Deliverability
Ignored emails have a low sending self-esteem
Unloved emails become insecure, and that can lead to poor sending habits. Before they reach rock bottom, they need to work on their sending self-esteem.
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Building strong sending habits takes time and has a surprising impact on your sender reputation and overall deliverability. When emails get ignored, it impacts your engagement rates. Sending more messages can seem like a solution. We’ll talk about why that’s a bad idea in this post.
Email is a wonderful medium for sending and receiving messages, but we don’t give it enough credit. If we treat email as an environment where you can send anything and the user will get it, your messages will wind up being taken for granted, leaving them unclicked and unloved. Unloved emails become insecure, and that insecurity leads to poor sending habits and backlash from ISPs. Before your emails reach rock bottom, you need to build up their Sending Self-Esteem. Watch this three minute therapy session to see what happens when your emails start to feel like junk.
How to be a good email: What did I just watch?
Good question, but we’ll get back to that. While we’re fine to crack jokes about an email who just can’t get any love, the realities behind low engagement and inbox placement are something any sender can experience. The answer to unloved emails isn’t as simple as chugging out more messages. Doing so will only keep your metrics low. Instead, consider looking over your sending practices compared to these common best practices:
Customize your message – If your messages are general or considered to be a bit of a “catch-all” when it comes to content, it’s time to personalize. Take a look at your audience and see what sort of content they like, and then tailor your messaging accordingly.
Focus on your engaged peeps – many users on your list have engaged with your email messages recently by opening, clicking, or replying to them? Sending to a full list without removing unengaged users always leads to low open rates.
Don’t forget the opt-in – Speaking of email lists, how are you going about getting your lists in the first place? Most people know they shouldn’t purchase a list, but not everyone has an opt-in or double opt-in policy for their email list.
These are only a few best practices you can have in place to ensure better engagements. Maybe if our poor email had done so he would have never felt like junk.
Did you enjoy the skit? We try to take complex topics like email deliverability and make them fun. If you’re curious to learn more but don’t feel like reading a textbook, subscribe to our blog so you don’t miss out.
