Email has become one of the most effective communication tools for businesses and consumers. The quantity of emails exchanged daily is increasing at an alarming rate. According to Radicati Group data, individuals and organizations sent over 293 billion emails daily in 2019. This figure is expected to rise to 347 billion by 2023.
Despite these great figures, the percentage of emails sent to recipients is declining yearly. For this reason, many company owners are taking precautions to prevent their emails from being labeled as spam or junk by their customers.
In this blog, we'll analyze the most pressing problems encountered by email campaign managers and suggest seven solutions to boost email deliverability. Read below to find out more!
What is Email Deliverability?
Increasing your email's deliverability means more of your messages will get to their target inboxes. This may appear easy at first. However, the reality is that many elements might affect whether or not your emails will be effectively sent.
It's essential to understand that email deliverability is about more than simply getting your email delivered. The primary objective of email deliverability is to get messages delivered to recipients' inboxes. This implies that your messages won't be flagged as spam and will instead reach the inboxes of the people you're sending them to.
It's vital to remember that a message's delivery doesn't guarantee a prominent status in the recipient's inbox. The claim that your email has a 99% deliverability rate in the most recent assessment report may seem impressive at first glance. However, it doesn't tell you where your emails are landing. Therefore, achieving high delivery rates via inbox placement requires knowing where an email goes and why.
Understanding the Role of B2B Data Quality for Email Deliverability
Good email deliverability requires an understanding of the quality of B2B data to use it effectively when composing emails. The quality of B2B data you use to customize your email messages to specific audiences is measured by three metrics: accuracy, completeness, and relevance. There are a variety of issues that might arise from poor B2B data quality:
Sending Emails to Incorrect or Outdated Email Addresses
Incorrect or out-of-date email addresses might cause your messages to bounce or be sent to the wrong recipient, which can have a negative impact on your sender's reputation and the rate at which your emails are delivered.
When an email is "bounced," the email was not successfully delivered to the intended recipient. There are two sorts of email bounces: hard bounces and soft bounces.
If an email is returned to the sender with a hard bounce, the recipient's email address is either no longer valid or has been permanently deleted. An incorrectly written email address, a discontinued email server, or a dormant email account are all possible causes of hard bounces.
A soft bounce is less severe than a hard bounce and happens when an email cannot be sent for a short period. This can occur for several reasons, including the recipient's inbox being full, the email server being unavailable, or the email being too large to be delivered.
Sending Irrelevant or Inappropriate Emails
Sending irrelevant or inappropriate emails is a common problem faced by businesses with poor B2B data quality. If your B2B data is incorrect or lacking, you may send emails to recipients who are not interested in your product or service or are not the appropriate decision-makers or influencers within the target organization.
Because of this, not only will you have a poor open and clickthrough rate, but you may also receive many complaints from your subscribers. If this happens, recipients may not get your next emails or be flagged as spam by their email service. Pay attention to the quality of your B2B data and segment your email list so that you may send relevant and appropriate emails to the intended recipients.
Missing Out on Potential Customers
If your B2B data is out of current or incomplete, you may miss out on potential clients interested in your product or service. This may occur if crucial elements, such as contact information, demographic facts, or purchasing patterns, are lacking from your B2B data. Therefore, you risk losing out on prospective consumers and revenue.
Not updating your B2B data can also lead to wasted effort and low returns by directing your marketing efforts at the wrong businesses or contacts. Improving the quality of your B2B data can help you connect with your target market and close more deals.
Achieving strong email deliverability and implementing effective B2B marketing strategies generally depend on the quality of the B2B data used in these campaigns. The following considerations are essential for ensuring the quality of B2B data:
Accuracy
Accurate and up-to-date information on your intended audience is essential for successful B2B data collection and analysis. By having accurate data, you can ensure that your emails reach the right people, increasing the chances of your emails being opened and read.
Completeness
If you're doing B2B, you need to be sure you have all the data about your intended customers. This includes contact details, demographic information, and buying behavior. An increase in open and clickthrough rates can be expected as a direct result of using more complete data in the campaign design phase.
Relevance
Your B2B data should be relevant to your target audience, with information about the people or companies most likely interested in your product or service. With the appropriate information, you can target the right individuals at the right time with your marketing initiatives, increasing your chances of making a sale.
Increasing email deliverability and maximizing the efficacy of your email marketing campaigns are both possible outcomes of maintaining high standards of B2B data quality. Furthermore, high-quality B2B data will aid in determining the appropriate target market and developing more efficient marketing tactics, both of which will increase the return on investment.
