August 2018 - Fundamental Marketing

Monthly Archives: August 2018

Aug 21

The 3 E’s of email deliverability

The success of your email deliverability and marketing campaigns is based on a range of factors such as subject lines, offers, copy, etc.

But there’s one key thing everyone MUST PAY ATTENTION to before you even think about about hitting send on your next email campaign.

That thing is the hygiene or cleanliness of your email list.

Even if you built your list the right way (you didn't purchase a list, scrape the internet, get a list from a JV partner etc) if you are not practicing proper list hygiene, there is an extremely high chance that you could be considered a spammer in the eyes of the ISP's.

Here is why:

The Problems

1) Expired emails = Inactive subscribers - ISPs base complaint rates on active subscribers, not total subscribers.

If your list is loaded with emails that are inactive, you will never have a clear picture of what your true complaint rate is. While many marketers just look at total complaints over total list size ( you sent 25,000 emails and had 25 complaints), ISPs (internet service providers) are actually looking at total complaints over number of active email users.

Let's show an example. You have a email sending out to 5,000 contacts. Suppose your email to 5,000 addresses only makes it to 2000 inboxes and then generates 40 complaints. A marketer might think their complaint rate is only 1% (40 / 5,000). Unfortunately the ISP's will calculate a rate of 2.5% (40 / 2000) -- a rate that is will likely get you blocked by certain ISPs. The ISP's base it on emails delivered not the total sent!

ISPs started caring about active users when they caught on to a loophole that spammers with poor email sending habits were exploiting. That then carried over to those with poor email hygiene practices and had dirty lists. In an attempt to work the system, spammers started to stuff their lists with inactive email addresses. They did this because inactive accounts don't click spam buttons, and therefore, the total spam complaints would stay artificially low. Pretty Sneaky!

2) Expired email addresses turn into unknown accounts.

When an ISP sees that you’re sending to a large number of unknown accounts (accounts that cannot be verified), once again, they will suspect that you are sending spam messages. If you hit unknown accounts at a rate higher that 5%, it is very likely they will send your emails directly to the spam folder or could just block you completely.

3) Expired email addresses turn into spam traps.

Since spammers tend to buy and steal lists, ISPs resort to yet another method to track them down: ISPs mark abandoned or dormant email addresses as spam traps. A dormant email is an account that was once real and used, but is no longer active. It hasn't been logged into or is full and cannot receive emails anymore. This means that, even if you acquired emails in a legitimate manner, the dormant addresses may have been converted into spam traps. Hitting even just one spam trap in an email send can cause deliverability problems with the ISP's.

The Solution: Email List Hygiene

The solution to all three problems listed above is to regularly clean up your email list by removing those addresses that are no longer engaged and run regular hygiene scrubs to ensure you are keeping bad contacts out of your list. Monthly list scrubs is best, but at a minimum you should clean your list once a quarter.

You can also identify unengaged contacts with metrics such as opens, clicks or engagement reports. Aside from all of the money you will save from sending less email, you will achieve higher deliverability, a good email reputation with the ISP gods, and increase your ROI from your marketing campaigns!

If you would like to schedule a free consultation to discuss your email deliverability, go to my calendar and select a time to talk.

Aug 15

Why is email deliverability so important?

Email marketing, and specifically email deliverability, affects the livelihood of almost every business today. Unfortunately, email deliverability is not always talked about or understood. Nor are the effects that poor deliverability has on a sales funnel and profits.

When it comes to increasing your sales, you have two primary choices.

  1. Increase your ad spend to drive more leads.  
  2. Increase conversions and close more sales

You may be saying to yourself... "I have a great funnel in place already, I can't improve it".  You may not be able to improve your funnel, but you can increase the number of eyes that get to see your emails by improving your email hygiene practices which impact deliverability.   A delivered email, one that lands in the inbox rather than the promotional folder in gmail or the spam folder, has a greater chance of being read.

Think of it this way, let’s say you had a new product for $197.  If you have a list of 4,000 and you get an open rate of 10% = 400 opens. 

Now, of the opened emails, 25% buy your offer = 100 new sales.  
$197 x 100 = $19,700 !!

What if you wanted to double that?  And, what if you have optimized your funnel as best you can.  You can spend money on ads and 2-3x your add spend to double your sales.  OR, you can get more emails in to the inbox to be opened.  You accomplish that with good email hygiene and email deliverability.

If you were to clean your list, practice good deliverability habits, and you removed the toxins in your list, your list might drive down to 3,500 but, a result is that you could increase your deliverability by 50%.  And, in doing so, present your emails to more people and, you can go from an open rate of 10% of 4,000 emails to 25% on 3,500 emails = 875 opens.  Assuming the same 25% of the opens buy your offer = 875 x 25% = 218 new sales.  An increase of 118 customers x $197 = an addition $23,246  

The ONLY thing you fixed was your deliverability and inbox placement.

You see, it is really simple, if your messages are not reaching your intended recipient then it doesn't matter how great of a funnel you have built, it just won't convert any higher than where it is currently.

Even if you spend money on ads, the list is toxic and will begin to impact the deliverability of the newly added contacts.  Therefore, clean your list, keep it clean, generate more sales, then start to grow your list, the clean way.

A consistent focus on email hygiene and marketing practices is vital if you are going to scale your business, increase conversion rates, and improve your ROI.

The point here is for you to start maximizing the opportunities that you already have rather than just continue to spend money on more leads who won’t get your emails. 

You do that by ensuring your emails actually make it to the inbox!

If you want to start learning more about email deliverability, download our free eBook The 5 Tips To Avoid The Spam Folder & Land In The Inbox!