As we enter 2024, one aspect of email marketing is constantly on our minds: email deliverability.
Email service providers are continuously refining their filtering algorithms to combat spam and provide users with a better experience. In 2024, these algorithms will become even more sophisticated, using advanced AI and machine learning to assess email content, sender reputation, and user engagement patterns.
This means maintaining high-quality content and a strong sender reputation to navigate these stricter filters will be more important than ever and crucial for making it to the inbox.
Maintaining a strong sender reputation really comes down to list hygiene.
Email list hygiene refers to the practice of regularly cleaning and maintaining an email list to ensure its effectiveness and efficiency. This process involves several key steps:
- Remove Inactive Subscribers: Identify and remove subscribers who haven’t engaged with your emails over a certain period. This improves the overall engagement rate and ensures your content is reaching interested parties.
- Correct Errors: Update or remove email addresses that bounce or are incorrect. This could be due to typos in the email address, domain name changes, or closures of email accounts.
- Segment: Categorize subscribers based on their interests, behavior, or demographics to send more targeted, personalized, and relevant content. This increases the likelihood of engagement, which is a key metric used when evaluating deliverability.
- Update Information: Encourage subscribers to update their preferences and personal information. This ensures that you are sending relevant content and also helps with better segmentation.
- Avoid Spam Traps: Identify and remove spam traps (email addresses used by internet service providers to identify spammers) from your list to avoid being marked as spam and potentially harming your sender reputation.
- Comply with Regulations: Ensuring that your email list is compliant with rules and regulations such as GDPR, CAN-SPAM Act, etc. This involves obtaining proper consent for email communications and providing easy options to unsubscribe.
Your email list hygiene directly impacts how effective your email marketing efforts are. Following the steps above will lead to a clean list, improved deliverability rates, and enhanced engagement, which in turn will result in a solid sender reputation.
The original content was posted at https://blog.kickbox.com/new-year-new-strategies-resolutions-for-email-in-2024/?utm_medium=email&utm_source=rasa_io&utm_campaign=newsletter by Jonathan Herrick CEO Benchmark Email
