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Email Deliverability
The most critical thing for successful Email Marketing is getting your emails into the inbox – ie Email Deliverability.

Below we will compare email deliverability to the deliverability of physical mail (through Royal Mail).

         The basics of email deliverability compared to the Royal Mail:

In the offline world:
1. A business gets the Royal Mail to deliver their communications to a number of recipients
2. The Royal Mail aims to deliver every piece of communication for the business
3. The recipient deals with the piece of communication as follows:
      responds
      stores
      puts in the bin/ignores
      contacts the business in order to be removed from future communications
      registers themselves with the MPS

In the online world:
1. The business gets an email sending system (could just be Outlook) to deliver their communications to a
   number of consumers
2. The communications sent by the sending system are delivered to a number of ISPs (the bit after the @ sign,
   could be hotmail.com, gmail.com, myfunsite.com, etc)
3. Each ISP checks the communication and decides if they want to deliver it to their users, the checks include:
      Looking at the content:
            o How much image is there compared to text?
            o Is it information our users want to receive
      Looking at where the email has come from:
            o Do we trust this sender?
            o Do others trust this sender?
      How have our users previously reacted to communications from this sender?
4. Once the ISP has run all their checks they do one of the following with it:
      Deliver it to the recipient’s inbox
      Deliver it to the recipient’s spam folder
      Bin it and not deliver it

The recipient may interact with their emails via a number of tools. If they use the webservice of their ISP (eg they
log into hotmail), they will see the email as supplied by the ISP. Or they may use other software to interact with
their emails, such as Outlook or Thunderbird. In this case the software will run its own set of checks on the email
and decide what to do with the email – inbox or junk folder.

If the recipient receives the piece of communication they will deal with it as follows:
        Respond
        Store
        Bin
        Click the unsubscribe link in the email to let the business know they don’t want to receive any more emails
        Click the “SPAM” link provided by the ISP to tell the ISP they don’t want to receive any more emails from
         the business (if too many do this, the emails won’t be delivered in that ISP)

The key difference in the online world is that there are many stakeholders you can have a direct impact on if
consumer X receives your communications:
       Your recipients
       Each ISP
       Consumer themselves

© indium online                                                                                               1
01865 980 630
info@indiumonline.co.uk
How we maximise your email delivery for you:
At the core of email delivery are the following 3 things:

    1. Using best of breed technology
    2. Closely managing your data to keep it clean and active
    3. Using best practice in the way we put together the content of your emails

In practice, this means we:

        Suppress hard bounce notifications
        ISPs notice if you keep sending dud data

        Suppress “report as spam” requests from ISPs / treat them as unsubscribe requests
        To avoid annoying the recipient and the ISP

        Suppress inactive data, the “emotionally dormant” – those who aren’t engaging with emails
        To improve reputation with the ISPs

        Monitor performance of all data segments
        So we can deal with any issues before the problem spreads

        Never use 3rd party email data
        This is potential deliverability suicide – hence we avoid this

        Multi-part messages
        Our email are all sent in both html and text parts

        Good text to image balance
        Providing brand restrictions allow

        Good quality email html
        Ensure we trigger fewer spam filters (plus makes emails look better in different systems)

        Email layouts that appeal to consumers
        To reduce the chance of them thinking it’s spam (and increase chance of response)

        Email content / messages that are relevant to the consumer
        To reduce the chance of them thinking it’s spam (and increase the chance of response)

        Check emails against spam tools pre-send
        To double check everything we have already done and ensure nothing slips through

        Obvious unsubscribe links
        To encourage recipients not to report us to the ISP, but report to us

        Not over-emailing
        Too many emails from a business has a negative impact on deliverability

        Consistent From Name
        Build trust and recognition with the recipient

To find out how you can benefit from email marketing visit our website today!




© indium online                                                                                     2
01865 980 630
info@indiumonline.co.uk

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Email Marketing - Email Deliverability Checklist

  • 1. Email Deliverability The most critical thing for successful Email Marketing is getting your emails into the inbox – ie Email Deliverability. Below we will compare email deliverability to the deliverability of physical mail (through Royal Mail). The basics of email deliverability compared to the Royal Mail: In the offline world: 1. A business gets the Royal Mail to deliver their communications to a number of recipients 2. The Royal Mail aims to deliver every piece of communication for the business 3. The recipient deals with the piece of communication as follows: responds stores puts in the bin/ignores contacts the business in order to be removed from future communications registers themselves with the MPS In the online world: 1. The business gets an email sending system (could just be Outlook) to deliver their communications to a number of consumers 2. The communications sent by the sending system are delivered to a number of ISPs (the bit after the @ sign, could be hotmail.com, gmail.com, myfunsite.com, etc) 3. Each ISP checks the communication and decides if they want to deliver it to their users, the checks include: Looking at the content: o How much image is there compared to text? o Is it information our users want to receive Looking at where the email has come from: o Do we trust this sender? o Do others trust this sender? How have our users previously reacted to communications from this sender? 4. Once the ISP has run all their checks they do one of the following with it: Deliver it to the recipient’s inbox Deliver it to the recipient’s spam folder Bin it and not deliver it The recipient may interact with their emails via a number of tools. If they use the webservice of their ISP (eg they log into hotmail), they will see the email as supplied by the ISP. Or they may use other software to interact with their emails, such as Outlook or Thunderbird. In this case the software will run its own set of checks on the email and decide what to do with the email – inbox or junk folder. If the recipient receives the piece of communication they will deal with it as follows: Respond Store Bin Click the unsubscribe link in the email to let the business know they don’t want to receive any more emails Click the “SPAM” link provided by the ISP to tell the ISP they don’t want to receive any more emails from the business (if too many do this, the emails won’t be delivered in that ISP) The key difference in the online world is that there are many stakeholders you can have a direct impact on if consumer X receives your communications: Your recipients Each ISP Consumer themselves © indium online 1 01865 980 630 info@indiumonline.co.uk
  • 2. How we maximise your email delivery for you: At the core of email delivery are the following 3 things: 1. Using best of breed technology 2. Closely managing your data to keep it clean and active 3. Using best practice in the way we put together the content of your emails In practice, this means we: Suppress hard bounce notifications ISPs notice if you keep sending dud data Suppress “report as spam” requests from ISPs / treat them as unsubscribe requests To avoid annoying the recipient and the ISP Suppress inactive data, the “emotionally dormant” – those who aren’t engaging with emails To improve reputation with the ISPs Monitor performance of all data segments So we can deal with any issues before the problem spreads Never use 3rd party email data This is potential deliverability suicide – hence we avoid this Multi-part messages Our email are all sent in both html and text parts Good text to image balance Providing brand restrictions allow Good quality email html Ensure we trigger fewer spam filters (plus makes emails look better in different systems) Email layouts that appeal to consumers To reduce the chance of them thinking it’s spam (and increase chance of response) Email content / messages that are relevant to the consumer To reduce the chance of them thinking it’s spam (and increase the chance of response) Check emails against spam tools pre-send To double check everything we have already done and ensure nothing slips through Obvious unsubscribe links To encourage recipients not to report us to the ISP, but report to us Not over-emailing Too many emails from a business has a negative impact on deliverability Consistent From Name Build trust and recognition with the recipient To find out how you can benefit from email marketing visit our website today! © indium online 2 01865 980 630 info@indiumonline.co.uk