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In the process of email marketing, email needs to go through layers of checkpoints before it can enter the contact inbox. One of the key indicators that affect the email arrival rate is the sending rating of marketing email by the major ISP, which can prove whether you are a reliable sender. The higher the delivery rating of the marketing email, the easier it is to enter the recipient's inbox, otherwise it will affect the overall email marketing effect. So what are the key factors that affect email delivery ratings?

E-mail Marketing http://www.easeye.com.cn of Yiye Technology

Complaints

When the customer receives the email, mark the email as spam or move it to the dustbin, which will lead to a "complaint". A high complaint rate will cause the email to be blocked by the recipient and affect the delivery rating. Complaint rate = complaint / email arrival.

How to reduce the complaint rate?

1. Determine the type of message that the user subscribes to.

two。 Send content that may be of interest to users according to their preferences.

3. Accurately grasp the frequency of e-mail, too often or too little may cause users to unsubscribe.

4. Use a double subscription or subscription form to obtain user permission.

5. Simplify the withdrawal process and avoid additional complaints.

Mailbox does not exist

Sending mail to mailboxes that no longer exist, invalid or deleted will not only waste the quota, but also increase the return rate. You can regularly check the recipient's mailbox to filter out spelling errors and invalid mailboxes, or use SMTP error codes to determine whether the mailbox does not exist. Reducing invalid mailboxes can also effectively improve the sending rating.

How to avoid it?

1. Remove the hard returns from the list and check the delivery status of the soft returns regularly.

two。 To confirm the quality of the list, it is recommended to use a double subscription to get permission to send letters to the recipient.

3. Pay attention to the major ISP feedback loops and carefully analyze the SMTP error sending records. From the ISP feedback loops, the sender can know which recipient has complained.

Spam trap

There are two forms of spam traps: honey pot traps and recycling traps. Honey pot trap is a kind of mailbox whose purpose is to catch the spammer, which is a non-existent mailbox, and if it is sent to it, it will seriously affect the delivery rating. A "recycling trap" is a mailbox that was originally valid but is no longer in use. if the mailbox does not take any action for more than a period of time (usually a year or more), the mailbox will be converted into a trap. if an email is sent to the mailbox, it will result in a hard return.

How to avoid spam traps

1. Prohibit the purchase list and obtain licensed users.

two。 Remove mailboxes that have not been contacted or do not exist for a long time.

3. Delete the hard return mailbox regularly and make good use of the exclusion list function.

The amount of mail sent

The number of emails sent is also one of the factors that affect the sending rating. The sending rating network pays special attention to the total number of emails sent by the sender in the past 7 days, frequency, email arrangement, content, etc., so try to follow the usual number of emails. For example, if your IP used to send 1 million emails a month, it suddenly soared to 12 million emails for a period of time. Then it is possible to affect your delivery rating.

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