Identifying High-Quality B2B Data
To improve email deliverability and execute successful B2B marketing strategies, it is essential to identify high-quality B2B data. Accurate, comprehensive, and pertinent B2B data is what you need to reach your audience. Here are a few ways to ensure promising B2B data:
· Verify and validate your data to ensure accuracy and currency. This can entail verifying email, phone, and other contact information.
· Maintain accurate and relevant B2B data by updating it regularly. Remove duplicate or invalid entries and update decision-maker and influencer contact information.
· To reach the right people with the correct message, segment your data. Data can be segmented by industry, job title, firm size, and other relevant variables.
· Invest in B2B data quality software to automatically verify and validate your data, identify duplicates, and keep it up-to-date.
· Use multiple sources to ensure high-quality B2B data. You can purchase data from a reputable vendor, gather data from your website or social media channels, and use data from public sources like LinkedIn.
Email deliverability and overall marketing performance can be improved by identifying and sourcing high-quality B2B data. You may find new clients and reach out to them with relevant, personalized messages using high-quality B2B data, which will ultimately increase your return on investment.
Tips to Increase B2B Email Deliverability
A successful email marketing campaign relies heavily on the deliverability of the emails sent. The whole point of sending an email is for it to arrive in the inbox of the person you're writing to. Use the following tips to ensure a good percentage of email deliverability.
Clean up Your Email Lists
One of the best ways to ensure a healthy email list and boost deliverability is to remove inactive or disengaged subscribers. Credibility and email deliverability are both negatively impacted by an inactive or disinterested email list. Your open rate will drop, signaling to email service providers that your content is no longer interesting to the people who have signed up to receive it.
To avoid this, ensure that only the people who read and respond to your emails remain on your mailing list by frequently removing inactive addresses. To facilitate this, simply make it simple for people on your email list to avoid receiving further messages from you or send re-engagement efforts to your list's inactive members.
Acquire Permission to Send Emails
One of the most important parts of email marketing is getting people's consent to email them. Email permissions are of two types, i.e. implied and express permission.
Implied permission is when you have a relationship with a customer, prospect, or donor. Express permission is given when someone actively offers you their email address or subscribes to your newsletter.
A permission-based email has many benefits, including lesser spam reports, higher delivery rates, and fewer customer complaints. In addition to providing the receivers with the information they are interested in, you can use this method to develop a good connection with them.
Ensure your email sign-up forms are clear and document the recipient's consent to receive your communications. The recipient clicks a link in a confirmation email to confirm their subscription in a double opt-in process.
Personalize Your Emails
You can boost open and clickthrough rates by sending out more personalized emails. If you take the time to personalize your email messages for each recipient, you can increase the likelihood that they will not be marked as spam.
Having accurate B2B data is essential for sending personalized messages. With reliable, complete, and relevant data about your target audience, you may segment them by location, interests, and demographics. This will allow you to send customized emails to specific groups of recipients.
Including the recipient's name in the email subject line is one of the best methods to personalize it. This can make the receiver feel like the email is addressed to them, boosting the chances of it being opened. Personalizing emails with location and interests is another great idea.
Mention Your Organization Clearly
Including a clear reference to your organization in your emails is a great way to reduce the likelihood that they will be marked as spam. Anyone receiving an email from you or your company should be able to tell that it was sent by you.
Include your company's physical address and a link to your website in every email you send to help establish your brand and make it easy for recipients to get in touch with you. This will help the recipient identify your organization and provide them with a way to visit your website.
Branding the email with your company's logo and colors is another thing to consider. This will make your email more visually appealing and also assist the recipient in recognizing your brand.
Do a Pre-Launch Email Testing
An email test is a crucial step that should not be skipped before sending a mass email. Emails can still be flagged as spam even if they appear authentic. Checking and previewing your emails before sending them can help you identify issues that prevent your emails from being sent or read.
When testing your emails, look for misspelled words and typos. Because of these errors, your message may appear to be a phishing email, triggering a spam filter. Check for broken links as well, as these can trigger spam filters.
In addition, you must inspect the attached pictures in your email. You need to check that the images load and look as you expect them to before sending the email, as this can affect how it appears and even whether or not it gets delivered. It's also a good idea to test your emails on various email clients and devices to guarantee proper display and that all links and images load properly.
Conclusion
To ensure your emails get to the inbox of your intended recipient, you should pay attention to the aspects of email deliverability by acquiring high-quality B2B data and following the best practices for writing and sending emails.
Nymblr is a popular tool that can assist you in obtaining high-quality B2B data with real-time verification. This tool can improve email deliverability by providing accurate, relevant data about your target audience and enhancing your email marketing campaigns.
