A lot of marketers name email list size as a top priority, without thinking through any of the associated KPIs. A large subscriber base is great, but it’s got to be working for you as well. That means engaged users who open, read and click your emails. Subject line skimmers and bulk deleters do you no good.
Many email providers, particularly Gmail, evaluate a number of factors when looking at email deliverability. Email delivery is the successful receipt of an email to an email address. But everything beyond that is email deliverability. And that’s what’s really important.
A delivered email could have been sent to a valid address, but flagged as spam and missed the inbox entirely. Or it could have made it to the inbox, but deleted immediately. Continual occurrences of either of these, whether manual or automatic, will send a signal to the email service provider that an address is not interested in your message. Too many of these and you could be penalized with under-delivery across your whole list as the ESP tries to protect their users from what they consider irrelevant or unwanted communication.
To combat this, it’s important you follow email best practices. Test and refine your subject line strategy, and avoid spam trigger words. Maintain low file weights in email, and don’t try to trick your list with false advertising or gimmicks. And maintain quality engagement to ensure email deliverability stays high.
A re-engagement campaign is designed to get your list clicking and interacting again. You can specifically target those who haven’t engaged in awhile to try and “catch” them before either a) they unsubscribe or b) you are forced to stop sending to them to protect the integrity of your list. You can also retarget them outside of email with custom ads that reinforce your email message and ensure you’re top of mind when they receive that email.
Ready to boost your email deliverability? We can help develop a custom ad plan that includes subscriber retargeting.