The reputation of a bulk e-mail sender matters more and more if you want the e-mails you send to be delivered well. Not just delivered, but ideally delivered into the primary folder where the recipient will actually find the e-mail. "Successfully" delivering an e-mail into the junk mail folder will not bring you much benefit.
So how do you keep your reputation as good as possible?
- Send regularly.
- Avoid too large swings in the number of e-mails sent within a week and a month.
- Only send e-mails to people who want e-mails from you.
- Do not hide the unsubscribe link.
- Prevent recipients from marking your e-mail as SPAM. That most often happens because you send too many e-mails, send e-mails that bring no value, or send e-mails to people who do not want them.
- Send e-mails to people who open and click them often. To people who are active with regard to the communication you send them. Avoid sending e-mails to people who have been "ignoring" your e-mails for a long time. The e-mails are delivered, but stay unopened, without a click, without a reply.
Why is it better to remove some contacts from a campaign?
The fewer e-mails you send to addresses that do not work or to people who do not read and click your e-mails, the better your reputation will be. The better your reputation, the more e-mails will end up where they should.
To make segmenting by open rate easier for you, we prepared a tool that shows you very quickly which segments your contacts fall into. That way you can easily remove contacts from a campaign that do not read your e-mails and that there is no point sending to.
It does not mean you should delete them completely, but what you definitely should do is reduce the frequency of communication with inactive contacts. In some cases, though, removing certain contacts would do your reputation a lot of good.
How does the segmentation work?
We created segments, which you will find below together with the rules by which we place individual contacts into them.
Segments
- Fans
- Active
- Inactive
- Dormant
- Zombies
- Ghosts
- Undetermined
Fans The average open rate is in the range of 80 % to 100 %
Active The average open rate is in the range of 50 % to 79.9 %
Inactive The average open rate is in the range of 20 % to 49.9 %
Dormant The average open rate is in the range of 5 % to 19.9 %
Zombies The average open rate is in the range of 0.1 % to 4.9 %
Ghosts The average open rate is 0 %
Undetermined All contacts that have not been sent at least 6 campaigns.
Updated únor 7, 2024