Summary
Addressing users potentially opted-in without consent and diagnosing low open rates with high inboxing involves a multi-pronged strategy. The foundational step is clarifying consent, implementing double opt-in for new subscribers and re-permission campaigns for existing ones with uncertain consent. Segmentation by engagement is crucial, enabling targeted re-engagement campaigns for inactive users and removal of non-responders to safeguard sender reputation. Addressing low open rates requires A/B testing to optimize subject lines, sending times, and email content, as well as creating compelling preheaders. Maintaining list hygiene through regular cleaning, reducing spam scores by avoiding trigger words, and implementing authentication protocols (DKIM, SPF) are vital. Finally, monitoring sender reputation and promptly addressing any deliverability issues using tools like Microsoft SNDS ensures consistent inbox placement.
Key findings
- Consent Is Key: Explicit consent is paramount; employ double opt-in for new subscribers and re-permission campaigns for existing ones with uncertain consent.
- Segmentation for Engagement: Segment email lists based on engagement to target disengaged subscribers with tailored re-engagement campaigns.
- Optimize Email Elements: A/B test subject lines, sending times, preheaders, and content to improve open rates and engagement.
- Maintain List Hygiene: Regularly clean email lists to remove inactive subscribers, reducing the risk of hitting spam traps and improving sender reputation.
- Authentication & Reputation: Implement DKIM and SPF, monitor sender reputation, and address deliverability issues promptly to ensure consistent inbox placement.
Key considerations
- Re-Permission Risks & Rewards: Re-permission campaigns may lead to list attrition but often result in higher engagement rates and improved deliverability.
- Assumption Avoidance: Avoid making assumptions about deliverability issues; thoroughly diagnose problems before implementing solutions.
- Content Relevance & Engagement: Focus on creating relevant and engaging content to keep subscribers interested and reduce spam complaints.
- Compliance with Regulations: Ensure compliance with data privacy regulations like GDPR by obtaining explicit consent and providing easy opt-out options.
- Proactive Monitoring: Proactively monitor sender reputation and email performance using tools like Microsoft SNDS to identify and address issues before they significantly impact deliverability.
What email marketers say
11 marketer opinions
When handling users who may have been opted-in without consent, a multi-faceted approach is crucial. The primary step involves clarifying consent, potentially through a re-permission campaign, and implementing a double opt-in process for new subscribers. Segmentation based on engagement is essential, targeting disengaged users with re-engagement campaigns, and removing them if they don't respond. Addressing low open rates despite high inbox placement requires optimizing subject lines, sending times, and email content through A/B testing. Maintaining list hygiene through regular cleaning and reducing spam scores by avoiding trigger words are also important. Focusing on delivering engaging content to segmented lists will improve overall email performance.
Key opinions
- Clarify Consent: Obtain explicit consent, especially for questionable opt-ins, through re-permission campaigns or double opt-in processes.
- Segmentation: Segment lists based on engagement to target disengaged subscribers with re-engagement efforts.
- List Hygiene: Regularly clean email lists by removing inactive or unengaged subscribers to improve sender reputation.
- Optimization: Optimize subject lines, sending times, and content through A/B testing to increase open rates.
- Spam Reduction: Reduce spam scores by avoiding trigger words, optimizing code-to-text ratio, and removing broken links.
Key considerations
- Re-Permission Risks: Re-permission campaigns may result in losing a portion of your list, but can improve engagement and deliverability.
- Engagement Metrics: Monitor engagement metrics to identify disengaged subscribers and tailor re-engagement strategies.
- Content Relevance: Ensure email content is relevant and engaging to subscribers to increase open rates and reduce spam complaints.
- Testing Strategies: Implement A/B testing to continuously improve email performance and optimize various elements of campaigns.
- Spam Prevention: Regularly review email content and code to minimize spam triggers and maintain a positive sender reputation.
Marketer view
Marketer from Email Geeks suggests that because the user has potentially mixed consenting and non-consenting users, they may need to start over, recommending a re-consent campaign as a possible solution.
