Are your marketing emails going to the right inboxes?
02 May 2017
As per the DMA's January update, it looks as though PECR would save us from having to double opt-in all contacts. Not to say that having a double opt-in database of email contacts isn't a good thing. After all, they are more likely to engage with your marketing emails and convert into hot leads.
But that leaves us with the question; what do we do with our single opt-in (or soft opt-out) data? And how do we make sure we get into their inbox?
First, we make sure we are sending from a clean domain
Both your IP address and domain name need to have a good reputation when it comes to filtering through spam filters effectively. From keeping your bounce and complaint rates low to sending to a consistent volume over a consistent period of time, you can find the 9 ways to improve the essentials of your email deliverability here.
Next, you need to look at authentication
Like a credit check, your authentication can be considered an ID check by mailbox providers. In order to achieve genuine authentication, you must have a solid email infrastructure (or foundation if you will) on which to build your email marketing platform.
Your infrastructure is comprised of three elements:
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Accurate authentication
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Inbox placement testing
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Bounce management
All three must be addressed in order to secure your email and brands online reputation. While inbox placement testing and bounce management are frequently dealt with, not many email marketers know about authentication practices.
In short, there are three primary methods of authentication:
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Sender Policy Framework
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Domain Keys Identified Mail
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Domain-based Message Authentication, Reporting & Conformance
Each authentication system has its own method of authenticating your emails, but each is as important as the other. You can find out more in this Email Deliverability Essentials Guide.
Finally, you can make sure you are sending relevant content
Perhaps the most important element of all, and the one which B2B email marketers can do the most with. Spam is in the eye of the beholder, so if your email recipient believes that your marketing comms aren't relevant – there is only one folder they will send you too.
Instead, you need to make sure you personalise your emails from a named email address (rather than an info@ or company@). Next, look to include a subject line that matches their preferences (hence why we recommend using a preference centre or sending an email based on an interaction they've made on the website if possible). Finally, catch their eye with a first line that makes it clear you are trying to engage them in a 1-2-1 conversation rather than just a banner (which tends to indicate a mass marketed message).
There are a number of other elements that can improve your email deliverability, but these are the three essentials that we would certainly promote to any of our clients as they look to improve their email marketing campaigns. Starting off with these three steps will certainly stand you in good stead for engaging more prospects, whether they are in your inbound or outbound marketing channels.
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