5 Email Deliverability Myths
Myth #4: Blacklisting can be corrected by changing ISPs or domain names.
Changing domain names or IPs will only compound the problem, not fix it. Blacklists monitor both IPs and domain names, so moving the IP is not going to solve the underlying problem. If messages end up on a blacklist, you should spend time understanding and fixing the problem before removing the blacklist from the database. Besides, it usually takes 24 hours to three or four business days to remove a blacklisting depending on the list and the issue.
Myth #5: If you're a small company, your chance of reaching the inbox is slim.
ISPs see no difference in sending 100,000 emails or one million emails; there is no penalty for a small company based on the size of its distribution list. However, list size can become a problem when there are so many messages sent that the recipients ignore the messages or mark them as spam. But if too few messages are sent, it's difficult to develop a sender reputation or subscribers forget about you. Inboxing is a ratio-based game.
Deliverability can be a complex issue, but that doesn't mean it's impossible to conquer. As a marketer, following a few simple best practices will minimize the confusion significantly: Ensure your IP addresses are scanned daily, perform data hygiene at least twice yearly, and have a proactive contingency plan set in place. If time or resources are in short supply, a third-party solution can help automate the distribution process and reduce deliverability issues. These action items should keep your marketing programs on track.
Jason Warnock is the vice president of market intelligence and deliverability for Portland, or.-based email marketing platform and services provider Yesmail Interactive. Reach him at email@example.com.