Why E-mail Engagement is Important for Deliverability

Association of Strategic Marketing
May 1, 2013 — 1,123 views  
Become a Bronze Member for monthly eNewsletter, articles, and white papers.

In every market sector, e-mail campaigns have been acknowledged as the best way of communicating with your customers. Whether it is about a new product or service, or a latest offer, any advertorial or information can reach your customers quickly and easily without adding to your cost. Earlier, the cause of worry was whether all the recipients are even reading the e-mails you send them--or do they just delete it from their inbox? Now you need to be concerned about e-mail deliverability issues.

What Happens to Your E-mails?

Assuming that the e-mails have reached your recipient’s inbox, there are a few things that they can do with it. Either they will engage with the e-mail and avail the offer or promotion of the campaign that you are conducting. Or they can also open it and not do anything about it, or delete it without even seeing what you have sent. The worst happens when they hit the spam button. This means that your e-mails will not be permitted in their inbox anymore. If this process is repeated by many recipients, you get a bad reputation with ISPs. This will then develop e-mail deliverability issues from your IP address, and your mails will land in the junk folder, even in your loyal customer’s account. 

Active and Inactive Recipients

There are two ways in which ISPs determine your e-mail deliverability. If your recipient opens the e-mail, regardless of whether they read it, enable images, access the links provided, or add you to their address book, they are active recipients. Now if another recipient reports your mails as spam and continuously deletes them, or marks them as read without even opening them, then this person will be called an inactive recipient. The more inactive recipients you are extending your campaign to, the more chances you have of developing a bad reputation with ISPs. Excessive number of e-mails bouncing back due to invalid addresses can also get you blacklisted.

How to Avoid This

To ensure e-mail deliverability by not getting blacklisted or spammed by ISPs, you need to segregate your database into active, inactive, and invalid. Without wasting any more time, delete all the invalid addresses from your database. Why should you risk getting blacklisted for emails that are not reaching anywhere?

There are two things that you can do with the inactive recipients. Either you can delete them from your clientele and never mail them again; Or as a last attempt, you can conduct a final e-mail campaign asking them for their permission to receive continued emails from you. Regardless of their response, this will give you the satisfaction that you did not discard any prospective client.

You can continue sending e-mails to those recipients who not only read your mails, but also participate in the campaign actively. For the seasonal customers, you can conduct a survey of their activities and give more emphasis on e-mails that they will be interested in. It is true that people’s interests and choices can change with time. This could be happening to those recipients who are not taking part in the activities. Rephrase the subject line to make it more appealing and catchy to reignite their interest.

Association of Strategic Marketing