Each day, more than 3 billion emails are sent across the globe. It\u2019s no wonder because it is an easily accessible and inexpensive form of communication. So, you invest a lot in an email marketing campaign – you collect email addresses from willing subscribers or customers, create personalized content and send email campaigns. You do this with the hope that the message will land in your recipient\u2019s inbox and capture the interest of your subscriber.<\/p>\n\n\n\n
Unfortunately, it\u2019s not that simple. ISPs have put filters in place to keep their subscribers\u2019 inboxes as clean as possible, and rightfully so. Marketing emails often get moved into promotional folders or, even worse, get mistakenly flagged as spam. The average inbox placement rate has gone down dramatically – in 2019* it went from 95% to 83%. The key reason is that ISPs (Internet Service Providers) have made changes in their algorithms that classify emails as relevant, promotional or SPAM.<\/p>\n\n\n\n
Let\u2019s take a step back and explore what happens to your email when you hit \u201csend\u201d on your campaign and how to avoid pitfalls.<\/p>\n\n\n\n
It Bounces<\/u><\/strong><\/p>\n\n\n\n You send it to the subscriber, and it comes back to you. This usually happens when the domain that you are trying to reach doesn\u2019t exist or you\u2019ve been blocked. This is a Hard Bounce. For future campaigns, you should remove these email addresses from your list. Doing this will increase the deliverability of your future messages to other recipients. This is an important step that can help you build your “Sender Reputation” according to ISPs.<\/p>\n\n\n\n Strong Sender reputation=Higher Email deliverability Rate<\/u><\/strong><\/p>\n\n\n\n Alternatively, your message might return to you as a Soft Bounce<\/strong>. This occurs if your email doesn\u2019t reach the intended inbox because the mailbox is full, or your domain wasn\u2019t authenticated by the user. You might still have a chance of success with this type of email contact in the future. It makes sense to keep soft bounce contacts on your list, in case they resolve in the future, but do so carefully.<\/p>\n\n\n\n