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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保持高水平的电子邮件发送能力的重要性
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.
邮件投递能力介绍
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.
我们的电子邮件营销交付能力最佳实践探讨了什么是看起来可疑和不可信的电子邮件帐户，以及如何创建最佳和最健康的方式来获得强大和积极的声誉。
健康的电子邮件和域名声誉的重要性
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 .
什么是发件人邮件信誉？
Your business performance depends on your reputation—your email deliverability is no exception.
Different email providers estimate your 发件人声誉 通过收集有关您的发送行为和电子邮件操作的数据。这些判断是根据 您的IP 地址或您的电子邮件域名。
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.
建立强大的电子邮件声誉
A strong email or sender reputation requires planning, monitoring, and regular maintenance. 高跳出率 , 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.
为什么邮件投递能力如此重要？
通常情况下，全球收件箱的投放量在85%左右。也就是所有发送的邮件中，有15%从未到达发件人的理想目的地。
你能想象一下，如果15%的产品发货不见了吗？或者如果你15%的付款没有到账？鉴于发出的每一封邮件都是一个可能的转化和销售，我们应该同样对这种限制潜在收入和利润的方式感到失望。
那么，您如何确保您的电子邮件营销活动获得最佳效果？当然是遵循我们的最佳实践。
最佳电子邮件发送实践
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 电子邮件营销人员 thrive—creating the responses, reactions, and return that they’re looking for.
切勿购买、盗用或租用邮件列表。
在这里的黄金规则之一 保镖 是为了 绝不购买、借用、租用、刮取或收获电子邮件列表。 .我们最大的问题是，你不知道你要买什么。
买来的单子很可能充满了过期的和 垃圾邮件陷阱 电子邮件地址。你也在赌名单上的人是否对你的产品或服务有真正的兴趣。
这两个因素都会导致麻烦。经常向过期地址或垃圾邮件陷阱发送邮件会造成过高的硬跳出率–损害您的发件人声誉。收件人经常忽略或将您的邮件标记为垃圾邮件也会增加损失。
Also, when you buy an email list, you haven’t acquired the recipient’s consent which goes against every grain of current GDPR legislation.
同意创造参与
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.
选择加入的用户 是你最好的选择，因为他们已经对你所推广的东西表现出兴趣。对未经审核的受众进行一揽子营销，往往导致更多的长期损害，而不是促进销售。
就 GDPR立法走向 , you should have permission for every type of the email engagement, so you shouldn’t send anything to anyone without their permission anyway.
持续的参与创造转换
人类在常规和时间表上茁壮成长，所以要迎合这种心理。分析有关最佳发送时间的数据，或创建测试活动，找出哪些指标是你的理想，并使用它们。
一致性产生信心
找到正确的平衡时间表是至关重要的。太多的电子邮件会让大多数收件人觉得是垃圾邮件；太少的电子邮件则不能提供你的回报。 业务需要 .
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.
取消订阅按钮不是你的敌人。
这听起来可能适得其反，但退订按钮是你最大的资产之一。如果收件人不能取消订阅，他们往往会把邮件标记为垃圾。这又回到了邮件服务 供应商或ISP 他将这些信息应用于你的发件人分数。
对于那些对你销售的东西不感兴趣的人来说，取消订阅按钮给了你一个真正的机会来清理你的电子邮件列表中不感兴趣的人。
修复垃圾邮件统计
如果可能的话，你的目标应该是将垃圾邮件投诉率保持在0.1%以下。数据显示，高于0.08%的比率会影响Gmail的可送达性，所以你可以保证其他供应商会按照非常相似的参数工作。
为了将这种消极因素转化为积极因素，看看你是否能找出你的抱怨与什么有关，并创造出一个解决方法来阻止同样的问题再次发生。
躲避垃圾邮件陷阱
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.
垃圾邮件陷阱 是最终进入黑名单的最快捷方式之一。
预防和修复黑名单
ISPs also utilize information gathered by outside sources to validate the quality of email senders. There are hundreds of 黑名单 隔离最差的人 垃圾邮件制造者 and offenders, unfortunately, among those, you can also find legitimate senders, that did not pay attention to their sender reputation.
为了保持领先，有很多黑名单检查工具可用。如果你发现自己在任何一个名单上，找出原因，把事情弄清楚，并让自己被删除。
有些列表只将电子邮件地址隔离几天，但也有更多的列表会将你无限期地保留在上面。
持续的维护和电子邮件列表清理
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.
如何保证邮件的传递？
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.
过滤掉那些糟糕的跳出率
A 反弹 , 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.
软弹 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.
然而，一个地址的软弹出太多，可能和硬弹出一样危险。设置软弹出的限制，并删除每个违反规则的地址。
电子邮件验证是榜单卫生的最佳开端
One of the easiest ways to remove hard bounces, misspelled, catchall, and disposable addresses, is to utilize an email verification tool such as Bouncer.
安全的电子邮件发送能力
大多数不活跃的电子邮件地址都是随着人们因个人原因更换供应商、忘记密码、移动工作等而有机发生的。使用验证检查程序将过滤掉所有这些问题实例，以免它们有机会影响您的发件人分数和电子邮件的可交付性。
遵守规则，保持你的清单干净，你会得到好处的
正如我们在电子邮件营销的最佳实践中所概述的那样，有很多领域会对你的发件人分数产生负面影响，以及确保你领先于这个问题的方法。
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 邮件列表管理 .
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.
今天就开始验证您的所有电子邮件列表 .毕竟，预防远胜于治疗。
