Making it to the Inbox

..and creating engagement

Many of you may rely on sending marketing email to everyone, whether it be a client, prospect, or just subscribers to your mailing list for various topics. Email is hard, sometimes a bit too hard. Specifically, making sure that you are making it into the inbox is where the issue starts to come into play.

Making it to the inbox is when you will have the most engagement, and ultimately what can mean a make or break deal in acquiring clients or customers for their attention about what you are trying to relay to them. What’s one way that you can identify that you are at least getting in front of those individuals? Seeing open rates on the emails themselves! We have been working with a number of people who didn’t have this type of insight previously, or were just seeing crap numbers when it came to opens on the emails that they were sending.

The solution is a fairly straightforward one, and we can go over that in this post.

The Delivery

If you have an email service that you are using to send email to your clients, such as Mailchimp, and are using a regular email account such as Gmail or Yahoo, you are likely not using something called Authentication to send that email. The mail will send without an issue after you’ve configured the service, but most inboxes (consequently, Yahoo or Gmail) will look to validate where those messages are coming from using methods called SPF and DKIM. You can read a bit more about those protocols linked above, if you’d like.

The only way to achieve this would be to purchase a custom domain from somewhere like GoDaddy, for your own business/name, such as mybusiness.com or whatever it may be. From there, you have the ability to configure the DNS on that domain (within GoDaddy) to authenticate from your marketing email provider to the domain you purchased. Seeing as we mentioned Mailchimp already, you can see they have outlined how you would implement this with using GoDaddy here.

To give you some insight into how this can help, here’s a quick example of a recent client of ours that we worked with to migrate over to Mailchimp for weekly mailers. They had originally been with Wix, using their ‘shared’ email service where they do the authenticating for you, but in process of moving their website to a Wordpress setup they needed to also move the mailer portion as well. At first, they saw stats that showed only about 25% opens, and heard clients saying it was all going to the junk folder. Not a great way to send information to people that have subscribed.

As you can see, things sort of crept up and then eventually there was a change and you see it jumps to about 53% open rate. In between the two weeks where it’s low and then high, we took the domain from their website and implemented SPF and DKIM in order to allow Mailchimp to Authenticate the emails that are being sent, therefor satisfying the email inboxes where they would place these into an inbox, and not the junk folder.

Everyone wants 100% open rates, or at least the highest that you can get, and there are a ton of variables that come into play with getting into the inbox as well as engaging the recipient. Don’t get too discouraged by numbers, but it’s also important to pay attention to them as well. Remember, sometimes people sign up for stuff and just lose track of opening. The cool thing with many marketing email platforms is that you have the ability to re-engage customers if they haven’t opened emails too, but that’s for another time.

If you have any questions at all about sending marketing emails, best practices, or want some direction on how to configure things feel free to let us know! We can send over documentation for you, create something custom, or even do it for you!

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