Spike in Email Undeliverables: 5 Tips for Increasing Delivery


Share on LinkedIn

The Challenge: Major email providers such as Gmail, Yahoo, Hotmail and AOL have implemented new algorithms for email deliverability based on “engagement”. If your emails are not triggering sufficient interaction, they are likely not to be delivered.

Recently, most email service providers have converted to a new customized algorithm that calculates deliverability using a combination of the original email delivery rules plus new “engagement” factors: open rates, clicks, unsubscribes, and complaints. With these new human behaviors factored into the equation of deliverability, future emails that you send may be considered SPAM or not delivered at all, even to subscribers who signed-up to receive your emails. Email marketing service MailChimp explains an even more damaging point “if enough recipients click the ‘spam’ button on your email, the providers assume that no one else would want that email either.” Read Google’s white paper on deliverability and the Priority Inbox.

What can you do to improve engagement? Here are 5 tactics:
1. At a minimum, follow basic list management best practices, such as keeping your list opt-in only, honor unsubscribe requests and remove undelivered emails from your list. MailChimp suggests using a double opt-in method to further improve engagement metrics.
2. Motivate new customers to engage with you. Silverpop recommends a quality welcome series.
3. The strategists at Econsultancy suggest “Combining behavioral data and RFM (Recency, Frequency, Monetary value) creates Engagement-RFM (eRFM). Using this methodology can improve the accuracy of segmentation, strengthen influence and engagement, and lead to an increased ROI.”
4. Use personalization and dynamic content. Leverage this information to deploy personalized communications for significant events such as customer appreciation messages, unexpected “surprise and delight” communications, birthdays, post purchase “thank-you’s”, and dropped cart messages.
5. Reward email actions like opens, clicks, and shares. Marketing Profs highlights how companies like GameStop and Southwest Airlines are experiencing success with engagement by tracking subscriber’s interactions and awarding loyalty program points.
Key Takeaways:
1. Sending “spray and pray” emails will damage your brand, hurt your reputation, and compromise future deliverability of legitimate emails.
2. Provide value-added information. Per recent findings from recent Voice of Customer research conducted by our firm, customers are willing to provide in-depth information in exchange for receiving value-added information. For consumers, the rationale for providing preference information is to receive increasingly relevant offers, communications, and experiences.
3. Segmentation is more essential than ever. Develop increasingly specific customer and prospect segments so you can send highly targeted emails that are of interest to each recipient in your sub-segmented groups.

Republished with author's permission from original post.

Ernan Roman
Ernan Roman (@ernanroman) is president of ERDM Corp. and author of Voice of the Customer Marketing. He was inducted into the DMA Marketing Hall of Fame due to the results his VoC research-based CX strategies achieve for clients such as IBM, Microsoft, QVC, Gilt and HP. ERDM conducts deep qualitative research to help companies understand how customers articulate their feelings and expectations for high value CX and personalization. Named one of the Top 40 Digital Luminaries and one of the 100 Most Influential People in Business Marketing.


Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here