How to improve the deliverability of your email campaigns: sending reputation

In the previous article we talked about how to avoid anti-spa filters.m and pointed out the IP reputation of delivery as a key factor. Today we will talk about some practices to improve that reputation and thus improving the deliverability of emailings.
Many tend to think that the best thing to do with an email marketing campaign is to the size of the mailing listBut this idea is far from reality. While size matters, we can have a huge list of users who do not do our mailings any good. For a user to be useful, they not only have to be part of our list, but also be interested in what we have to tell them. The user who is not interested in the email can react in several waysby ignoring it (at best) or flagging us as SPAM. It is clear that the second option damages the reputation of our shipment and will penalise us in subsequent shipments. But what few people are aware of is that the first optionInactive users also do damage to reputation..


So, while it may initially "hurt" to cut back on mailing lists, it is often best to deletesooner or later to these inactive users to prevent deliverability from being affected. When several mailings have already been sent to a mailing list, we can generate filters in our database that show us the users that have not reacted to any of them and delete them, since they are not contributing any value to the list and they are also penalising deliverability. We do not recommend removing these users too early, as keeping them on the mailing list is generating opportunities, but when it is demonstrated after many attempts to contact them that they ignore our emails. On the other hand, before deleting them, you should consider a revitalisation strategy.
It is also very important, include an unsubscribe link in the emailWe will send you an email to these users who are not interested and who only have a negative effect on our mailings, so that they can unsubscribe from our mailings.
In addition, we can lead to actions to improve the reputation with active users. Let's imagine that we have around 30% of openers in our periodic mailings. If we filter our list by users who have opened at least one of our latest campaigns and we send only to this group, we can imagine that the number of openers will skyrocket. openness and reactivity rates doing a great favour to our reputation and thus to deliverability. This type of action on the most active user groups can be repeated periodically to maintain a good reputation that affects the rest of the submissions.
The segmentation in the lists of e-mail is also vital to always provide relevant content to users and improve the statistics of our mailings. The rule is, in short, to maintain quality statistics in email campaigns that maintain a good reputation. However, optimising rates is a matter of deliverability, and we must never lose sight of the real numbers. It is not a matter of always sending our messages to very small segments and getting 70% open rates, we also have to keep in mind that we need to send mass mailings to generate leads, even if our open rates decrease. The strategy must take into account reach and ROI objectives and, on the other hand, take care of reputation through actions such as those explained above.
In the next article, we will discuss this and other email marketing strategies that are considered "best practices" and should be reconsidered.