Deliverability is a real challenge in the modern email marketing as spam filters are constantly evolving and filtering incoming mail more aggressively than ever.
Some email servers and spam filters reference “blacklists,” which are lists of IP addresses of known spammers, or “spam friendly” servers. If an IP address is on the list, they won’t let your email through.
If you’ve been keeping up with news in the email world, you’ve probably heard some of the chatter around Gmail’s upcoming DMARC changes. For most senders, this change will have little or no impact on their day to day sending. For others, it will require a little effort to avoid serious interruption. Either way, it’s worth understanding exactly what changes are being made and what the implications are for the email ecosystem.
Side Note: If DMARC is still a foreign concept to you, you aren’t alone.
In order to get the best deliverability and inbox placement rates, you need to establish yourself as a legitimate sender by developing a good reputation with mailbox providers (like Gmail and Hotmail). Here’s how:
In the spirit of spring cleaning, here is some information on the benefits of performing maintenance on your email marketing lists. This entails cleaning out inactive contacts from your future email marketing campaigns. Performing this regularly is a sound strategy to ensure you are only emailing the people who truly want your messages. So, let’s talk about list hygiene!
The question that I typically get asked the most often is, “What are the main reasons that my email gets blocked?” More often than not, the question cannot be answered easily and takes some investigation to uncover the reason or reasons why emails get blocked. Unfortunately, the marketing automation provider or email service provider may not be able to pinpoint the reason either, but reviewing bounce logs will typically help. I have come up with a list of the top five reasons why an email would typically get blocked or blacklisted below:
Definition: A blacklist is a collection of IP addresses that are believed to distribute spam; emails from these addresses are either blocked or routed to the recipient’s spam folder. Blacklists are identified by spam filters, which use set criteria to identify emails believed to be of a malicious or spammy nature. Ensuring that emails are delivered and blacklists are avoided is the first critical step to successful email marketing.