This weekly roundup highlights bounce code documentation, recipient engagement, ISP spam filtering, and includes tips from Alice Cornell of Change.org on improving email deliverability.
This Week in Email is a weekly digest of email deliverability updates, email marketing news, and tips on email list quality. If you have an article you would like us to consider, send us a tweet @datavalidation.
"An email bounce is when an email isn’t accepted by a business or Internet Service Provider’s mail server for a specific email address and a code is returned that the message has been rejected." Douglas Karr
Once you hit the send button, your email campaign is on its way with each message hoping to land in someone's inbox, and to get opened and clicked. Sadly, not every email will get to its happy place. Each time you send an email campaign you'll inevitably have some emails that result in a bounce. A bounce indicates to the sender that the email did not reach an inbox. There are two types of bounces: a soft bounce (or temporary issue) and a hard bounce, which means the message is a permanent failure. When emails bounce, they receive a code describing the type of bounce and the reason for it. In this article, Douglas Karr provides a list of bounce codes so you can easily review the reasons for your bounced email. Keep this information on hand to quickly track and understand why a message bounces. Read more >>
"We send around 450 million messages per month in 20 countries asking our users to sign and start petitions. But before users can fulfill one of these email asks, the email has to complete a very important, and often overlooked step: they have to be delivered." Alice Cornell
The main goal of every email marketer is for their message to actually be delivered to the inbox. Whether you're just starting an email marketing program, or you're a veteran in the field, deliverability is always on your mind. After working hard to create an email campaign, you should do everything possible to get it into the hands of your subscribers, customers and clients. Alice Cornell, the director of Email Deliverability at Change.org, provides a rundown of best practices to help get your email delivered to recipients inboxes, including infrastructure, data hygiene, engagement, user experience and legal compliance. Read more >>
"For most email service providers, however, there is no one consistent definition of what spam is. In fact, every email inbox creates its own definition of spam on the basis of signals that it receives from its owner. From a marketer’s perspective, it’s very important that there be more positive signals than negative." Paweł Sala
For anyone who sends or receives email, the word spam immediately evokes a negative sentiment. If you're someone who sends email, it also brings feelings of dread and fear - everything related to this word is negative! ISPs look at the actions of an inbox owner, and the way recipients interact with email, to determine which messages should be considered spam. Each action taken within the inbox is a positive or negative signal passed on to the ISP. If a recipient open or clicks, it's positive. If they delete without opening, it's a negative. Paweł Sala, explains main recipient actions or “signals” that can have a positive or negative affect on you as a sender. Read more >>