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4 verses to an effective Email Delivery

Email Communications is a daily routine for businesses and individuals. Marketers prefer Email marketing, one of the BTL techniques to reach out to a larger audience in cost effective manner.

To hit the ground running, marketers scan email design and marketing best practices and in turn measure the ROI from the campaigns. However, despite following the email design best practices email delivery has always been a conundrum for many.

To resolve this conundrum, Monks aid you with the 4 ways you can improve your email delivery.

1.     Become a legitimate Email Sender 

IP addresses can be categorized in to two: Unique and Shared. The shared IP address provided to you by your ESP who sends your emails and stores your database is the same address that is allocated to other customers that an ESP owns. It normally costs less. Unique IP address is the one provided to you by your ESP solely and not to the other customers. This IP normally costs higher than shared address. The main drawback of the shared IP address is that the impact of over emailing by other customers will also compel the audience to mark your emails as spam. This will affect your reputation and in turn the email services companies like Google, AOL etc will block your IP. The better way out is go unique and gradually build trust amongst the email companies as a legitimate email sender.

2.     Monitor your IP listing 

It’s not just onetime affair! Monitor your IP address at a regular interval of time. There are many blacklists that track the suspicious mailing domains and IP. Beware of the spam traps – the non-responsive email addresses you have been sending which can also lead to blacklisting of your IP? Legitimate senders find them on the blacklist as well due to the technical glitches. It is thus imperative to keep a track of your IP blacklisting is any and timely request to take it off. Two sites that can help monitor your IP address are MXToolBox and DNSBL.

3.     Enhance your Database Domain Names knowledge! 

Database for the basic consumer sites will be a blend of common email providers like Yahoo! AOL etc. Majority of any consumer database will be charted by these ESPs. It is imperative hence to monitor performance of your database by domain. Analyze your clickthrough, deliveries and opens by the domain. This will help you to classify the consumer email providers with which you are confronting an issue. For example, if your average open rate is 10 percent, and you see all Yahoo! emails — i.e., yourname@yahoo.com — are only opening at 3 percent, it may be that your emails are not getting fully delivered at Yahoo!, or are being marked as “bulk” or “spam” for that provider.

4.     Email Providers Rules

Ideal way to monitor each email provider separately is by separate file segmentation. These providers are continually changing rules and algorithms. What may get flagged as bulk with one provider may not necessarily be an issue with another. Enlist the major four providers in your database and if it’s a consumer database, these will likely be a Gmail, Yahoo! or AOL. Stay on top of what the main four providers are changing in terms of email deliverability, and make sure your sending practices conform accordingly.

Wrapping Up:

Email Marketing Communications are pivotal to most marketers. Email Message can be effective or ineffective but that’s all after delivery of the message to inbox. The game is not over unless it is delivered. Thus, monitoring your email delivery frameworks help a bit.

(Source: Practical Ecommerce)

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Kevin George
Kevin is the Head of Marketing at EmailMonks, one of the fastest growing email design and coding companies. He loves gadgets, bikes, jazz, and breathes ‘email marketing’. He is a brand magician who loves to engage, share insights with fellow marketers, and enjoys sharing his thoughts on the latest email marketing best practices at EmailMonks Blog.

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