Happy day!
Let’s talk about How Email Marketing Actually Works!
Email marketing is the act of sending a message, typically to a group of people, using email.
In its broadest sense, every email sent to a potential or current customer could be considered email marketing.
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What we think happens when an email is sent:
Most people think when you create an email and press send it automatically reaches the persons inbox.
Unfortunately that is not the case.
What actually happens:
First lets go through the different types of email providers.
- ESP (Email Service Provider) – for example: Constant Contact
- ISP (Internet Service Provider) -for example : Gmail
Each one of these providers has their own algorithms for what is blocked, what messages don’t even send, and what message gets into the inbox.
When an email is sent it goes through a process with filters.
Filter 1: the message either is blocked (we will go over why messages are blocked) or it will move on to the next filter.
Filter 2: the message will either go to spam (we will go over why messages go to spam) or it will go into the inbox.
Filters allow your message to either :
- Make it to the inbox
- Make it to spam
- Get completely blocked
Filters check to ensure : you are who you claim to be
Each ESP is protected by email filters (they all are different & have different algorithms)
The exact same email message can reach the INBOX in hotmail but hit the SPAM folder Gmail
What causes emails to go to spam:
- Domain reputation may be bad
- Is content spam related
- People are not opening messages, email is now behavioral. Engagement matters to email ISPs
- You could be blacklisted
What is Blacklist?
- A list that identifies IP address or domains that are known to send spam
- These lists are created to prevent spam from coming into their systems (Gmail/yahoo/Hotmail)
- More than 85% of messages are spam, so it’s actually useful to ensure bad emails are stopped
- A lot of spam complaints & bad emails is all it takes for an IP address to be added to a blacklist
We hope this helps on your journey with email marketing!
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