Marketers (and their associated designers, of course) spend masses of time, effort, and money creating their strongest message possible.
Once a master plan is ready for delivery—the campaign they’re most proud of and are sure will produce the conversions they’re looking for—it’s still useless if they can’t guarantee their audience will see it.
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Vigtigheden af at opretholde et højt niveau af levering af e-mail
Maintaining a high level of deliverability is one of the most significant email marketing issues and the reason why email delivery is so important to digital marketers worldwide. And such won’t be possible if email deliverability is neglected. Email marketing offers a different set of issues to print, press, or television advertising, yet getting that all-important message out, in front of the correct audience, is common to all.
En introduktion til levering af e-mail
Email deliverability is the key to obtaining your best results; it’s dependent on how you handle your campaigns, your mailing lists, and your content.
In the same way, you wouldn’t trust a dodgy-looking door-to-door salesperson; your email client and your server reject the approaches of equally dodgy email addresses.
I vores bedste praksis for levering af e-mailmarketing undersøger vi, hvad der kendetegner en tvivlsom og utroværdig e-mailkonto, og hvordan du skaber de bedste og mest sunde måder at opnå et stærkt og positivt omdømme på.
Vigtigheden af et sundt e-mail- og domæneomdømme
You want to achieve the highest email delivery rate, landing as many as possible safely in your customers’ inboxes. The most important factors involved in creating your best chances are your email address, IP, domain reputation, the quality of your content, and its value to your client .
Hvad er en afsenders e-mail-omdømme?
Your business performance depends on your reputation—your email deliverability is no exception.
Different email providers estimate your afsenderens omdømme ved at indsamle data om din afsendelsesadfærd og dine e-mail-aktiviteter. Disse vurderinger foretages i forhold til din IP adresse eller dit e-mail-domæne.
Either way, your IP identifier or domain is monitored to decide whether you’re a valid and useful provider of information or not. This way, you earn your sender score. The better your score is, the more chance you have of reaching inboxes; the worse it is, the more chance you’ll end up junked or filtered out.
Opbygning af et stærkt e-mail-omdømme
A strong email or sender reputation requires planning, monitoring, and regular maintenance. Høje afvisningsrater , spam filtering, and a lack of engagement can quickly lead to a poor reputation. A poor reputation leads to further poor performance and into a significant spiral that is much harder to recover from than it is to prevent.
There are good practices that you should carry out in the technical preparation of your delivery. Some of the most important we’ve covered in previous articles. However, in today’s email deliverability guide we’re discussing the best email sending practices.
Hvorfor er det så vigtigt at levere e-mail?
Typisk er den globale indbakkeplacering omkring 85%. Det vil sige, at 15% af alle sendte e-mails aldrig når frem til afsenderens ønskede destination.
Kunne du forestille dig, hvis 15% af dine produktleverancer forsvandt? Eller hvis 15% af dine betalinger ikke kom frem? Eftersom hver e-mail, der sendes ud, er en mulig konvertering og et muligt salg, bør vi være lige så skuffede over den måde, hvorpå dette begrænser den potentielle indkomst og fortjeneste.
Så hvordan sikrer du dig, at du får de bedst mulige resultater fra dine e-mail-kampagner? Ved at følge vores bedste praksis, selvfølgelig.
Bedste praksis for afsendelse af e-mail
We’ve put together the following suggestions of how marketers should create a healthy email reputation and keep it that way. Following our best sending practices will, without a doubt, help the e-mail marketingfolk thrive—creating the responses, reactions, and return that they’re looking for.
Aldrig købe, skrabe eller leje en mailingliste
En af de gyldne regler her på Udsmider er at Du må ALDRIG købe, låne, leje, skrabe eller høste e-maillister . Vores store problem er, at du ikke ved, hvad du køber.
Købte lister er højst sandsynligt fulde af udløbne og spam-fælde e-mail-adresser. Du spiller også på, om nogen på listen har en reel interesse i dit produkt eller din tjeneste.
Begge disse faktorer fører til problemer. Regelmæssig udsendelse til udløbne adresser eller spam-fælder vil skabe for høje afvisningsrater, hvilket vil skade dit afsenderomdømme. Modtagere, der regelmæssigt ignorerer eller markerer dine e-mails som spam, vil også øge skaden.
Also, when you buy an email list, you haven’t acquired the recipient’s consent which goes against every grain of current GDPR legislation.
Samtykke skaber engagement
The best way to ensure that the people are receiving your information, won’t ignore or junk your messages, is to send it to an already engaged audience.
Opt-in-abonnenter er dit allerbedste bud, da de allerede har vist interesse for det, du reklamerer for. Blanket markedsføring til et ikke-veteret publikum fører ofte til mere langsigtet skade end det fremmer salget.
As far as GDPR legislation goes , you should have permission for every type of the email engagement, so you shouldn’t send anything to anyone without their permission anyway.
