With upcoming holiday season, many ISPs have made their inbox delivery algorithm tighter as eMail volume increases from commercial senders. Because of this, ISPs are looking heavily at eMail recipient engagement (open/click through rates). If your bounce rates are increasing, HighRoad Support is here to help.

What do ya know?

It’s logical to think that the more targeted you are with your eMail marketing campaigns, the higher the open rate and overall engagement will be with the eMail recipient. You would be surprised to know the number of eMail marketers that still continue to send large volume campaigns versus targeted campaigns. Why? Maybe there is a lack of business intelligence to make content more relevant for each subscriber. Maybe it requires less thought or less demand on internal resources. Whatever the reason may be, money is being thrown away when you pay for eMails that end up deleted or bulk-boxed.

Your HighRoad account has a very complex way of determining once an eMail address is no longer good or invalid. What are you doing with this information? What should you be doing with this information? If you do not have an internal policy pertaining to data hygiene and invalid eMail addresses, let’s get the ball rolling now!

If you want to learn more about how bounces are handled and can eventually resolve an eMail address to being invalid click here.

Not to be mistaken with Time Zone sensitive deployments that requires a time zone value at the eMail subscriber level, a zip code radius search allows you to send your eMails to a targeted region (currently USA only as of June 2013) using a new custom Zip Code field.

Every eMail marketer must ensure their data collection methods are sound. The effectiveness of targeting and personalization efforts are only as good as the data used to power them.

In eMail marketing, deployed eMails are coming from a sending IP address in addition to the “from name,” “from eMail address” that you establish. An Internet Protocol address (IP address) is a numerical label assigned to each device (example: Your HighRoad account) participating in a computer network that uses the Internet Protocol for communication.

Your IP address reputation is like your credit score. If you are sending eMail using best practices, you’re reputation will be good. If you send eMail without proper HTML mark-up and consistently sending to bad addresses, your reputation, as well as your deliverability will need improvement. It’s much easier to maintain a good reputation than to repair a bad one. Even though your HighRoad Solution account has the best of breed ISP/Deliverability management of any solution on the market today, your e-mail strategy, may still help or hurt the IP address your account is set-up on.