![]() It’s a simple one: you collect a bunch of new emails over time and once the list is complete, check whether all emails on it are still valid.This way you can ensure all the emails on the list are still valid - and avoid hurting your reputation by sending a campaign to inactive addresses. There are 3 good rules of thumb when you should check your email database in bulk. When and how often should you verify email addresses? The bottom line is, having a lot of junk emails on your list is a literal money waste. Some - like us - allow you to choose one or the other. How’s that? Email service providers charge you either for the number of emails you send, or the number of contacts on your list. By making sure your subscribers’ database is updated, you spend less by sending fewer emails to inactive addresses. Return on investment is basically money earned / money spent. Achieve better ROI (return on investment).So update your email list regularly to cleanse inactive/invalid addresses to keep the bounce rate down. They bring down your sender reputation score the most. It’s those hard bounces you should be scared of. This occurs when the recipient’s address is inactive or invalid, when his email server has blocked your domain or when there’s spam content in your email. ![]() Which means the reason behind the initial failure was temporary: a full inbox, server-side problems, large attachments or images.Ī hard bounce happens when the email cannot, and will not, be delivered at all. There are 2 types of bounces: soft and hard.Ī soft bounce occurs when the original delivery was unsuccessful, but the email ultimately reaches the recipient. Now, an email bounce happens when your message was not delivered to the intended recipient. There are many factors that affect your reputation: spam complaints, engagement history, unsubscribes… But the most important one is probably the email bounce rate. The higher it is, the more likely your messages are to land in recipients’ inbox, and not in spam/trash. Your account - as well as everyone else’s - has a sender reputation score. Which will directly affect your sender reputation for future campaigns. Well, the thing is, if your emails frequently end up in spam or bounced or even just seldom opened, email service providers might start treating you as a sender of harmful - or simply boring - emails no one wants to read. You might be wondering why the hell bother with deliverability rate when your delivery rate will be high anyway. On average 85%-90% of all emails generally reach your recipients’ inboxes: clearing out “bad” emails will help you reach that number. Deliverability means that your message landed in their inbox.Īnd that’s your aim, for as many people to see your message as possible. Delivery simply means that your email reached your recipient - but this could be in their spam or trash folder. However there are other reasons why you should periodically clear out inactive addresses from your mailing list.Īn important note: email deliverability is different from email delivery. Assuming of course your content is spot-on too. The more people see your offer, the more will buy into it. If you are selling a product or service, then making sure your emails reach as many recipients on your list as possible is common sense. Why you should verify email addresses before sending your campaigns
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