Things to consider before establishing as an email sender
Email marketing is of high importance as far as a business is considered. An email newsletter is the one which provides relevant news and progresses regarding your business. Here the email sender specifically frames a mailing list of the customers who have opted for the newsletter either through the online website or similar media. After the initiation of your email newsletters, the foremost thing that you check is the efficiency of the same. You have to make sure that you are getting some returns for your investment. Look for the number of users clicking on the links in the mails. It’s easy to track once you have reliable email servers and services employed for this task.
Qualities of a good email sender
One of the key aspects that you have to look upon is the sender score and email reach. Consider a scenario where we are not certain about the recipients. This is totally attributed to the origination of the email addresses. If you are not sure from where they came from, as an email sender there are chances for you to get meagre responses. Sometimes organisations go for rented email lists. A good percentage of these addresses have already become inactive or obsolete. Another aspect is making sure that your email is available in the inbox of the user and not the spam folder.
To check whether an email sender is categorized under spam, you just need to send a copy of these mails to your inbox. If you cannot find it there, chances are that your other recipients will end up in the same situation. You have to make sure that none of the addresses will lead to a spam trap as it can be highly disparaging for the business. Another good practice is to send greeting messages once you are done with confirmation mail. You need to add branding to your emails so that they can be easily distinguished. Who knows, your users might be receiving hundreds of similar mails in a day from different email servers across the globe. Use the same tone of communication as the user will have great expectations from your business, and you ought to not be one-sided.
The feedback you get from your recipients turns out to be valuable information that can help you improve customer satisfaction by reducing their complaints. Reporting spam is a great use of feedback.
Services called Feedback Loops are available, for which you as a marketer should be signed up, to keep track of all the customer feedback that is important to you. Feedback Loops function in this way: They allow your recipients to report spam through their email service provider, and then bring it to you- the email sender.
It happens that your delivery rate is too low in spite of your campaign being completely spam free. These deliverability problems account for the reputation of the email sender, which is turn improved by Feedback Loops. This is done by deleting the uninterested subscribers from your list and eventually reducing your complaint rate.
Feedback Loops for Successful Deliverability
- Keep an account of your complaint rate, that is, the number of messages that were successfully delivered to the inbox Vs those delivered to the spam folder.
- Try to judge why the subscribers are complaining, based on your complaint rates and take necessary steps to minimize those complaints in future.
- Consider using the complaint rates and other valuable information from the feedback loops, in your content testing plans for your email marketing campaign.
- You should indicate the subscribers who were removed by feedback loops in a proper way, in order to avoid confusing them with other bounce backs or unsubscriptions.
- Use bulk email marketing services which offer you options to remove the feedback loop complainants automatically from your list.
Further, Feedback Loops offer different kinds of conveniences to the subscribers. They allow them to change their email reception preferences like email frequency, type (according to relevance), etc. Thus they reduce complaint rates considerably by organising explicit permission based bulk email marketing. When subscribers have a choice of receiving their relevant content at their preferred frequency,the complaint rate is bound to reduce and this helps Bulk Email Marketing in the long run.