Your firm’s reputation on the internet is not just about how well you rank in search engines. It is about how well your emails are received by your audience. What would a 5 or 15% increase in deliverability do for your funnel? If you could increase the number of actively engaged leads, what might that do to your revenue?
According to Sendgrid’s email deliverability statistics, 21% of emails never make to the recipients’ mailboxes. Clearly, content and permission are not enough to keep leads engaged. Improving inbox placement starts with improvements in Deliverability and Reputation.
Deliverability depends on several things working together:
- List quality
- Managing bounces and bad emails
- Permission marketing process
- Email content
- Segmentation and targeting
- Shared IPs vs. Dedicated IPs
- Domain reputation
Email List Quality Automation
In conjunction with data quality automation, list automation works specifically on email addresses and response codes. The programs and lists built will
- Identify inactive and active leads
- Automatically invalidate leads which should not be sent to again
- Clean spam traps and competitors from your list
Some of our recent projects helped firms increase deliverability and delivered by 10-12% . When running hundreds of thousands of emails per month, this is a huge savings in the need for fresh names. What does a new email cost you?
Removal of Bad Leads
Sometimes it is easy to focus on building a list so much that we forget to keep that list clean. Etumos can help you focus on the active and emailable leads that matter to keeping your funnel active, and reduce database tier fees at the same time.
Email Program Analysis and Content Review
The final step is to consider your targeting, segmentation, and content. If people are not interested in what you have to say, they will send you to the Spam Box, lowering your reputation no matter how good your list is.
How do I find out my reputation?
The easiest way is to check the overall or monthly email statistics from your MAP. In Marketo, run an Email Performance Report by Month or Year. For deeper information such as Sender Score, IP Reputation, or Inbox Placement, you will need a separate service.
Ready to clean things up? Contact Etumos.