Fortsat engagement skaber konverteringer
Mennesker trives med rutiner og tidsplaner, så for at udnytte denne psykologi. Analyser dataene vedrørende de bedste udsendelsestidspunkter eller opret testkampagner for at finde ud af, hvilke målinger der er de ideelle, og brug dem.
Konsekvens skaber tillid
It’s essential to find the right balance of the schedule. Too many emails will feel like spam to most recipients; too few won’t provide the returns your business requires .
The ISPs monitoring your actions for sender reputation won’t want to see huge spikes or periodic campaigns involving huge numbers. Consistency is the key, so find out those best-performing actions and stick to them.
Knappen til afmelding er ikke din fjende
It may sound counterproductive, but the unsubscribe button is one of your greatest assets. If a recipient can’t unsubscribe, often they’ll mark the message as junk. This goes back to the mail service provider or ISP , who applies this information to your sender score.
For dem, der ikke er interesseret i det, du sælger, giver knappen til afmelding dig en reel mulighed for at rense din e-mail-liste for uinteresserede parter.
Rettelse af spamstatistikken
Hvis det overhovedet er muligt, bør du forsøge at holde antallet af spamklager under 0,1%. Tallene viser, at en sats på over 0,08% påvirker leveringsevnen i Gmail, så du kan garantere, at andre udbydere arbejder efter meget lignende parametre.
Hvis du vil vende dette negative til et positivt aspekt, kan du finde ud af, hvad dine klager vedrører, og skabe en løsning for at forhindre, at de samme problemer gentager sig.
Undgå spamfælderne
ISPs utilize inactive email addresses to spot the email campaigns with unethically acquired and poorly managed lists. You can lower your sender score and prevent damaging your deliverability by measuring how many inactive addresses you send out to.
Spam-fælder er en af de hurtigste måder at havne på en sortliste på.
Forebyggelse og reparation af sorte lister
ISPs also utilize information gathered by outside sources to validate the quality of email senders. There are hundreds of sortlister quarantining the worst spammere and offenders, unfortunately, among those, you can also find legitimate senders, that did not pay attention to their sender reputation.
For at være på forkant med spillet er der masser af værktøjer til kontrol af sortlister til rådighed. Hvis du har fundet dig selv på en af listerne, kan du finde ud af hvorfor, få rettet op på tingene og få dig selv fjernet.
Nogle lister beholder kun e-mail-adresser i karantæne i et par dage, men der er mange andre, der beholder dig på dem på ubestemt tid.
Konstant pleje og rengøring af e-mail-lister
If you want to keep your email list healthy, then, regular cleaning is a must. This means understanding why the bounce rates are high, where spam complaints are happening, and which outdated addresses are still sent emails.
Hvordan sikrer du e-maillevering?
Find the problem addresses and remove them. You should also set systems in place to prevent them from being re-added, if they entered your list via improper means.
You should be able to automize some of your list hygiene operations. However, a careful eye and monitoring addresses that don’t engage, suffer frequent soft bounces, or are the obvious generic addresses unassociated to a single relevant recipient, is just as important.
Filtrering af de dårlige afvisningsrater
A hård studs , such as a non-existent email address, expired domain, or unreceptive mail server, delivers a permanent error and an obvious case for removing the address straight away.
Bløde studser need a little more consideration. Most of the time, a soft bounce is a temporary problem that can resolve itself over a short time. You may find that the email delivers successfully after a day or two, once the owner cleans their inbox or server fixes their issues.
Men for mange bløde afvisninger fra en adresse kan være lige så farlige som en hård afvisning. Sæt en grænse for soft bounces, og slet alle adresser, der overtræder reglerne.
E-mailbekræftelse er den bedste start på listens hygiejne
One of the easiest ways to remove hard bounces, misspelled, catchall, and disposable addresses, is to utilize an email verification tool such as Bouncer.
Sikker levering af e-mail
De fleste inaktive e-mailadresser opstår organisk, når folk skifter udbyder af personlige årsager, glemmer adgangskoder, flytter job osv. Ved at bruge en valideringskontrol vil du filtrere alle disse problemtilfælde fra, før de har en chance for at påvirke din afsenderscore og din e-mailleveringsegnethed.
Følg reglerne, hold dine lister rene, og du vil høste fordelene.
Som vi har beskrevet i vores bedste praksis for levering af e-mailmarketing, er der masser af områder, hvor din afsender score påvirkes negativt, og hvordan du kan sikre dig, at du er på forkant med problemet.
To be sure that your email list is optimized, clean, and efficient, Bouncer is here to help. Our system is simple, easy to implement, and over 99.5% accurate, when it comes to your mailing list management .
We’re certain you’ll see the vast array of benefits in no time—maintaining the best connection and conversions with as many of your customers as possible.
Begynd at verificere alle dine e-mail-lister i dag . Forebyggelse er trods alt langt bedre end helbredelse.