这是寒冷的真理:每天忽视清洁你的电子邮件营销计划数据是您可以在您的电子邮件发件人声名中进行的一天损坏。
We said it was cold!
您的电子邮件发件人声誉取决于您的最佳实践。您是否只在同意收到您的电子邮件时才会通过电子邮件发送给人们?您是否删除了不良数据,例如弹跳的地址?您是否在落日的地址,在合理的时期内没有任何参与?
电子邮件and data are inextricably linked, and if you're going to start 2021 on the right foot, your email marketing data needs to be pristine. Why? Because competition for attention in the inbox is greater than ever, email volume is at record highs, and you can't afford to be subject to the consequences of a poor sender reputation. After all, you don't want to end up on a blocklist and have zero email reach your recipients...
And so, here are the two major things you need to take care of before we escape the winter doldrums—because if you don't, you'll be racing to catch up with your competitors.
1.转储您的坏地址
Are you noticing lots of rejected email? Those are bounces. They can be hard bounces (permanent, no mail is getting through) or soft bounces (try again if you're feeling lucky, punk!).
由于可能无法控制的原因而发生反弹。
为了了解邮件击落的原因,您可以通过电子邮件服务提供商(ESP)数据来查看报告给您的错误代码,或者您可以使用Google Postmaster工具。但如果您的大量电子邮件正在弹跳,您可能有数据问题。
运行您的地址通过验证工具列表(e.g.,Briteverify.)识别糟糕的地址。它不会阻止每种类型的电子邮件都反弹,但它是开始修复和保护您的电子邮件发件人声誉的好地方。
2.日落您的低活动订阅者
You have consent to mail. Good. But when did you get said consent? Are those recipients still opening your mail?
作为一个好的发件人的旅程并没有在同意给用户发送电子邮件时停止。在您的电子邮件可交付性指标上保持活跃的眼睛是良好声誉的关键。通过您的列表浏览并确定哪些地址在给定的时间内没有与您的电子邮件一起参与。您使用的时间框架应该取决于您的业务目标,但假设有人在六个月内没有打开过您的电子邮件。现在是时候进行重新参与活动了,您发送了一封专门要求他们重新确认他们同意或从列表中删除它们的电子邮件。
如果您继续发送到您的电子邮件上没有行动的收件人,或者更糟糕的是,complainabout your email, mailbox providers (MBPs) will notice and take action. Moreover, if you keep emailing, those addresses will turn into spam traps and send clear negative signals to MBPs. It's a game you don't want to play.
* * *
删除电子邮件地址可能是可怕的。他们经常难以赢,他们显然是您的客户和前景的直接线条。但在这种情况下,风险不值得奖励。即使是持续邮寄未收割的地址的少数因素也可以慢慢筹码您的可交付能力,并将您放入一个糟糕的地方(PSST:BlockList)。
尽可能地开始新鲜,享受劳动力的成果:更多的订阅者,较少的负面(非)互动,以及您可以控制您的电子邮件命运的和平。