1 - Avoid inactive contacts

What is an inactive email? We can define this term by an email address that has not reacted for some time. The problem with inactive people is their bad influence on your reputation as a sender to ISPs.

The different techniques to be implemented:

  • Segmentation: It is important to treat your inactive subscribers differently.
  • Deactivation program: If the different re-engagement strategies have failed, it may be time to part with some of your inactive ones.
  • Cleaning your lists: This is the inevitable solution, stop communicating with your inactive consumers.
  • Other strategies: improve the promise made during registration, set up a double opt-in procedure, set up a welcome program, make the unsubscribe button more visible…

In conclusion: Never let your email addresses sleep for several months without using them! There is a very great risk of blocking: first, because you will not have had the opportunity to clean the bounces, then, because some subscribers could have “forgotten” to have registered and report your emails as spam.

2 - Bounces: what is it and how to avoid it?

In emailing, we classify different email statuses: delivered, opened, clicked, unsubscribed, blocked, spam, and bounces, also called bounces or errors. The email you sent is not accepted by the recipient's email service or ISP. There is therefore no delivery of the message. This refusal therefore triggers a return action (the rebound), and you receive this error notification.

Soft bounces and hard bounces?

The soft bounces can be due to the fact that your recipient's mailbox is full, that the destination messaging service is temporarily inactive, that your message is too heavy. The causes of the hard bounce are also varied: the recipient's address does not exist, the messaging service no longer exists, the domain name of the recipient's address is no longer valid.

How do bounces impact deliverability?

A high bounce rate indicates that your list is no longer up to date. This is because it contains too many inactive addresses. A high error rate will trigger the various ISP alarms. Ultimately, your reputation as a sender will be impacted by seriously reducing the good deliverability of the rest of your emails.

How to maintain a low bounce rate?

You must take into account several parameters:

  • Make sure your contact list is legitimate, by systematically implementing a double opt-in registration process.
  • Send your campaigns regularly.
  • After each campaign, do not hesitate to remove addresses returning errors from your lists. It's the best way to keep your list up to date.
  • Use CaptainVerify to check or clean up your mailing list.

3 - Maintain your database

Exclure les NPAI, traiter les doublons... Un nettoyage régulier de vos bases emails permet de rehausser l'ouverture des mails, mais aussi de réduire les coûts d'envoi de ses campagnes publicitaires. Cela contribue à améliorer les performances générales de votre base. Une petite base de contacts réactifs vaut mieux qu'un gros fichier mal entretenu.

4 - Maintain a good reputation with ISPs and its platform for sending emails

By cleaning your database of these NPAIs, your reputation with ISPs will be good. Your IP and emails will be recognized of good quality and will be much more likely to arrive in inboxes and not in spam.

NPAI means "does not live at the address indicated". Named in e-marketing "bad mails", Their rate represents the percentage of mails which no longer correspond to the Internet users whom we wish to contact. This is an essential statistic to measure the quality of the address file used and the deliverability of its emailings.

For your reputation, your mailing lists must be maintained when you meet bounces. You will send a very negative message if you persist in using unresponsive addresses.

5 - Reduce your shipping costs

You will understand, by cleaning your email database of its bounces, duplicates, your volume to send will decrease. So the cost of sending your mailings will also drop. The cost of sending mailings is proportional to the volume of emails to be sent. By showing your mark with your mailing platform, you will also save the cost of a dedicated IP.

6 - Increase your ROI (return on investment)

Bounces have a very negative impact on all email statistics, whether it is opening, click rate or even ROI: each undeliverable address represents an economic loss. Consequently, managing and cleaning your mailing list to have the lowest rate is very important in emailing, whether to improve the quality of the address file, to avoid overloading the reception servers, and to optimize his KING.

7 - Get a good sender score

Each IP address or domain that was used to send an email is tracked by reputation agencies. ISPs each assign their own score, with a more or less advanced algorithm, but which is unique to each.

IPR (Inbox Placement Rate): This is a slightly more stringent deliverability rate. It does not take into account the ratio of emails actually delivered to the inbox. Formula: Inbox Placement Rate = (Volume sent - Bounces) - (Spam + Lost emails) / Volume sent. A normal IPR is higher than 88%.

8 - Gather new customers

Once your databases are cleaned, you will be able to focus on other things like your assets and inactive. The assets are the Internet users who open the emails and therefore consult your messages. The inactive are those who do not open your messages. You will have to concentrate on activating your inactive ones to recover the potential of new customers that you have on hand. For this, we advise you to change the communication axis, revise the sender, the title and the content of your emails in order to segment your database.

9 - Improve your SEO ranking

How can your SEO and your email reputation be linked? Google obtained a patent filed in 2012. The patent, spam and spam that can be used as a signal of the reliability of the provider. So a supplier who sends little spam will be able to get a good score. Google will define all of this via sending IPs, redirect urls, sender email addresses. As we all know, Google regularly develops algorithms to refine the relevance of the results in its search engine. This is therefore one of the many quality criteria in the eyes of Google. So as much keep good points at all levels with this key player whether in SEO, as good practice of sending emails.

10 - Captain Verify est l'un des moins chers du marché international

Captain Verify is positioned on the international market as one of the cheapest players in the world. You will save between 20 and 60% compared to competitors on cleaning your mailing databases. With the advantage of offering versions of its site in several languages.

Never let your email addresses sleep. Use CaptainVerify!