3 Jan 2023 - Email Geeks
Marketer view
Email marketer from a Marketing Forum explains that regularly cleaning your email list by removing inactive or unengaged subscribers can significantly improve your sender reputation and deliverability, as it reduces the risk of sending to spam traps and hard bounces.
8 Aug 2022 - MarketingForums.com
What the experts say
3 expert opinions
When dealing with uncertain consent and low open rates, the first step is to identify and accurately diagnose the specific deliverability problem before implementing solutions. Clarifying consent is essential, involving clear communication and easy opt-in/opt-out options, while documenting the process. Maintaining a good sender reputation is critical, which involves monitoring IP and domain reputation, addressing issues promptly, and ensuring consistent email volume.
Key opinions
- Problem Identification: Accurately diagnose the specific deliverability problem before taking action to avoid incorrect assumptions.
- Consent Clarification: Clarify consent with subscribers through clear communication and easy opt-in/opt-out options.
- Sender Reputation: A good sender reputation is crucial for deliverability, achieved through consistent email volume and monitoring IP/domain reputation.
Key considerations
- Assumption Risks: Avoid making assumptions about the causes of low open rates, as they can lead to damaging decisions like cutting off engaged users.
- Communication Transparency: Communicate transparently with subscribers about consent issues and provide easy ways to manage their preferences.
- Reputation Monitoring: Continuously monitor sender reputation metrics to identify and address potential deliverability issues promptly.
Expert view
Expert from Email Geeks advises to first identify if there's a problem and what the specific problem is, before implementing solutions. She also points out the risk of making assumptions and potentially damaging the entire list by cutting off unengaged users based on inaccurate assumptions about low open rates.
10 Aug 2023 - Email Geeks
Expert view
Expert from Spam Resource explains that a good sender reputation is critical for deliverability. They advise monitoring your IP address and domain reputation, and addressing any issues promptly. They also note the importance of sending consistent volume and avoiding sudden spikes in email activity.
4 Aug 2023 - Spam Resource
What the documentation says
5 technical articles
Email deliverability relies heavily on permission marketing, requiring explicit consent from recipients. For those with unknown consent, re-permission campaigns are recommended. Email providers use various signals to determine inbox placement, making sender reputation, email authentication (DKIM, SPF), and engaging content crucial. Monitoring tools like Microsoft SNDS help diagnose deliverability issues by identifying spam traps and complaint rates. Consistent adherence to best practices improves inbox placement rates.
Key findings
- Permission Marketing: Explicit consent is required; use re-permission campaigns for users with unknown consent.
- Spam Filtering Signals: Email providers use engagement rates, complaint rates, and content relevance to determine inbox placement.
- Authentication Protocols: DKIM and SPF authentication are critical for verifying legitimacy and preventing spoofing.
- Monitoring Tools: Tools like Microsoft SNDS help diagnose deliverability issues and monitor sender reputation.
- Inbox Placement: Inbox placement depends on sender reputation, authentication, and engaging content.
Key considerations
- Re-Permission Strategy: Implement clear and concise re-permission campaigns to re-engage or remove users with unknown consent.
- Content Engagement: Create engaging and relevant content to avoid low engagement rates and high complaint rates.
- Authentication Implementation: Properly implement and maintain DKIM and SPF records to ensure email legitimacy.
- Reputation Management: Regularly monitor sender reputation and promptly address any identified issues.
- Consistent Best Practices: Adhere to email marketing best practices consistently to maintain and improve inbox placement rates.
Technical article
Documentation from RFC explains that implementing email authentication protocols such as DKIM and SPF is crucial for verifying the legitimacy of your email and preventing spoofing. This helps build trust with email providers and improves deliverability.
14 Aug 2021 - RFC-Editor.org
Technical article
Documentation from Google explains that their spam filters use various signals to determine if an email should be placed in the inbox or spam folder. Low engagement rates, high complaint rates, and sending irrelevant content can all negatively impact your sender reputation and lead to filtering issues.
8 Oct 2021 - Google
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