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The XYZ of improving email deliverability using email API

06 April, 2020 | 3 Min Read

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Unfortunately, there is no magic pill for email deliverability, which leaves many marketers to wonder whether their customer read the email messages or not. If you do what is best for your customers, things tend to go your way. When an email goes unread, the customer didn’t like the message, or the email never reached the customer. And, as a marketer, you are more concerned about the open rate rather than understanding why the message didn’t reach the target audience. For marketers, understanding the reason is critical to take precautionary measures in the future. You need to focus on list validation using email validation API to reach the inbox of the audience.

Here are a few ways to mastering the ingenious art of email deliverability.

1. Cross-validate the complaint status

The number one reason for not reaching the inbox of the customers is extremely high complaint rate. Complaint rate portrays your brand as a spammer, which urges the ISPs to block your emails. All the ISPs has a particular threshold for complaints and once if you exceed it, reaching the inbox will remain an unfulfilled dream. To avoid getting in the blacklist, you need to focus on feedback loops to monitor email abuse. Using feedback loops, you can know which sender is filtering your messages as spam and the reason behind the same. Based on the insights from the feedback loop, you can decide to remove the customer from the marketing list. Additionally, you can decide on how soon you need to use email validation API to ensure your emails land in the inbox.

2. Ask Permission

In real-life good manners say that we need to ask permission when talking to a stranger. The same golden rule applies to email marketing. Ask your readers permission to send messages to avoid hitting the spam folder. However, asking permission only once in customer lifecycle is not enough. Tastes and preferences change over time, so maintaining a healthy relationship with customer ask your readers their newsletter preferences. Furthermore, asking permission is crucial because a plethora of ISPs calculate the email legitimacy based on the engagement rate.

3. Limit the volume of welcome emails

If you have a backlog of new recipient, it’s intriguing to send welcome messages together. But, ISPs are wary of huge email blasts to new addresses and consider the messages as spam. Therefore, it’s always good to maintain the right balance between welcome emails and regular messages.

 4. Audit the source of an inactive list

Once in a while audit the sources of the inactive list to prevent future penetration of inactive addresses in the marketing list. Export any inactive email and focus on doing a count based on the domain to know the exact source. If you find any violation of any validation rule, exclude the email sources from the landing pages and list acquisition.

There is no panacea to ensure email deliverability. The above step will bring you one step closer to your goal of making the customers read your messages. Furthermore, you can improve the deliverability rate by scrubbing the marketing list using email validation API to touch base with customers who want to hear from your brand.

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