The more emails you send, and the more important they are, the higher your ROI will
be from making sure those emails get through. But optimizing deliverability isn’t
a trivial task and today you need to go a lot farther than making sure you don’t
put bad words in the text of your email. The ISP and anti-spam industry is an amalgam
of many different players using several different techniques. Making sure your organization
utilizes best practices so that you achieve the highest delivery possible requires
all of the following:
- Checking that your IPs are not blacklisted at some places
- Ensuring that you are whitelisted where possible
- Verifying that your sender score is being monitored and reacted to properly
- Validating that bouncebacks and spam trap hits are all being addressed
Putting these processes in place and monitoring them requires new skills and expertise.
In addition, there are many things to initially setup to optimize email deliverability. These include the DNS records, MX records, Sub-Domains, Name Server, CName(s), TXT records and Return Email Addresses. Getting these set optimally is essential to making sure your emails don’t end up in the trash, and to keep your sender score strong. Setting these up will ensure that both your prospect and their Spam filter see your emails as having been sent properly from your corporation and not from an email address that is partially unidentified or cryptic.
4Thought Marketing will not only prepare your environment for strong deliverability, we will guide your organization during the initial campaign after the implementation of Branding and Deliverability to make sure that your IP address is “warmed” properly. During this process we will monitor both your sender scores and your campaigns for irregularities so that any problems can be caught and reversed early. This will enable ISPs and Spam filters to recognize your new brand and IP(s) ensuring delivery of both your smaller initial campaigns and larger ongoing campaigns.
The proper implementation of Eloqua’s Branding and Deliverability abilities improves the likelihood that your emails will arrive, and helps establish your corporate identity through emails sent via a branded sub-domain. The result is better campaign response rates, more leads, more sales and more trust from your customers and prospects.
As is true with all 4Thought Implementations, a Branding and Deliverability implementation includes a hand-off process during the “Go-Live” stage of the implementation during which your personnel are walked through what’s been done, what it means, and how to manage it going forward. During this phase we make sure you’re comfortable with:
- Everything we’ve configured
- What your Best Practices should be going forward
- General Deliverability Tests
- Inbox Preview Tests
- Spam Content Tests
- How to use the Test Results History Interface
In addition typically projects include a post-go-live stage during which we support you during your initial days of working with the new technology. Our goal is to leave your organization fully deliverability enabled and campaign self-sufficient.