Email campaigns give marketers broadest to reach worldwide. It’s estimated that by the end of 2020 over half of the world’s population will have access to email, and 61% of customers prefer being contacted by brands through email.
There is no denying the impact an email outreach and nurture strategy can have on your business – connecting to an audience in a personalized manner while staying on budget. The evidence is conclusive, emails are simply the best bet for business growth.
What causes an email bounce?
The biggest problem that will face your email strategy is getting your email delivered. The percentage of emails that reach the intended destination from each campaign without getting lost in the abyss of spam folders and blacklists is known as email deliverability.
A weighty factor that affects email deliverability is spam.
Low open rates usually manifest in your emails being flagged as spam and potentially getting blocked. With only 1 in 5 emails reaching your prospect’s inbox, the difficulty in marketing your message to cold contacts increases and email deliverability becomes crucial.
Over 400 billion spam messages are sent worldwide, every day. That means valuable and relevant content isn’t making it to their intended recipient’s inbox.
The typical culprits that are factors in emails being flagged as spam are inactive or invalid email addresses in distribution lists, deceptive subject lines, and emails that lack any unsubscribe links.
Other factors that affect email deliverability include hard bounces and soft bounces. Hard bounces are non-existent, permanent invalid or blocked addresses. These are an unavoidable state of affairs as databases naturally decay, as people change jobs, companies, and titles.
Soft bounces are temporarily undeliverable, generally due to a server issue. Here, the chances of emails ultimately getting delivered are still good, provided the address is valid.
With these factors in mind, validating the database prior to any email action is crucial to avoid falling into the blacklist.
Low email deliverability handcuffs your ROI
An ‘email bounce’ refers to an email sent back by the server that did not get delivered to a specific address. Landing emails in recipients’ inboxes isn’t an easy task. There are various and sundry factors affecting email deliverability.
Experienced B2B marketer knows that campaigning without proper precautions can cost their ROI. 77% of ROI comes as a result of segmenting, targeting and triggering campaigns. Improvising on the deliverability of your outbound messages helps your business communications become more cost-effective and efficient.
Running your email campaigns in the absence of validation and verification tools runs the risk of hitting spam traps, bounced emails and other less than desirable side-effects. Using an email lead generation tool to maximize deliverability rates can help you keep a healthy sender reputation.
29% of marketers evaluate email effectiveness by looking into ROI metrics. Tracking metrics over time will help to quickly identify the trends and patterns that can raise early warning signs of potential issues before they get out of hand.
This helps your company mitigate factors affecting your email deliverability and helps your campaign successfully reach more prospects.
Data cleansing can also help to eliminate these problems, especially when working with cold and purchased data. To handle this effectively, you’ll need a tracking tool for constant monitoring.
Prospect Data Governance Solution
Flobile can convert expired, ineffective data into active prospect profiles that deliver value to businesses to make confident decisions.
The AI-driven data scientist-developed system purges old data and verifies entries with up to 99% accuracy to empower sales teams with actionable insights. Flobile data governance solutions scan databases every 90 days to close loopholes and deliver reports on the findings.