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How many times have professionals said that mailers should adopt best practices to improve their programs, but marketers ignore this every time and make the same mistake. They end up with terrible results and blame ISPs for their strict spam filtering policies.
One of the reasons why emails cannot be delivered is due to failed authentication checks. This is the main reason marketers need to keep careful records of authentications to make it easier for ISPs to identify genuine senders and use reputation data to make delivery decisions. More destructive is an incorrect or broken registry, which can be even more destructive than no registry at all. For example, consider the case where an IP address and a sender are identified by authentication, and when that authentication fails, a message is sent saying “an email was not sent by me” and therefore the message is not delivered.
Another thing that interferes with the delivery of marketing emails is the use of an unrecognizable sender address. Recipients usually decide what to do with an email after reading the sender’s address; otherwise, the email will most likely be marked as spam or deleted immediately. Therefore, the more you try to hide your identity, the more devastating the results will be.
One way a good email marketing campaign self-destructs is to use subject lines that appear to be spam or spam on their own. The subject line is the next most important thing after the sender line for a successful email marketing campaign.
Another important point that most marketers ignore when sending marketing emails is checking the list of bad or invalid email addresses. A list full of bad or invalid addresses creates a bad reputation with an ISP, increasing the likelihood of messages being blocked. Regularly removing invalid addresses from your list improves the situation. Handling unsubscribe requests and responding immediately to spam complaints are also very helpful.
What could be the next downside to a good email marketing campaign? You are creating excessive complaints. If you accumulate a lot of complaints from recipients, this again affects your reputation with the ISP and they use this as a major factor to stop your emails. To reduce this, immediately delete the addresses associated with any spam complaints you receive. Not only that, go one step further to find out how these addresses made it to your list and what they have in common to improve your programs and reduce complaints.
Sending unwanted emails is not everyone’s freedom. Nobody would like to see junk emails in their inbox for no reason. ISPs judge a sender’s reputation by knowing how the sender obtained the recipient’s email address, such as whether they asked for your permission or simply obtained it by spamming.
Marketers tend to clutter their emails with irrelevant text and images that recipients may not want to see. Always ask the subscriber about their choice when choosing the type of content you want to receive, and do your best by asking for everything you can do to meet their requirements.
Some of the points discussed above are just one of the many measures that email marketers can take to prevent damage to the delivery of their emails.