Stephanie Miller's Engagement Matters: Why Good Email Gets Blocked as Bad
3. A clean file. Keep a clean list by doing the following:
- Be sure everyone on your email marketing file really wants to be there. Offer choices and make it easy to unsubscribe and change preferences.
- Try to win back fatigued subscribers who are ignoring you early in the relationship. If you see a customer hasn't opened or clicked in the past 90 days, you may have an opportunity to re-engage.
- If someone hasn't opened or clicked in 12 months, take them off your file.
- Only accept subscribers from legitimate sources — e.g., your own website, partners you vet carefully and publishers with high sender reputations. It may be nice to have a large file, but it’s always better to have a file that's more responsive and engaged.
4. Good reporting. You can’t manage or optimize what you don’t know. Track complaint data by signing up for all ISP feedback loops, and quickly remove those subscribers who complain. (Detailed instructions can be found here.) Be sure you actually know your inbox deliverability rate, by campaign and message type. This is not your bounce rate (typically 1 percent to 5 percent), but the actual number of messages that reach the inbox. You must seed your campaigns to get this data. If your email broadcast system or vendor isn't reporting this to you, ask them for it.
What are you doing to better manage inbox placement as part of your response metrics? Let me know what you think by sharing any ideas or comments below.