A philosopher once mused that two wrongs don’t make a right, and ever since then, school administrators were equipped with their favorite platitude. But in all seriousness, two big wrongs which will ruin your email program are poor list quality and not taking the appropriate approach to complaints.
Let’s break it down!
How do you obtain the email addresses you send to? In other words, what are your points of acquisition. For the sake of brevity, let’s say you have one source: your website. Of course, you’re not one of those _____ (fill in the blank) senders that buy lists, etc. But there could be important components that are being overlooked which are adversely affecting your list quality. These include:
If you’re doing your utmost to have good list hygiene, will that mean the end of complaints? Nope. Why? People’s preferences change!
It could be that you’re mailing too much, or even too little, and subscribers who are not familiar with your brand may mark it as unwanted mail. How about your content? Is it insipid and just not interesting anymore? Has it been tested for compatibility with the available email clients?
The key here is to be aware of how subscribers are (or aren’t) engaging with your email. That includes signing up for feedback loops and other services provided by mailbox providers, to get as much insight as possible into the filtering decisions are made for the email addresses you mailed to at each mailbox provider.
In particular, there are three areas are of primary concern:
With Return Path’s Email Optimization suite, you have a plethora of tools which elucidate on all aspects of your reputation and performance. We provide you not only the tools but expert guidance on how to optimize your performance. It’s time to get serious about list hygiene and complaints. We got your back!
To learn more about the challenges to deliverability, download our latest ebook, The Ultimate Guide to Email Deliverability.