Deliverability Reminders: Content-Based Deliverability Problems
We wanted to just revisit some common questions that we get asked about frequently (and it's a good refresher for seasoned marketers).
So... for the next several weeks, we're going to address a different question each week to keep the snippets short, simple and actionable for you! If you have any questions you'd like to see answered, please submit them and we'll be happy to add them in to the list!
Q1. Is my content the problem?
This is a tricky one... Many veteran marketers remember the days when certain keywords or phrases destined messages for the junk folder. While this is not the case any longer (i.e. using "free" in your message doesn't mean your message is absolutely going to wind up in spam), content DOES play a large role in delivery, especially as it relates to reputation over time.
Content-based delivery problems are bigger than a key word here or there. It now includes any and all URLs in the messages, patterns of content (for example, does it look like other content that's been flagged as spam, whether it's yours or not), etc. So you'll want to pay close attention to your content and make use the inbox testing checklist prior to sending messages if you're worried about potential content problems.
This is one of the biggest reasons we see IP reputation and domain reputation issues lately and one of the easiest ways to resolve delivery problems ASSUMING you address it sooner than later. When left unchecked for too long, it can cause long term reputation issues that require essentially starting fresh.
Q2. How does engagement play into deliverability? (Is traditional deliverability gone out the window?
For over a decade Heather Seitz used email marketing to build successful companies and had to solve the biggest barrier to consistent profitability: deliverability. Today she is the Co-Founder and CEO of Email Delivered.
Content-based deliverability problems are not new, even to seasoned email marketers. To discover the deliverability secrets of the most successful email marketers, visit http://www.emaildelivered.com/category/email-deliverability/ Remember to sign up for the FREE Email Delivered Pulse newsletter for articles, tips, and recommended resources for email marketers.
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