Deliverability Reminders: Engagement Affects Deliverability
We wanted to just revisit some common questions that we get asked about frequently (and it's a good refresher for seasoned marketers).
So... for the next several weeks, we're going to address a different question each week to keep the snippets short, simple and actionable for you! If you have any questions you'd like to see answered, please submit them and we'll be happy to add them in to the list!
Q2. How does engagement play into deliverability? Has traditional deliverability gone out the window?
We have talked a lot about engagement based filtering over the past year for so. This is where the ISPs determine whether the messages are delivered to the inbox or the junk folder based on their individual interaction, or lack thereof, with your email marketing. (i.e. opening your emails, clicking links, marking a message as NOT spam, etc.).
In other words, if subscriber A doesn’t interact with your messages, that subscriber is likely going to have that mail sent to the junk folder. Yet, someone sitting across the room from them may receive the email in their inbox because they open and read all of your emails religiously!
This is but ONE factor the ISPs use to determine placement of your emails. Certainly, the more engaged subscribers are, the better for a number of reasons (primarily, they’re interacting with your offers and generating an ROI for your business). Because of this, it does make it a little more difficult when it comes to troubleshooting any inbox placement issues because what hits your inbox may hit my spam folder or vice versa.
Mostly, engagement should be used as ONE tool in your arsenal. You should be looking at engagement levels, adjusting your messaging accordingly, working to increase engagement when possible, and so on.
So pay attention to levels of engagement and work on methods to increase engagement across the board. Try to get non openers to open your messages… openers to click… and clickers to take your offers.
Q3. Will changing my IP, domain, etc. fix delivery problems?
For over a decade Heather Seitz used email marketing to build successful companies and had to solve the biggest barrier to consistent profitability: deliverability. Today she is the Co-Founder and CEO of Email Delivered.
Engagement affects deliverability, seasoned email marketers are aware of this . To discover other deliverability secrets of the most successful email marketers, visit http://www.emaildelivered.com/category/email-deliverability/ Remember to sign up for the FREE Email Delivered Pulse newsletter for articles, tips, and recommended resources for email marketers.
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