Page 10 - Payout Magazine Online Volume 8.8
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cutting





                                                            edge email





                                                Deliverability





                                                                                tactics





             ith  over  3.7  billion  emails  users  across   deliverability   boils   down   to  warm up to the isP
        wthe globe, email remains one of the most   engagement
        powerful marketing and communication tools.                                 For your ISP to see you as a trusted sender,
                                               To provide the best service to their   start  off  by  sending  a  few  emails  first  then
        It  is  an  ideal  tool  for  communicating  offers,
                                             customers, most ISPs  are continually refining   increase gradually. A massive blast from a new
        raising  awareness,  creating  new  contacts,                             domain will raise an alarm and will most likely
                                             their systems. The tweaking goes beyond
        re-engaging lost customers, and driving                                   treat you as a spammer. Apart from sending a
                                             eliminating spam. In this age of big data and AI,
        revenue. Technological advances, especially                               small quantity of promotional email, establish
                                             more providers have shifted their focus to how
        AI, have enhanced ways in which we do email                               a direct communication line with your ISP by
                                             recipient  interacts  with  different  emails.  They
        campaigns. However, email is also useless if it   are checking if the recipients are opening your   setting up abuse@yourdomain.extension email.
        isn’t delivered. No matter how well-crafted and                           The email allows ISP a way of communicating
                                             emails, scrolling down to read, clicking on links,   back to you, which also ease troubleshooting
        beautifully  designed  an  email  is,  there  is  no
                                             replying, adding to contacts, or deleting your   when there is an issue. You can also use free
        need to send it if it cannot reach the recipient.   emails. These insights will help them improve   Sender Score tool, which is assigned to all
                                             their  filtering  algorithms,  which  can  result  in   outgoing mail servers. The tool calculates a
           Email deliverability is key to the success                             score based on conventional metrics such as
                                             blocking senders with low reputations.
        of your email marketing and communication.                                spam reports and the number of subscribers.
        Unfortunately, it still poses a big challenge   One area that is giving marketers a
        for  most  marketers.  A  2017  Deliverability   challenge is collecting emails from engaged  keep updated on email regulation
        Benchmark Report by Return Path found out   subscribers. This underscores the importance
                                                                                    Email regulations keep changing, and they
        that 20% of email fails to reach the recipient’s   of understanding subscribers and improving   differ  across  the  globe.  The  best  practice  is
        inbox. The statistic means marketers are not   value through quality content. Segmenting   to get explicit consent from the outset. Most
        only losing revenue but also the opportunity   emails database will allow you to engage each   people hate receiving unsolicited emails. Such
        to engage with subscribers. Below are cutting   subscriber in a more personalized way, which   emails are often deleted or marked as spam.
        edge strategies to boost email deliverability.   improves engagement levels.   Both actions will damage your reputation. It


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