When you discover that your email messages are going to your subscribers' spam folders, you're probably going to blame the ISPs first. After all, you never sign up subscribers without their permission. If you're already using opt-in, why are you having deliverability issues?
The answer is that deliverability is a complex network of factors in which senders, ISPs and subscribers play roles and is rooted in buyer trust.
Buyer trust begins with permission and getting to the inbox. Then, it broadens into the relationships you build with your subscribers.
This is a tall order – it's not something you can fix with an algorithm tweak here and there. And you must be able to collect and use your customer and subscriber data at a much higher level than just inserting a first name in the subject line.
But the reward is just as big: conversions and long-term engagement. After all, isn't that why you invest in email marketing?
You should be able to answer three...
What comes to mind when you hear the word ‘audit?’ We bet you don’t automatically think of email deliverability.
Many businesses are completely unaware that they might have email deliverability issues. In fact, most marketers aren’t totally sure what the word ‘deliverability’ means. Some are simply uneducated on the subject, and others are afraid to investigate how their email program is performing. However, deliverability issues can have quite a detrimental effect on revenue. And because you cannot begin making improvements if you don’t know what’s wrong, an email deliverability audit is a great place to start. The audit will uncover areas in need of improvement to enhance your program’s ROI.
When an email is delivered, it means it made it to the intended recipient. Deliverability, on the other hand, is the measure of how many emails make it into each recipient’s primary inbox (as opposed to the “spam” or “junk” folder, or even the “promotions” tab). If your emails aren’t landing in...
Email is the original social channel, thanks to email forwarding. We'll bet that the minute computer salesperson Gary Thuerk sent that famous email message to 400 prospects back in 1978, many of them forwarded it on to their friends.
Forwarding messaging is one of the most popular email activities. By 2015, 1 in 21 commercial messages was being sent on to other recipients. For email marketers, it also expands your reach and exposure without any effort on your part.
Besides person-to-person forwarding, many email users also forward their messages automatically from one email service to another (from Gmail to Yahoo, for example) so they can read email from multiple email addresses in one inbox.
But a forwarded email can actually end up in the spam folder instead of the inbox. It all has to do with email authentication, which verifies that the senders and messages are legitimate. If your emails are authenticated properly, messages that get forwarded have a better chance of hitting...
Spring is in the air! The perfect time to take a look at your email program and get a better understanding of what’s working, what’s not working, and where you might need some support.
Spring cleaning at work can provide an opportunity to practice being more mindful of the tasks you’re doing, promote a more positive attitude and help establish a clear mindset - and quite possibly, avert those feelings of languish so many are experiencing these days.
For marketers that manage a sophisticated email program, there can be so many different ways to optimize its performance - just thinking about it can take time that you probably don't have. We have compiled 3 steps email program owners can take to capture some of the stress-relieving benefits of spring cleaning at work.
Get in the inbox
What is more distressing than sending a message and not knowing if it is even being delivered to it’s intended recipients? Even more stressful is actually knowing your...
If you had the opportunity to buy 1,000 shares of a stock at $1 each, knowing you could later sell them for $42 a piece, you’d jump at the chance, right? According to the Direct Marketing Association the current ROI on email is exactly that 42:1. With this impressive ROI in mind, is your organization doing all it can to protect your investment in its email program? Are you keeping a close eye on email deliverability in order to take advantage of this huge return?
While testing strategies, segmentation, personalization, copywriting, and design are all incredibly important to the success of your email program, email deliverability is all too often an afterthought. It’s disheartening for a marketer (not to mention a waste of time and resources) to put all their effort into an email campaign only to have the message land in the spam folder.
Part of the issue is that email deliverability, as a concept, is a harder sell than a...
RentPath is a leading digital marketplace connecting millions of consumers with apartments, condos and houses for rent through its network of websites and mobile apps. RentPath’s category-leading brands include Apartment Guide, Rent.com, Lovely, Rentals.com, and RentalHouses.com. The company relies heavily on the email channel for client services, as well as general marketing outreach.
