E-mail deliverability is an important aspect of conducting campaigns. Whether we deal with marketing messages or transaction messages, we always strive to accomplish the goal i.e. reaching the addressee’s e-mail box. Below you will find key issues related to deliverability with respect to the idiosyncrasies of the Polish market.
TRANSFER LIMITS
Providers limit not only daily but hourly transfers. This means that if you address your campaign at numerous recipients, a large part of them will not receive your message or it will be delivered after several if not a dozen or so hours.
WHAT DOES IT MEAN?
The effectiveness of your campaign will drop which leads to losing potential customers who missed your offer or discount voucher.
HOW CAN YOU PREVENT IT?
Make sure that your messages are not subject to the providers’ limits. If you send messages from your own servers, make sure that you have the right number of IP addresses. If you want to solve the problem effectively and smoothly, ask us for certification. You will have a partner who will help you with your business. As a result of contracts with mail providers, our messages are delivered through a separate communication channel which is not limited in any way.
HAVE YOU DEALT WITH SPAM IN THE PAST YEAR?
It is high time to change it and make sure that messages always end up in mail boxes.
Providers put every message under rigorous scrutiny. A small mistake suffices for all your messages to be transferred to the spam folder. This situation is hard to ameliorate single-handedly. So, to be on the safe side, you should never let it happen in the first place.
Remember that every provider pays attention to a number of ratios including the most important factor, the IP reputation.
DO YOU KNOW WHAT IP REPUTATION IS?
In order to increase deliverability, first you need to take care of high reputation. Before your message reaches the recipient, every provider pays attention to:
– absence from black lists
– low hardbounce ratio
– fixed message volume and regular transfers
– the existing OR and CTR ratios
– no spam marking
– correct HTML code
Bear in mind that your database should be regularly viewed, messaging should be regular and the black lists monitored. The mailing base is very important. If you have many non-existent addresses, your bounce ratio grows. Remember to monitor your database and to check if the recipients still want to receive your messages.
Every brand gradually builds up its reputation. Nothing happens overnight!
If you have a good start, you have a good chance of success.
DEDICATED IP ADDRESS
Let’s say that you have done everything possible to take care of your messaging. You follow the rules, regularly review the database and are particular about the artwork but you also make use of shared messaging servers.
DO SHARED IP ADDRESSES POSE RISK?
Even if you are an “ideal” sender, the same server may be used by a company which does not treat good practice seriously. In this scenario, your good practice will sadly be of no help.
Your messages may also be transferred to the spam folder. No matter how much work you have put into good deliverability, one bad message by a company using the same IP may waste your efforts.
If you care for deliverability, send your messages from dedicated IP addresses.
WRAP-UP
Deliverability is a difficult subject which requires your constant attention and lots of work. If you feel that you cannot handle it all, we encourage you to contact us. Our servers enjoy the highest reputation. As a result of our contracts with providers, you do not need to worry about limits or problems with spam. Messaging via dedicated IP addresses guarantees full control and top deliverability.
To sum up, if your business strongly relies on e-mail communication, if you resort to it to inform your customers about new offers or promotions, it is a good idea to make your efforts as effective as possible.
It does not matter that you offer excellent products or services if, for some reason, the information about them does not reach your potential customers.
If you want to enhance your deliverability, to ensure effectiveness and make things less time-consuming, simply contact us.
Following certification, you can stop worrying about your e-mail communication. Problem solving is our responsibility while you grow your business.