The questions marketers ask about deliverability often relate to their specific line of business; e-commerce retailers are going to have different priorities than affiliate marketers<\/a>. Having said that, one of the most frequently asked questions relates to inbox placement<\/b> and how to increase deliverability rates with specific ISPs (Internet Service Providers).<\/p>\n\n\n\n Yahoo and Gmail are often the ISPs of greatest concern. Both of these ISPs pay significant attention to user feedback<\/strong> from recipients. Users move messages between the inbox and junk folders and report email as spam which significantly affects the reputation of a sender.<\/p>\n\n\n\n So deliverability also has a non-technical side \u2013 ensure that your emails are relevant and of value. The right message delivered to the right person at the right time is an email that a subscriber wants in their inbox<\/strong>.<\/p>\n\n\n\n It\u2019s quite easy to find advanced email marketing technology<\/a> these days, but it\u2019s not as easy to find the same level of support. A customer\u2019s deliverability success begins with personal and proactive support from their ESP and that\u2019s the foundation for a long term relationship.<\/p>\n\n\n\n Deliverability support<\/b> You shouldn\u2019t hold back with your deliverability questions, for instance, ask them:<\/p>\n\n\n\n No matter if you have a self-service or full-service ESP, Email marketing software support<\/a> is an important consideration to take into account when it comes to potential deliverability problems.<\/p>\n\n\n\n Once you\u2019re sure that you\u2019ll have the appropriate level of support; Then it is wise to look into the deliverability reporting capabilities of the ESP, and not just at the bounce and open ratios.<\/p>\n\n\n\n Some ESPs can group domain families<\/strong> and break down the deliverability performance per specific IP addresses. For example, see the Outlook domains below. Or Yahoo, which owns yahoo.com, ymail.com, rocketmail.com.<\/p>\n\n\n\n Grouping these domains allows you to see how a specific IP address performs with each ISP. It also allows the ESP to do something called IP-routing<\/em> if you are using a shared IP pool, or using multiple IPs.<\/p>\n\n\n\n The ESP can route traffic share to an ISP across the best-performing IP addresses.<\/p>\n\n\n\n Aggregation of domains into a domain family can give a more holistic view without going into the details of each domain separately and this helps with segmentation and analysing deliverability performance.<\/p>\n\n\n\n In the image above you can find an example of a domain family deliverability report. (click for full-size<\/a>)<\/p>\n\n\n\n Avoiding email deliverability problems is always a better strategy than trying to fix them later. You want to proactively mitigate them before they occur. An email marketer can expect an ESP to ask them important vetting questions<\/a> and interview them to find out exactly how long their subscribers have been on their lists, how they were collected and how frequently they had been receiving communications.<\/p>\n\n\n\n In addition to this, it\u2019s also very important to ensure that any email address that generated hard bounces or had complaints submitted had been removed prior to sending.<\/p>\n\n\n\n You need to ensure that you have a sound subscription process on the customer\u2019s website. Furthermore, it should be very clear what type of content a subscriber might expect once they\u2019ve signed up. Ideally, you should give the subscriber choices as to what type of content they\u2019d like to receive.<\/p>\n\n\n\n If you haven\u2019t been sending to your list for a long time or obtained it through 3rd parties, then this could have a significant impact on your IP reputation. In such cases, it would be wise to consider running a re-permission campaign that will verify which email addresses are in fact valid and active.<\/p>\n\n\n\n Email marketing is a long-term proposition, you might lose some subscribers with a re-permission campaign, but avoiding deliverability problems in the long term will make this more than worthwhile.<\/p>\n\n\n\n![\"report](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/report-spam.jpg\")
Better not have them report spam! Other user feedback is also used as a filter.<\/i><\/figcaption><\/figure><\/div>\n\n\n\n<\/span>Deliverability questions you should<\/em> ask an ESP before signing up<\/span><\/h2>\n\n\n\n
Most of the official support can be found in your Service Level Agreement<\/a>, but a lot of it will also be based on your own intuition and the discussions you had with your prospective email marketing company.<\/p>\n\n\n\n<\/span>Deliverability reporting capabilities<\/span><\/h2>\n\n\n\n
![\"outlook-domain-family\"](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/outlook-domain-family.png\")
<\/figure><\/div>\n\n\n\n![\"Domain](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/domain-family-deliverability-report.jpg\")
<\/a><\/span>A proactive approach to avoiding deliverability problems<\/span><\/h2>\n\n\n\n
![\"es_devielrability_2\"](\"https:\/\/www.emailvendorselection.com\/wp-content\/uploads\/es_devielrability_2.png\")
<\/figure><\/div>\n\n\n\n<\/span>Deliverability and your first campaign<\/span><\/h2>\n\n\n\n
<\/span>Is re-permission needed?<\/span><\/h2>\n\n\n\n
<\/span>Be patient and you\u2019ll be rewarded in the future<\/span><\/h2>\n\n\n\n