customers you would like to reach at any given time, an initial IP warm-up can take anywhere from three to eight weeks to complete.
If deliverability and IP Warming aren't your core competence, ensuring everything is in order and having the best sending strategy for your business can be challenging. Thankfully, Tech Marketer has the expertise and experience. We've helped many clients successfully warm up their new IPs and shared the best-practice knowledge to continue good email sending practices so that their sender reputation remains intact and customer inbox placement doesn't suffer.
For help choosing the right tool.
For help choosing the right tool.
Authentication – the cornerstone of deliverability
Authentication – the cornerstone of deliverability
Email authentication is one of the cornerstones to good email deliverability (internal link). A series of protocols (SPF, DKIM, & DMARC) are the basis of email authentication to help email servers establish whether the email sender and email are authentic and not fraudulent.
Ensure you're getting what you need
Setting up email authentication before sending from a new IP is essential to avoid deliverability issues. In addition to supporting your good email sending practices, the protocols can help protect your sending domain from spoofing (email fraud) and help to maintain a positive IP reputation. Furthermore, by helping prevent customer exposure to spam emails, with good sending practices, you will be rewarded with greater inbox placement.
A Quick Introduction to SPF, DKIM, and DMARC
As part of a good email sending strategy, the three key protocols to implement are SPF, DKIM, and DMARC. We'll lightly outline what they are and the benefits.
Sender Policy Framework (SPF) allows a sender to identify the valid IP addresses from which their emails should originate via the SPF record. If an email arrives from a domain, but the IP address doesn't match what is in the SPF record, the email will fail the check.
Domain Keys Identified Mail (DKIM) uses a public encrypted key that enables the receiving mail server to verify a signature within the email's header to confirm its authenticity. If the signature doesn't match, the email is deemed untrustworthy and fails.
Domain-based Message Authentication Reporting & Conformance (DMARC) leverages SPF and DKIM to instruct a receiving email server what to do with its email should SPF or DKIM fail. There are three DMARC policy options: none, quarantine, and reject. It's imperative to configure DMARC correctly and follow a low-risk plan of action, or legitimate emails may find their way to the spam folder.
If it sounds complicated, don't fret! Tech Marketer's deliverability experts can help you correctly configure your SPF and DKIM records. Our consultants can help with DMARC and ensure that you have the right policy. Get in touch today, and we can quickly help you authenticate your sending IPs.
