Check out tips for overcoming email marketing challenges (such as sending and receiving failures) and measuring deliverability
Email marketing is a fundamental pillar of a successful Digital Marketing strategy. However, there is no point in investing hours of work to produce quality content and send it to a good list if there is always a risk that these emails will not actually be delivered.
RD Station follows all the best practices to deliver your messages, but you can still use some techniques to improve the deliverability rate of your emails.
What has the biggest influence on this process is your behavior and the content of your emails. In today’s post, we’ll present practices you can follow to make sure your Leads receive your messages.
But first, let's briefly understand how sending an email tunisia whatsapp data works.
What happens when sending a marketing email:
1. When email delivery is successful
Let’s say you want to send an email to “[email protected]”. When you finish writing the message and press the send button, your email client (program) makes a request to the server and tells it where it needs to be sent. It’s similar to going to the post office to send a Sedex package.
Based on the recipient's domain (“acompany.com.br”, in this case), our server discovers the final address of the server responsible for the recipient's emails. The email is sent to this server, which checks whether everything is correct. If everything is OK, the message is finally delivered.
2. When there is a failure in sending email marketing
The first failure that can occur is on the sender's server. At this point, you can rest assured. RD Station uses a service to send its emails called Sendgrid, which is also responsible for sending emails to giants like Twitter, Pinterest and Foursquare.
So that you don't have to worry, we work with several technical issues related to the sending infrastructure. These are things like: correct configuration of email servers, handling bounces and complaints, IP and domain reputation, DKIM signatures, and other details.
With this great infrastructure you can be sure that your emails will never experience a failure in the sending phase and will also be better received by other servers.
3. When there is a refusal/failure to receive email marketing
When the message reaches the other end, it can return for a number of reasons. This return is known as a Bounce, and we differentiate them into Soft Bounce and Hard Bounce, depending on the severity of the bounce reason.
Soft Bounce: This means that the email was sent to the server and processed, but for some reason it was returned to us. The most common reasons include: “mailbox full” and “server temporarily unavailable”. When this happens, RD Station automatically tries a few more times. This usually resolves the situation.
Hard Bounce: This means that the email was immediately rejected by the server. When we detect a Hard Bounce, we automatically mark the Lead for that email as unavailable for email delivery so that the problem does not happen again. Common reasons for this type of error are: “mail account does not exist” and “domain does not exist”.
4. When there are anti-spam filters
The last ones responsible for email not being delivered are the filters that combat SPAM. Increasingly sophisticated, they use the most varied technologies. Some even have email accounts that are traps: as soon as someone sends an email to one of these addresses, they are sure that it is SPAM and put the sender on a blacklist.
Filters try to use all the information about the sender to protect their users from unwanted emails. Where it came from, where it's going, what its content is, etc. One of the most important is the reputation of the sending server.