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The year’s biggest Festive Season is almost here! Indians are gearing up for the festivities and eagerly awaiting slash discounts, offers and the opportunity to shop till they drop! The hottest shopping season of the year also brings with it promotional emails by Marketers, who pit against their competitors to gain space in the customer’s mind. After all, if it isn’t in sight, it’s out of mind.

To keep the promotional message consistently ‘On Top of Mind’, marketers in India need to ensure that their marketing & email campaigns reach the right audience, at the right time and place and mostly in the inbox. Here is where the effectiveness of email deliverability takes precedence.

What is Deliverability

Deliverability refers to an email’s ability to successfully reach the inbox of its recipients. It starts by ensuring that marketers have the right platform & strategy in place to send emails into the inbox and ensuring that their ESP (Email Service Provider) keeps its promise of offering high deliverability.

This one is much harder to quantify since ISPs (Internet Service Providers) do not return a feedback to let senders know when the message has been delivered to the spam folder instead of the inbox.

Elevate Email Campaigns Through Accurate Deliverability

  1. Boost Inbox Placement

Mailbox providers such as Gmail, Yahoo, Outlook etc. take multiple metrics into consideration to determine the sender reputation including opt-in customers, multiple blacklists, spam and abuse complainers. There will always be some amount of variance between each mailbox provider. If it is seen that all top Mailboxes have an open rate averaging around 30% – but Gmail is closer to 12%, then it’s quite likely that emails are getting delivered to spam folders at Gmail.

Kenscio Digital’s Email Deliverability Team helps marketers understand the factors that might be driving lowered inbox placements in one mailbox vs. another.

  1. Tackle Spam the Smart Way

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There can be several reasons why marketing emails reach the spam folder. Some of these may include – incorrect list acquisition practices, sending too many emails in a short period of time, poor segments and targeting, or content which is simply not what the recipients expected to receive. One or all of these factors might be contributing to the problem of lowered email deliverability.

Our deliverability team digs into these myriad details and helps marketers figure out the “Why” behind low email deliverability and come up with appropriate solutions.

  1. Leverage a Cleaner Email List

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All email lists degrade over time. Maintaining a high-quality ‘Subscriber List’ is key to ensuring that emails are delivered to the inbox instead of the junk or spam folder. In addition to spam complainers, the other factors to look for are spam traps, abandoned & terminated email inboxes, inactive addresses, etc.

We use a powerful Email List Hygiene – Email validator service to keep email lists as clean as possible for our clients.

  1. Authenticate Emails

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Email authentication is the process by which a sender is validated through published records, such as SPF (Sender Policy Framework) and DKIM (Domain Keys Identified Mail). Once the email is sent, the originating server sends the identifying information message to the recipient’s mail server. This server queries DNS (Domain Name System) with that information and uses the records provided to validate authenticity. The recipient server may choose to block messages that fail authentication checks.

Our email deliverability team makes sure the DNS records are set in place. SPF/DKIM authentication is one quick method to improve email delivery rates. Adding this to our client’s DNS entries sends a clear signal that the email marketer is authorized to send emails from a specific domain or sub domain. Without this adjustment, email messages may get marked as spam, even if marketers have their subscribers’ consent to email them.

  1. Carry Out the DMARC Authentication

DMARC (Domain-based Message Authentication, Reporting & Conformance) is the first widely deployed technology that can make the “From Header” address trustworthy. Not only does this help protect customers and the brand, it discourages cyber criminals who are less likely to go after a brand with a DMARC record. Even the global giant, Gmail, partners with DMARC.org, thereby giving domain owners greater control over what Gmail does with spam email messages from their domain.

Kenscio’s deliverability team monitors the regular DMARC Aggregate and Forensic Reports send by Mailbox providers back to senders. This gives our clients greater visibility into the email messages that are authenticated and those that are not, and why.

  1. Reduce Seed Address Dependency

One of the ways to monitor the inbox placement is using seed addresses:

Seed addresses are generally monitored email accounts with no human behavior and read by machines and can’t mimic real human behavior.

This technique has been used traditionally where seed lists (a limited number) have been added to the sending list. Hence, seed address monitoring is no longer an adequate model to check the behavior-driven actions that providers, such as Gmail, use to determine whether to place the email campaign in the inbox or the spam folder.

We use a third-party deliverability tool with a large customer base from millions of inboxes’, will help us understand actual recipient behavior, rather than just relying on seed addresses.

  1. Check Email Content

KEN-CM-BLOG-5A primary factor in inbox placement is CONTENT. Some of the trigger words may be used by spammers which cause genuine emails to be treated as spam by the inbox providers. While testing against spam filters, it’s not enough to simply mask trigger words or get a low spam score in the email software. Most software simply checks against global and existing databases that review keywords, and don’t scan the emails in the same manner as ISPs do.

Our deliverability team checks the content of the email, image to text ratio, trigger words in context, number and length of each of the links, HTML rendering, coding errors etc.

These simple measures and with the extra assistance from Kenscio’s Deliverability Team can go a long way in ensuring that email marketers stay ahead of the game by always showcasing their messages in the inbox, ready for the customer to view and take positive purchase decisions.

So, is your email strategy ready for this festive season?

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