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Mastering the Email Ecosystem Series Part I: Introduction

Series Introduction:

The email address is one of the most important assets of any company, perhaps the most important. It’s how you connect your audience to the digital experience—the transaction, the share, the promotion, the reminder, the birthday or holiday. Email is a powerful revenue engine, but navigating the email ecosystem is not for the unaware. Marketers face an ever-changing and often harsh environment where active threats can infiltrate their data and wreak havoc on campaign performance.

In the Mastering the Email Ecosystem Series, Webbula examines the big picture of email marketing, including the players, tools, common pitfalls, and best practices. Join us over the next few weeks to learn how you can maximize opportunities and drive revenue with improved email methods.

Mastering Email Marketing Series Part I: Navigating the Email Ecosystem

Within the email ecosystem, there are different types of providers that play a role in your email marketing delivery and status: Blacklist agents protect consumers and resources from unsolicited bulk email, phishing scams, malware, and other nefarious email senders. Email address providers supply the free or paid email addresses that we all use and love. Email service providers (ESPs) specialize in platforms for sending email campaigns, while internet service providers (ISPs) offer the backbone IP addresses and connectivity for transmitting the emails.

The most important thing to understand about these four providers is their relationship with one another. They all play a role in your campaign deliverability and performance. One wrong move in your email sending can cause a chain reaction that greatly limits your deliverability or prevents delivery altogether. Anyone of these players could block you from sending an email. Understanding your relationship with these providers can help protect your email campaign.  

Email Delivery Essentials

You are sending emails, but do you really know what happens to your messages that don’t get delivered? If a customer doesn’t receive their shipping or password reset confirmation, you suddenly have a customer service issue. If a prospect misses your email communication, it becomes a missed opportunity that translates to lost revenue. Your brand loses credibility and loses your messaging, but these are minor losses compared to some of the biggest problems you could face—such as hefty lawsuits or having to purchase a new domain.

Sometimes it isn’t easy to know if an email was delivered. Email managers often look at the number of bounces in their dashboard, but a bounce count can be a poor metric for measuring deliverability.

Here are a few things that could be affecting your campaign deliverability:

  • Hitting a Spam Trap or Bots—because they open, click, and receive your campaigns
  • Complainers—even your best responders can report you as spam
  • Do Not Mailers—sending emails on the DNE list
  • Moles—various types exist, but moles are set up to report your campaign statistics to the blacklist
  • Misspellings, Typos, or Duplicates—can hit spam traps or land you on the blacklist

Understanding the complex email ecosystem can improve your campaign deliverability and ultimately your sender reputation. You can learn more about sender reputation by checking in with us next week for Mastering Email Marketing Series Part 2: Why Sender Reputation Matters.

Contact Us or call 888.993.2285 to learn more about improving your campaign ROI with email hygiene, data enhancement, and audience targeting.

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