Internet Service Providers (ISPs) are always evaluating your sending practices - the content that you send and your subscriber engagement, to see how well you maintain your contact lists. The main goal is to ensure you send relevant information to responsive users only.

In this article, we will look into your customer's engagement and how it can help to improve the delivery of your emails.

Contents

Why should I clean my list from inactive contacts?
Segmenting engaged contacts
Send engaging content
Sending practice

Why should I clean my list from inactive contacts?

Subscribers who don’t engage with your campaigns is the major cause of complaints, spam traps, and hard bounces. If you don’t take action, you email may find itself in a lower position in an inbox, or be banished to the spam folder immediately.

We all want to have a high ROI from email campaigns! However, sending messages to inactive subscribers can affect that negatively. Here are a few positive sights that will help you improve your sender's reputation:

  • the customer opens, spends time reading and clicks on the links in your email;
  • the customer clicks on the Not Spam button to remove your email from the Spam folder;
  • the customer moves your email to Primary folder or adds a star to mark it as important;
  • the customer whitelists you as a sender or adds your email address to his contact list.

The negative sights are:

  • the email address bounced;
  • the customer marked your emails as spam or deleted without opening.

Even getting an unsubscribe request from the customer is a bad sign, but it is not as bad as a spam complaint, so adding a proper opt-out instruction may save you from way worse consequence.

All of the email providers are aggregating this data and looking into the patterns, in case your customer's reaction is negative your sender's reputation drops. Of course, we are not always able to predict your customers' response to certain types of emails, but we can expect higher engagement from those that were active recently (opened your emails, or purchased from you). It is also a great idea to tailor your content and send the information about the products your customers' engaged with.

Segmenting engaged contacts

We've noticed that three main metrics are determining your customer's engagement. By combining them, you may find what contacts are engaged with your emails. Here are some recommendations, how to segment your contacts to know which ones are the most engaged:

  1. Create different segments starting with customers who bought a product in the last 7 days and keep the timeframe growing
  • Placed order at least once in the last 7 days
  • Placed order at least once in the last 14 days
  • Placed order at least once in the last 21 days
  • Placed order at least once in the last 30 days
  • Placed order at least once in the last 45 days
  • Placed order at least once any time

2. Combine your last segment “Placed order at least once any time” with a segment dedicated to customers who clicked your campaign

  • Placed order at least once any time + Clicked campaign link in any campaign that was sent in the last 7 days (2 separate segments)
  • Placed order at least once any time + Clicked campaign link in any campaign that was sent in the last 14 days (2 separate segments)
  • Placed order at least once any time + Clicked campaign link in any campaign that was sent in the last 21 days (2 separate segments)
  • And keep the time frame growing

3. After you send a campaign to contacts who clicked any campaign link any time, you should add one last segment for the opens

  • Placed order at least once any time + Clicked campaign link in any campaign that was sent any time + Opened any campaign that was sent in the last 7 days (3 separate segments).
  • Placed order at least once any time + Clicked campaign link in any campaign that was sent any time + Opened any campaign that was sent in the last 14 days (3 separate segments).
  • And keep the time frame growing

Here is a short video with examples on how to create each of the mentioned segment rules based on last 7 days period:

Send engaging content

It is quite fair to assume that customers you have on your list are interested in the products you are selling or at least were interested when subscribing. However, they might be interested in some particular products only. Your task is to find that out and target your communication to the right customer, at the right time through the preferred communication channel. Some of the aspects that may contribute are:

  • collecting the information about your customers in the Sign-up forms;
  • sending surveys, collecting feedback and providing with the ability to update their subscription preference;
  • segmenting your customers based on the previous purchase behavior and engagement with your emails;
  • provide more incentive to open your emails, provide the discount or exclusive offer;
  • educate your customers, use your Sign-up forms, and Automated workflows targeted for newcomers to explain what emails and how frequently you will be sending. The incentive itself won't be as effective as the customer awareness of such a possibility.

Sending practice

Send consistently

Consistency is an important factor for improving reader engagement with your campaigns. Make an analysis of your clients’ behavior and according to your findings:

  • Send your campaigns in readers’ inboxes at the time when they are most active;
  • Create expectations for your readers so they know when to look out for your new campaigns;
  • Every audience is different so take some for testing and find the right time of the day or day of the week. Trust us, it will pay off in the end.

The Best Time to Send Emails

Other good practices

Don't use old or stale mailing lists. If you are migrating to Omnisend from other email service provider, import to Omnisend only those subscribers who were active (opened or clicked your newsletters) in last 6-12 months. Subscriber engagement is a huge part of getting emails into the inbox, when an ISP (internet service provider) sees low engagement rates they will often begin to bulk the campaigns to the spam folder. Then they will block the domain and IP addresses used to deliver the campaigns.

Clean your list from inactive contacts

And remember one golden rule - quality always wins over quantity. Send content to engaged subscribers only and your deliverability will increase significantly!

If you have any questions, please write to at support@omnisend.com.

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