Read rates are perhaps the most important measure of success in the world of email marketing. However, if the messages you send do not reach your members, you will not be able to achieve open and read rate levels.
Many companies think that 100% of the e-mails they send reach their members. Technically this is almost impossible. Because deliverability differs according to the following items: the user’s computer – network settings, mail reading habits (opening mail – clicking – deleting – deleting without opening – ignoring). All these criteria determine your reputation, with which ISPs understand whether you are a legitimate sender or not. If your reputation is good, your reach will increase, if it is bad, it will be difficult for you to reach your members.
You should avoid these mistakes to reach a higher email deliverability rate:
- Sending e-mail to a list of unauthorized and unknown data
- Sending bulk e-mails to one person several times a day
- Not sending segmentified emails
- Not sending personalized emails
- Not working with actual data and continuing to send to subscribers that do not read emails
- Incorrect e-mail content (design – html – Spam word usage)
- Emails marked as SPAM
- Having a high SRD rate
- “Spam Trap” (fake / trap) e-mail addresses in the data
Microsoft’s e-mail programs/services (Hotmail, Outlook, Exchange, Windows Mail and Entourage) use SmartScreen filtering to prevent spam.
SmartScreen technology; It has the ability to learn from the behavior of volunteer Hotmail users who participate in the Feedback Loop Program (FBL), as well as from known Spam and phishing threats.
“Windows Live Sender Reputation Data” fed by the feedbacks of the FBL participants, and the feedback from the “Report Spam” module offered to every user as standard, helps to improve the SmartScreen filter.
The active Hotmail users are asked to categorize some of the emails forwarded to randomly selected FBL participants. To the FBL participant; An e-mail with the message subject ‘Junk e-mail classification’ and the sender address of firstname.lastname@example.org is sent, asking whether the submission is junk.
What is the Difference Between a Typical Spam Report and Negative SRD
Spam complaint; determined by users clicking on the publicly available “Report Spam” button. Negative SRD reports are only for FBL participants; With a special e-mail sent to them, some submissions are recorded by voting as “Junk”.
Spam trap is a fraud checking tool that ISPs use to catch spammers.
“Spam Trap” addresses are e-mail addresses that do not belong to any real person or institution, and are created purely for bait purposes. Since they do not have the ability to opt-in, the way they enter your data list is completely against the rules and permissions. Sending to one of these addresses will most likely cause you to be blacklisted.
Since there are 3 different types of “Spam Trap” addresses, you may have sent to these addresses without realizing it unless you do the necessary checks.
1- True “Spam Traps”
“Spam Trap” cannot be opt-in to your list in any way or added via business card, as there is no one to manage addresses. In short, it is not possible to add it to your data list organically. The only reason it’s on your list is because you didn’t collect the data with permission, opt-in. Such addresses are often found on e-mail lists for sale or on lists collected by robots and placed on the Internet.
2- “Spam Trap” Reused
Even if your entire data list consists of allowed members, some addresses may be “Spam Trap”. The main reason for this is that ISPs convert addresses that have not been used for a long time, such as 1 year, to “Spam Trap” addresses. The aim is to encourage email marketing to always be done to an active audience.
3- Invalid Email Adresses
A “Spam Trap” address may occur by accident, with a typo in the address or a deliberate wrong e-mail address given to take advantage of a one-time advantage.
After taking all the right steps on behalf of e-mail marketing, you can work with companies that provide “Whitelisting” service to increase your reach in ISPs against factors beyond your control.
The advantage of working with these companies is to certify you if you comply with certain technical and e-mail marketing criteria, and to enter the inbox of ISPs such as Hotmail and Yahoo at rates close to 100 percent. In short, they vouch for you as a safe shipper as long as you follow the rules.
Generally, e-commerce companies that send high volumes, banks or companies where deliverabilty is important because of the message they want to convey prefer “Whitelisting” services.
You can contact us for more information on e-mail deliverability.