What you say can affect your deliverability and your reputation
Do you know what recipients are saying about your emails? Are you able to gauge their satisfaction effectively?
Paying attention to comments submitted to your organization as reply-to messages and via feedback boxes can help prevent a disgruntled recipient from spreading negative feedback about your organization. Not monitoring feedback could cause you to miss an opportunity to make a change that other recipients would benefit from. Maintaining a positive reputation is essential to keeping delivery rates high. Here are suggestions for maintaining subscriber satisfaction:
Respond Promptly to All Inquiries
Create a reply-to email address regularly monitored by an assigned person in your organization. All inquiries should be handled in a timely manner. There is nothing worse than replying to an email asking a question or offering a suggestion, and then not receiving a timely response.
Add A Suggestion Box
A suggestion box in your email newsletter is a great way to invite comments from your subscribers. This creates an outlet for people to react to stories or articles, or simply allows people to address issues of concern.
Review Your Activity Reports & Read Between The Lines
Monitor your Mailing Activity reports on a regular basis. You may have a pool of subscribers that do not take the time to express their dissatisfaction through available feedback loops. Instead, individuals may choose to simply block emails from getting into their email box, mark you as spam, or not open your emails at all.
Make a habit of reviewing reports to study your subscriber interaction and reaction to your email campaigns, and be vigilant by promptly addressing your soft bounces and blocked emails.
As a value-added service for being an Informz customer, you have a dedicated full-time ISP-relations director to address all blocked emails. You should review the email addresses and look for any domains that are being totally blocked. This could be a sign that an entire corporate ISP blocked your email.
Highlight the Unsubscribe Link
Finally, ensure that your unsubscribe link is easily noticeable so that members wanting to remove themselves from receiving additional emails will utilize the unsubscribe link instead of blocking your emails or marking you as spam. Getting blocked or marked as spam by one recipient can affect the deliverability of future emails to other members in the same organization or ISP.
The unsubscribe link should offer a comment box (see example below) where the person is encouraged to give a reason for unsubscribing.
By offering channels of communication such as comment boxes, a reliable reply-to email address and an unsubscribe link, you can prevent a person from marking you as spam or blocking your emails, thus risking a blacklisted status with that ISP. This will ultimately improve subscriber retention and avoid deliverability problems.
|
