Understand Your Sender Score
Email marketing has a lot of moving pieces. Hubspot estimates that the average email list experiences approximately 25% turnover each year, due to people abandoning email accounts or changing jobs. Few social media networks have average turnover that can compete with email. Despite this factor, 83% of the time an email fails to reach a recipient's inbox, it is due to a poor sender score. Find out why learning your sender score is crucial, and what you can due to maintain a good rating.
What is Sender Score?
Sender score is a neutral ranking of the reputation of email addresses. The program was designed and implemented to help consumers combat spam. A number of factors are used to calculate sender score, including the number of invalid email accounts you attempt contact with and the rate at which recipients mark your emails as spam. Relevant content matters not only to your bottom line when it comes to email marketing. Sending bad or spammy content can also hurt your sender score.
Learning your sender score is critical to determine how your company is doing at providing emails that matter to your contacts. Another factor that can cause a drop in your sender score is inconsistent email marketing. You don't need to worry about developing a precise schedule for communications, but you probably can't afford to just quit marketing automation for a month and then resume again.
How Do I Learn my Sender Score?
Learning your sender score can provide real insight into the health of your marketing automation. If you have a poor score, your emails might not even have a chance to be read because they're destined straight for the spam folder. Learning your sender score is free and just requires registration with ReturnPath. Scores are calculated on a scale of 0-100, with the higher scores being optimal. Scores in the 90s are an excellent goal for most small businesses. If your score is below 80, learning your sender score is just the beginning of getting your email marketing back on track.
What Can I Do?
There are several ways that companies can achieve and maintain a high sender score. After learning your sender score, adopting these tasks is crucial.
1. Make Opt-Outs as Simple as Possible
Streamline your process for opting-out of future emailed communications. While each opt-out can feel like a personal affront, remember it hurts a lot less than being flagged as a spammer. If you ease the process, users are more likely to remove their emails the right way. Remember that honoring opt-out requests isn't just a nice gesture, it's required by law.
2. Remove Invalid Emails
After emailing each email list segment, you need to require email accounts that generated a hard bounce. Sometimes you will receive a soft bounce, which occurs when an email inbox is too full or the server is busy. Soft bounces are actually a state of limbo, and if an email isn't successfully sent after 72 hours, it becomes a hard bounce. Removing invalid emails will make learning your sender score a much more pleasant experience.
3. Warm Your Sender Score
If you are just starting to include emails as part of your company's inbound marketing strategy, consider warming your sender score before reaching out to new leads. Send emails to your most loyal customers and clients, who are almost guaranteed to open and read your comment. Establishing a strong record of few spam reports and bad email addresses will give you a strong sender score from the start.
If you are worried about learning your sender score, remember that companies who commit to sending really great content and avoid over-emailing rarely have problems with their sender score. Working hard to deliver content that counts to your contacts is a best practice for any business.
Image Credit: freedigitalphotos.net/Stuart Miles