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Happy, Healthy Email Lists
Written By: Madison Potter
When we imagine happy, healthy email Lists, we envision our emails landing in the inbox with loads of reads and clicks, and our subscribers ready to buy or learn more about whatever it is we are promoting. Many marketers don’t realize just how important engagement is to a profitable email list. Without understanding the importance of, and how to achieve high engagement rates, many email marketers struggle to achieve success in their email marketing program.
This post dives into this engagement, common mistakes marketers make, as well as insights to keep your subscribers engaged to maximize the success of your marketing efforts.
When we send emails to our subscribers, one of four types of reactions happen:
Reaching The Inbox
Now that we understand how people may interact with emails, it’s important to understand what affects whether or not emails land in the inbox.
How do Mailbox Providers (MBP) know if your email is wanted? Your users show them.
ENGAGEMENT → allows MBP to identify wanted emails which are used to generate SENDER REPUTATION → which is assigned to the SENDER IDENTITY
Common Mistakes To Avoid
How to Boost Engagement
Actions you take as a marketer will build, maintain, or break the trust of your subscribers. Fashion every decision around building and maintaining the trust of your subscribers so they want to continue engaging with your messages.
Monitoring Your Sender Reputation
Sender reputation is the key contributor to how email service providers decide whether to send your emails to the users’ inboxes or not. It’s a score assigned to your domain based on multiple factors, including the quality of your email campaigns, frequency of sending, how big your list is, and how users interactions with your content. Below are a few helpful resources to monitor your sender reputation.
Monitoring Your Long-Term Engagement
Lack of engagement is harmful to delivery rates over time, both on a personal and global level. For example, initially it affects the individual’s inboxing. However, a high volume of unengaged subscribers affects global inboxing for your domain. A few ways you can monitor this engagement would be through:
Say Good-bye When It’s Time
Sometimes saying good-bye is the hardest part, but it’s the best thing to do. Removing ‘stagnant’ contacts will increase deliverability to more active contacts, leading to higher effectiveness. If re-engagement efforts do not work, suppress inactive contacts so they cannot continue to hurt your engagement and delivery rates.
Engagement drives deliverability. (2017, July 11). Industry. https://wordtothewise.com/2017/07/engagement-drives-deliverability/
Return Path The State of Email Engagement 2019, Benchmark Study Report
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