For email marketing, sending the email to the recipient's mailbox is the first and crucial step. Make sure emails arrive in the right inbox at the right time for subsequent conversions. With this article, you can learn why emails end up in the Trash and how to get them into the Inbox correctly.
1. Low Recipient Engagement
It is very important to keep an eye on recipient email engagement, opens, clicks, complaints, unsubscribes are all ways recipients interact with emails. Major email clients (such as Gmail, Yahoo, Outlook, etc.) will evaluate each of your email marketing campaigns based on the behavior of the recipients.
For example, if your open rate is consistently low after sending several times, then the mail client will likely think you are sending spam and put future emails in the trash; or if there are many Complaints from recipients can also be taken as a sign of spamming.
- Recipient List for Non-Subscribing Sites
Using your website to collect high-quality subscribers can effectively prevent marketing emails from going to the trash. Using lists obtained from other websites or purchased directly is one of the main reasons for emails to enter the trash bin. These recipients do not have any knowledge of the website, so it is difficult to maintain active and effective interaction, and they are easily taken back. Subscriptions, complaints and other negative behaviors.
Usually, it is a safe range to control the complaint rate within 0.1%. If it exceeds the range, it is necessary to re-examine the quality of the recipient list and the content of the email.
In addition to customers who register as website members and place orders on the website, through the SHOPLINE application market - pop-up promotion plug-in can also obtain visitor emails more efficiently, and obtain clues for subsequent marketing emails.
- Inactive recipient
Spam filters are designed to filter out content that is not of interest to their recipients, so subscriber behavior is their primary criterion. Keeping your recipient list active is a constant effort.
Although it takes a long time to collect a subscription list interested in a website, over time, a recipient list that has been dead for too long and cannot be activated will not add new value and will only damage the reputation of email marketing. Therefore, regular cleaning of the list is one of the required courses for email marketing.
In SmartPush, you can quickly filter out the list of active contacts through 【Segmentation Group】, and the group population will be automatically updated according to the conditions, eliminating the trouble of subsequent updates.
- Email content is unattractive
The email content here refers to all the content delivered to the recipient, including the subject of the email, preview of the content, sending address, pictures and text in the email, etc. These contents are the bridge of information from the sender to the recipient. How to craft email content that the recipients are interested in is the key to increasing the engagement of the recipients.
SmartPush presets 30+ sets of multi-scenario email templates carefully crafted by designers. Whether it’s holiday promotions or daily new promotions, it’s all in one go, and new ones are added every month, making it easier to create beautiful emails.
2. Invalid email address
Pushing emails to a large number of invalid or non-existent mailboxes is a red flag for major email clients, and it is likely to affect the reputation of the sender.
In addition, abandoned email addresses can easily become invalid addresses. For example, Yahoo will automatically clean up inactive mailboxes regularly, so even real subscription email addresses collected through the website may become invalid email addresses over time.
When there are a large number of invalid emails in the recipient list, it will often lead to a higher bounce rate (hard bounce + soft bounce), usually when the bounce rate exceeds 4%, it often means that the email list has been exhausted. Dead, low-quality, or purchased recipient lists, the major mail clients have a poor reputation for such senders, which can reduce the reputation of the sender.
SmartPush provides a free email pre-verification service. Before each marketing campaign is sent, it filters out invalid email addresses and email addresses with negative behaviors such as unsubscribe and complaints in the history, so as to ensure that the email addresses sent are authentic and valid.
3. Email content
A contact address and an unsubscribe button make the email more compliant with spam laws. And the unsubscribe button needs to be prominent and easily accessible, and recipients shouldn't face any obstacles trying to unsubscribe.
In addition, garbage words are also an aspect worthy of attention. Traditionally, keywords such as FREE, NOW, and Hurry may become spam triggers, but these keywords are crucial for e-commerce. When checking the inbox, I found a lot of emails with these keywords, so we don't think these keywords are the reason why the emails went to the trash.
At SmartPush, we believe that there are a lot of exclamation points in the subject line of the email, or keywords related to pornographic information may make the email more likely to enter the trash bin. When setting the subject of the email, you should choose something that is more in line with the purpose of the email and legal.
4. Blacklist
Many mail clients maintain blacklists to help determine which senders need to be blocked or screened. Most blacklists will list your IP address or sending domain name, and when they detect a large amount of spam, they will prevent the sender from sending letters.
Usually we recommend using the free detection tool mxtoolbox to check whether the IP or sending domain name is blacklisted.
5. Sudden surge in sending volume
If a brand usually sends around 2K and suddenly increases its sending to 20K in a certain event, it will easily trigger the spam filter.
For IPs or domain names that have not sent marketing emails or need to increase the amount of sending, warming up and gradually increasing the amount of sending is an effective measure to prevent them from entering the trash bin.
SmartPush will provide the preheated default sending domain name for use, and there is no need for preheating for maintenance by dedicated personnel. For paying users, SmartPush will also provide 1-to-1 expert services, providing hands-on guidance on how to configure, warm up, and maintain an independent sending domain name, so as to create an efficient and stable brand sending domain name.
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