Components behind Email Marketing

It seems nearly impossible to imagine a world before email. In the forty years since the concept of email was first put to the test, mail has revolutionized the way people connect, sell and buy. Approximately 182.9 billion emails are sent every day. With so many emails traveling from inbox to inbox it is easy to take this form of communication for granted. Have you ever thought about how your email reaches you? Probably not. When it comes to email delivery the average person rarely gives it much thought. However, for those businesses who rely on email marketing to increase their bottom line, email delivery is at the forefront of their mind. Email marketers are well aware of the huge impact a reliable email delivery system has on the success of an email marketing campaign.

Common Terms All Email Marketers Should Know


This is the percentage of email messages that are accepted by a mail server such as Gmail, Yahoo Mail, Hotmail, AOL, etc. However, it is important to note that this does not mean the email will necessarily get to an inbox.

Denoting the sender as a spammer, this notification will block emails and make it more difficult to said sender to push future emails to an inbox.

An acronym for Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003, it refers to the law that establishes requirements for commercial messages, outlines rules for commercial email, provides email recipients with the right to force you to abstain from emailing them and outlines the consequences for continuing to do so.

An anti-spam approach, SPF allows the Internet domain of an email sender to be authenticated, thereby discouraging spam mailers. SPF works by making it harder for spammers to disguise their origin through email spoofing.

Known as a “digital signature”, DKIM associates a domain name with an email message, allowing an organization or a person to claim responsibility for the message. This “digital signature” provides recipients a reason to trust the email is from a reputable source.

Over 90% of email sent is classified as spam. Spam refers to unsolicited (UCE) or undesired electronic messages.

This type of permanent email delivery failure is usually due to an invalid, non-existent, or blocked email address. These emails should be removed from your list immediately as repeated hard bounces can negatively impact deliverability and Sender Score.

Designed to prevent the connection between a website and a certain IP address, blocked IPs effectively bans undesired connections, and is commonly used to protect against brute force attacks. Blocked IPs are also used to limit syndication of content to a specific region.

The feedback loop refers to the section of a control system that adjusts its operation according to the differences between the actual and the optimal output, allowing feedback and self-correction.

Feedback loops are one of the ways for reporting spam. Whether and how to provide an FBL is a choice of the receiving email service provider. End users should report abuse at their mailbox provider's reporting hub, so as to also help filtering. As an alternative, competent users may send abuse complaints directly, acting as mailbox providers themselves.

What Can You Do To Ensure Successful Email Delivery?


Keep your email list up to date.

It is vital to the success of your email campaign to ensure that your list of customers is current. Always make sure that the customers on your list is there because they either requested information or gave you permission to send information to them. It is also important to be sure that you are not sending emails to people who have unsubscribed or any bounced addresses. Doing so will result in an unsuccessful email delivery. Unsubscribe all remove requests including those emails returned via an ISP's feedback loop.


Always design with email delivery in mind.

One of the biggest mistakes marketers make is to simply put together an image or Illustration and call it good. However, a successful email must involve much more thought. An email should be easy to ready, and the images used should enhance the content. Thankfully, many email marketers offer email creation tools to help create content that will exceed your subscribers expectations.


Always treat your subscribers with respect.

Never clutter your subscribers inboxes with mail they do not want. Always set expectations at the time of sign-up. Keep to a regular schedule and inspire your subscribers to take action with clever incentives or calls to action.


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