RentPath began experiencing declining open rates and high bounce rates — both tell-tale signs of declining email deliverability rates. They needed to increase revenue by recapturing opportunities lost due to email delivery issues. They came to Trendline to help solve these issues.
Trendline performed a deliverability audit on RentPath’s current sending practices and uncovered a few obstacles that were negatively affecting their deliverability. Trendline broke down the many factors involved in email campaigns, both technical and creative, to determine what corrective measures to take to ensure successful and consistent deliverability to the audience’s inbox.
The deliverability audit uncovered that their emails were...
August marks Trendline’s 10-year anniversary, and we’ve had a lot to say! Here’s a list of our top-read articles of all time. From holiday emails to deliverability resources, there has been no shortage of Trendline content through the years.
10. Overview of the Enterprise Email Service Provider Landscape
The Enterprise Email Service Provider (ESP) landscape continues to evolve, and choosing which platform is right for you can be a challenge. Learn from Trendline’s CEO, Morgan Stewart, about the strengths and weaknesses of each of the ESPs.
9. The Best QA Process to Produce Error-Free Emails
Our QA process at Trendline not only needs to produce and test error-free emails but do it as quickly as possible. Trendline’s VP of Email Operations, Molly Privratsky, gives the full scoop on how the QA Team maintains a high error-free rate at blinding speeds by utilizing the Litmus tool. Read the full case study.
8. Soft Bounce vs. Hard Bounce: What’s the Difference?
So your email bounced. What caused...
For almost a decade, email has laid claim to the title of Highest ROI–over all other direct marketing channels. For every $1 spent, email marketing generates $42 in ROI. For many companies, email has become the foundation of their digital marketing programs.
As marketers, you have spent years honing your email expertise, refining your strategies, and improving your campaigns. Yet, according to a Return Path study, even though global inbox placement rates (IPRs) were up overall, still only approximately 80% of messages from legitimate senders were delivered into subscribers' inboxes in 2018.
What is Email Deliverability?
What’s Happening Here?
Many attribute the overall improvement to the GDPR and CASL laws’ consent requirements generally improving the overall quality of leads and lists for senders in the EU, Canada, and even tangentially in the United States. However, this doesn’t mean it’s time to relax. Rather, it’s more important than ever to be sure that you’re getting in the inbox because your competitors are that much more...
In 2019, we witnessed a long series of data breaches at corporations like Facebook, Toyota, and MyFitnessPal. These attacks have been carried out by hackers seeking customer’s credit card numbers, user passwords, internal documents, and emails. As a result, privacy has come to the forefront of consumer minds. A recent study reported that only 25% of consumers believe that most companies are handling their personal data responsibly.
This lack of consumer trust means that companies must ensure that they are doing everything they can to safeguard their customers’ privacy–consumer trust is imperative. If you aren’t carefully managing your own customer data, you’re not just running the risk of being flagged as spam and decreasing your ROI.
Companies that don’t adhere to industry best practices (or the law in the case of CASL or GDPR) risk putting their brand’s reputation in jeopardy and could be hit with significant fines and penalties. Data hygiene is more important today than ever before.
Data Hygiene Explained
If you follow email industry news, you've most likely recently seen stories about deliverability services provider Validity buying up two deliverability software vendors: Return Path and 250ok.
It's natural to wonder what these and other acquisitions in the email space might mean for your own efforts to improve deliverability, or for the industry as a whole. Here's our take:
Validity's two acquisitions mean that the industry's top three stand-alone deliverability services are now part of other organizations, beginning when Validity bought Return Path in May 2019 and when email services provider SparkPost bought eDataSource in October 2019.
These consolidations will likely bring fewer service options to companies working on their own with a single company. However, they won't affect Trendline's ability to pinpoint and help you solve nagging issues like delivering emails into the inbox.
What is Email Deliverability?
Service over software
These consolidations, and even the potential loss of one or more of these services, won't affect our ability to provide deliverability services because we...