An email that bounces is a red flag that’s the end of the road for email marketing campaigns. A bounce indicates that your marketing message isn’t reaching customers, and people aren’t seeing what you want them to see.
Why do emails bounce? How do you ensure that your email reaches the inbox and readers open them? What steps can be taken to prevent or bring down the high incidence of email bounce rates?
According to email validation and verification experts at Byteplant, it’s possible to tweak email marketing metrics to encourage higher open rates and click-through rates. You can stop bouncing and start connecting if you alter the rules of engagement with your target audience.
Before we get down to the nitty-gritty of effective email marketing, let’s understand what email bouncing is all about.
Emails may bounce because the address may be incorrect, the account has become inactive, or the account may no longer exist. A more worrisome reason for email bouncing is that the nature of your message labels the email as spam.
If an email bounces, it means that your message doesn’t land in the reader’s inbox and returns to you through the recipient mail server so that you can diagnose the reason and take remedial action.
If the spam filters of recipient servers block your messages, you could find yourself in a never-ending cycle of non-engagement that ruins your reputation.
Your campaign makes a significant effort to load the right graphics, devise engaging copy, and carefully segments the audience so that the message reaches the right people. All that effort goes to waste if messages bounce back unread.
To the most active segment of your customers, you’ve become invisible. For many people accessing the internet, you cease to exist.
Now that you’ve understood the core issue, let’s review the strategies that professional email marketers deploy to tackle the menace of high email bounce rates.
Here are proven strategies that successful email marketers use to overcome every conceivable hurdle preventing messages from being read by high-value customers. Abide by these simple guidelines and zoom to the zenith of email marketing success.
You could do web scraping; you may purchase bulk mailing lists, or arrange email addresses from third-party sources. Doing this is an open invitation to high bounce rates, abysmal engagement, and poor deliverability.
You may feel it’s cumbersome and bothersome, but the best way to strengthen your marketing campaign is to build mailing lists only after obtaining the customer’s opt-in permission.
Permission-based mailing lists operate on the right side of email marketing best practices. Such listings present a golden opportunity to engage live, active customers that want to do business with you.
Why should you gatecrash the party when all you need to do is seek permission and ask politely? Once you have permission, it’s Open Sesame!
Your imagination could run riot and frame the most attractive discounts, offers, and loyalty reward programs, and such campaigns do succeed in grabbing eyeballs and expanding the subscriber list. But the promotional extravaganza can bring unpleasant surprises.
You may see legions of subscribers willing to make the most of the freebie, but unwilling to subscribe to your mailing list, so they leave fake or dummy email addresses to prevent followup emails from reaching them.
If you want to weed out the undesirables, the readers uninterested in your product, follow these five strategies:
1 . Prominently display an opt-in checkbox in your newsletter sign-up form so that only customers showing interest in your product come to you.
2. Be frank about what you’re sharing and explain how the subscriber stands to benefit by continuing to associate with you.
3. Show the subscriber an exit gate and keep the exit option clean and fast instead of hiding the unsubscribe button in reams of fine print.
4. If you know your audience, offer incentives relevant to the reader and don’t overdo the sales pitch.
5. Ensure that your offer creates value for readers and makes a big difference to their lives; otherwise, your marketing spiel won’t be convincing.
You start feeling the impact of these strategic moves when email listings overflow with genuine customers willing to join your journey of discovery. People showing little interest in your product leave the scene after ignoring your opt-in button, and won’t populate your list.
You may come across the subscriber who accepts the offer but, on second thoughts, decides to unfollow you for some reason. Imagine the situation if such rejections occur on a large scale resulting in mail listings piling up with redundant addresses.
The simplest precaution is to follow up on an opt-in sign-up with a confirmation query. Send a followup email with a message asking the subscriber to click a link to confirm his subscription. Not only do you eliminate the chances of bad bounces, you fill up listings only with active customers willing to deal with you.
It’s all very well to send personal messages through free domains like Google and Yahoo, but if you continue the practice for business mails, you’re taking a significant risk. You fall foul of a stringent protocol called DMARC (Domain-based Message Authentication, Reporting, and Conformance).
DMARC protects recipient email addresses from mail frauds, phishing emails, email scams, and many other cyber threats.
DMARC is more likely to classify your messages as spam if you use free domain send-from addresses like Gmail and Hotmail. Use confirmed business addresses to reduce bounce rates and improve email deliverability.
Recipient mail servers question the origin and authenticity of incoming mails. The best way around this problem is email authentication, which goes a long way in reducing bounce and increasing mail deliverability.
You’re likely to see email listings go stale within three to four months. These dormant accounts, through long periods of non-engagement, provoke spam rejections. The solution is to identify and weed out dormant addresses through regular customer contact.
It’s normal for subscribers to lose interest midway and abandon you for fresh pastures, saddling you with redundant email addresses that push up the bounce rate.
If you send emails to active readers at least two to three times after the initial welcome mail, you build customer loyalty. Flag the mail addresses that do not respond to your messages and remove them from your active list to reduce bounce rate.
Customers love companies that proactively push informative and educational emails touching the areas that concern the customers. The key is to keep emails relevant and intent-fulfilling for readers.
Adding a preference center link to your emails is the right way of encouraging subscribers to change personal particulars, update personal preferences, and opt down from packages instead of opting out of the whole deal.
Internet Service Providers deploy stringent protocols that screen your emails for the slightest hint of spam. You may be ticking off most, if not all, the guidelines we list here but fail to comply with systemic requirements and specifications that target your email as spam.
The challenge you face is to identify the genuine customer and take your message to the customer without compromising your reputation.
Reputed email validation and verification services are third-party entities that preserve the sanctity of your mailing lists, ensuring that your message reaches the right inbox while reducing bounce rates and improving deliverability.
Validation and verification services remove undesirable and undeliverable email addresses before you send any message. Validation weeds out the undesirables at the point of entry through customer contact forms, preventing invalid addresses from clogging mailing lists.
Error-free mail listing is already a reality because artificial intelligence (AI) and machine learning algorithms ensure that the customer data management protocol retains its accuracy, performs consistently, and remains GDPR compliant.
Internet Service Providers negatively view bulk mails from unknown domains that lack any evidence of previous communication. The suspicion takes root because new IP addresses are more likely to lay the foundation for email abuse and spamming.
To preserve its “sending reputation,” the business must be slow and methodical in streaming bulk mails; this process is called “warming up of IP addresses.” In this technique, you ramp up the tempo by sending emails in small batches, slowly familiarizing recipient servers with your problem-free sending history.
At the same time, like the warming up of IP addresses, you should pay much attention to the overall size of your listing, the quality of customer data that you’re continually updating, and the relevance and intensity of subscriber engagement you’re aiming to achieve.
Celebrating a 100 percent reduction in email bounce rates and optimum mail delivery remains the Holy Grail of email marketers, but the issues are very much within our control. The solution that removes the bottlenecks lies in the maintenance and upkeep of your mailing lists.
Once you take responsibility for the creation, regular sanitizing, and quality control of email addresses, you’re in a better position to control bounce rates. A sanitized listing full of validated, verified addresses becomes a gold mine yielding rich dividends.
Within no time, you’d have laid the foundation for a sizzlingly successful email marketing campaign. Check our email outreach software price and Learn more by Viewing this email outreach software demo .
Maria Victoria MacAraig
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