After the recent Mandrill announcement, I was confused as many of you were.
When I read their blog post which describes moving from the "utility" or "dumb pipe" path, and embracing the "personalized transactional" path, I wasn't really sure what this meant. This may mean they are discontinuing the ability to give them email for delivery via SMTP after the migration. (But it's not yet possible to tell until I can merge a Mandrill and MailChimp account and try.)
Ahhh, the challenge of managing multiple senders.
You’ve heard the expression – "one bad apple can spoil the whole bunch." It's not just an old-timey expression – it’s actually true.
But why should you care? These days we don’t worry about long-term storage of our apples. Instead, we find fresh apples every time we go to the grocer. The same kind of "Bad Apple" problem can happen in email delivery. One client sending bad email can ruin the reputation of your entire mail flow and cause email for other clients to be blocked or directed to the Spam folder.
But it doesn’t have to be that way. Here are 6 ways ESP's protect their 'good apples' just like a good produce manager.
Will the real complaint rate please stand up?
The spam complaint rate is one of the most important statistics in email delivery. Unfortunately, it’s also one of the most misunderstood.
It can happen if your software is measuring your complaint rate differently than the ISPs.
You see a low complaint rate reported in your email software and think “Great, people love my email. Almost no complaints!” Usually people are struggling with an Inbox delivery problem and think “it can't be because of my complaints; the complaint rate is low.” The shocking thing is that your complaint rate is low because of the poor inbox delivery: your subscribers are not getting your email so they can't complain.
Spam complaints happen, now what?
There you are: You’ve segmented your subscriber list.You’ve written your content, designed your template and sent test emails to your team. You start sending emails to your subscribers and then what? Spam complaints happen!
Even with a permission-based list, spam complaints can happen to good senders! The ISPs know that some subscribers will complain, so they look at your spam complaint percentage, and a high rate will cause delivery problems. For example, 0.1% is a level of complaints that great senders doing everything right often see. But a complaint rate of 0.5% is too high.
We've put together a list of the top reasons you might have a high spam complaint rate. Keep reading to see which mistakes you could be making and strategies to fix them.
Who do you call?
People think improving their deliverability is like fighting crime in Gotham City. Where they pick up the "Bat Phone" and Batman swoops in to fight the injustices of the world. Or there is a single Internet Service Provider (ISP) hotline, where we call and say, "our client is one of the Good Guys – let their email through!" BAM! POW!
How do you take your coffee?
As I’m standing in line at global giant, Starbucks, I realize we’ve come a long way from a simple ‘black’ or ‘with-cream-and-sugar, please’. And I wouldn’t be surprised if you said one (or several) specialty choices, like: tall or venti, iced or hot, soy milk or nonfat, flavored, an extra shot of espresso with whipped cream or without.
Is it vital to revenue? Operations?
Email communication has become an integral part of how businesses communicate. It is vital in today's world. Businesses have worked hard on compiling a reliable and opt-in list of dedicated followers and clients. Online marketing campaigns can increase a company's bottom line, can be used as leverage to be referred to new clients, and can be the ticket to a new account for any business. Messages transmitted on computer appear in a reader's inbox in a matter of seconds . . . Or Do They?
Understanding the Who, What, and How of Email Delivery:
Explaining the drivers of email deliverability can be a challenge, and there are still a number of myths about email deliverability floating around.
I recently created a new, simpler, and clearer way to explain deliverability. And this approach seems to crystallize understanding with some people. Let's give it a try:
How does it work? Should I use it?
There have been some big changes at gmail.com, yahoo.com, and aol.com recently regarding their DMARC policies, and this has had an effect on some email marketers. Interest in DMARC has also been growing. You may have been wondering, other than a five letter acronym, "what is this DMARC thing?"