Among the major issues surrounding email marketing, email deliverability is the most important one. Newbies to email marketing might wonder how email deliverability can be an issue. If you are sending an email it is supposed to reach the mentioned address. Unfortunately, it's not as simple as it looks.
The two main reasons for emails not getting delivered are Bounces and ISPs' and ESPs' spam filter.
I. Bounces
Emails that bounce back fall into two categories.
a. Hard bounces
In your email list there are email addresses that either don't exist, are wrong, mistyped, etc. Sending emails to such addresses brings hard bounces.
b. Soft bounces
Similarly, there are email addresses that are correct and existing. However, due to some technical problems like server downtime, the email doesn't get delivered. Such emails fall under soft bounce category.
Solution: List hygiene and constant list updation. Immediately remove the hard bounces. For soft bounces try sending emails for another 3 times. If again it fails, let them go as well. With this your list size may reduce, but the lead quality will be up.
II. Spam nets
ISPs and ESPs are very particular towards protecting their users from spam mails. Any email they suspect as spam wouldn't cross through the spam net. Each ISP has a different definition for spamming and spammers. Not every email that get trapped in the net is spam. There are many legitimate ones too.
Solutions: Follow email best practices like sending permission-based campaigns is one of the solutions. Abiding by the email laws is another. Authentication is also one of the ways to keep the ISPs happy.
Email deliverability is not a very big issue. What requires is marketers should be aware of how to deal with it.
An Article by CRM Email Lists, CRM Lists offering company
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