How to improve the deliverability of your email campaigns?

Email, one of the most coveted channels to promote your offers and stay in touch with your customers.

But did you know that the average email deliverability rate is 85%, while the optimal rate to ensure an excellent return on investment (ROI) is 95%?

How to achieve this result and ensure the success of your email campaigns?
Today, Capency provides you with 4 expert tips to improve the deliverability rates of your email campaigns.

1. Clean and sort through your contact lists.

The quality of your email addresses can cause your deliverability rates to drop and impact your reputation with email service providers.
Therefore, it is imperative to identify two types of emails:
• Inactive email addresses
• Non-existent email addresses

Once these email addresses are identified, what should be done with them?

THE INACTIVE EMAILS

Why do some email addresses become inactive?

• The customer receives too many emails and no longer opens yours.
• The customer is no longer interested in your offer.
• Your emails end up in the spam folder and are no longer seen by the customer.

Action plan:

1. Launching re-engagement campaigns to try to win back your customers and spark their interest again
2. Permanently removing these emails as they can cause a drop in your open rates and impact your reputation with email service providers

THE NON-EXISTENT EMAILS

There are 2 types:

• Incorrectly spelled email addresses
• Former email addresses of customers

Action plan: 

1. Perform a reactivation service for hard bounces to correct these unusable email addresses that significantly impact your reputation with ISPs and your deliverability rates.

2. Delete the rejected emails or those with an invalid domain name following the hard bounce reactivation service.

2. Anticipate and take action from the moment you collect emails.

In order to ensure the success of your email campaigns, it is essential to verify the validity of your email addresses before adding them to your database. The CAP EMAIL solution allows you to check the accuracy of your emails in real-time, enabling you to launch your initial campaigns and maintain a long-lasting relationship with your customers. The quality codes returned help you sort the entered email addresses and identify invalid or disposable emails in your database, allowing you to set them aside.

3. Preserve the reputation of your IP addresses.

By sending emails to valid addresses, you can preserve the reputation of your IP address and improve your deliverability rates.

4. Segment your database profiles to deliver the right message to them.

To improve your open rates and optimize your deliverability rates, you need to tailor your content based on your consumers’ profiles, behaviors, and preferences. By sending them non-targeted offers, you run the risk of receiving inactive email responses and ending up in spam folders.

The behavioral segmentation solution, FINESIS, enables you to identify the types of profiles you have in your database and determine their expectations (promotion enthusiasts, preferences for specific channels, most sought-after/consumed product types, etc.).

Our clients have followed this advice:

+8.89% deliverability rate on our clients’ email campaigns (across all sectors) following the implementation of email address qualification solutions.

*Study conducted with a panel of CAPENCY clients in 2022.

Source: https://www.codeur.com/blog/livre-blanc-email-marketing-delivrabilite/