According to the ReturnPath 2017 Deliverability Benchmark Report, 20% of emails do not reach the inbox which results into the loss of potential revenue for the marketers.

Email deliverability is one of the most common email marketing problems marketers have been facing for a long. Marketing Land columnist Scott Heimes has suggested three ways to ensure proper email delivery.

Heimes says, “Specifically, an organization can take three actions to ensure deliverability to its target audience: The first is to check for spam complaints. The second is to build out your email infrastructure. The third is to always ask for permission from your audience and to ask regularly. Let’s dive into these actions now.

Check on your complaint status

The main reason most emails end up in spam or are blocked by ISPs is a high complaint rate. Typically, these complaints are registered with ISPs each time a user marks a message as “spam” in their email inbox.

In most cases, ISPs have a threshold for complaints. If your messages pass this threshold, your emails will be blocked.

Obviously, this is bad. To avoid being labeled as “spammers,” senders ought to use feedback loops. Feedback loops are powerful tools used to monitor email abuse and have a long history with ISPs.

With feedback loops, senders can investigate which user has complained about your email for deeper insights and, if need be, remove the complainer from an email list. Doing so helps your organization maintain both clean email lists and good standing with ISP partners”.

The ABCs of improving email deliverability

Marketing Land


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