| Here is a simple equation that should help you adhere | | | | bounce it back to the sender. An easy way to |
| to email marketing best practices: | | | | determine if this is happening is to look at the open |
| Send the right message (send only relevant, | | | | report. If you don't see any opens, chances are the |
| professional content). | | | | messages are not being delivered. |
| To the right people (use a clean, segmented list). | | | | Delivery Resolution |
| At the right time (warm-up your IP, send in regular | | | | Resolving issues with ISPs is generally not difficult. |
| intervals, do not over send). | | | | The first thing you should do is to make sure you're |
| If you follow this equation, you are well on your way | | | | following all the best practices that we've outlined |
| as a successful email marketer. | | | | above. |
| How to monitor message delivery and sender | | | | Next, contact the ISP or blacklist causing the |
| reputation | | | | problems. There are different protocols for |
| Check the delivery report | | | | contacting these organizations, but generally it |
| Delivery reports should be closely monitored for | | | | involves either filling out a web form, sending an |
| blocks and deferrals. All deliverability problems should | | | | email, or in some cases calling their abuse/email |
| be handled promptly by first correcting the mailing | | | | department. They then will either lift the block or |
| practice that caused the problem, and then | | | | provide further information on what needs to be |
| contacting the ISP (internet service provider) or | | | | done to resolve the problem. |
| blocking organization to get the block lifted. More | | | | Good Luck! |
| times than not, the contact method is included in the | | | | Knowing the challenges and following Industry best |
| bounce reason. | | | | practices is no guarantee that inbox delivery will be |
| Do an open rate by domain analysis | | | | successful. Email marketers must be diligent when |
| Take time to make sure that addresses in the top | | | | monitoring delivery reports and open reports. List |
| domains within your mailing list are actually opening | | | | maintenance is more critical than ever. Working to |
| your message. For example, if your mailing list is 15% | | | | improve recipient engagement will always pay |
| addresses, but only 3% of your opens are from | | | | dividends. |
| members, you may have messages bouncing or | | | | Above all, remember that the ISPs are always will to |
| going to the bulk folder. Hotmail is notorious for | | | | help legitimate email marketers reach their opted-in |
| filtering messages, meaning that they do not deliver | | | | list members. |
| the message to the recipient, but they do not | | | | |