Published by netCORE Marketing Team on December 13, 2012
Have you ever wondered that if only you knew about certain things well in advance this winter would have been better and rosier?
Well, the bad news is we really canât help you with the first two (youâve learnt it the hard way ;)); the good news is we have something for you for the latter.
The growth of your business depends on how efficiently you segment, target and position your offerings. Now that weâre done remembering Mr. Philip Kotler letâs get down to whatâs next once your strategy is in place and youâre all set to go. Youâll get more business only when you engage with more prospects that become a part of your sales funnel which eventually leads to the revenue realization. Having said that, we all know that today digital marketing is picking up really fast and while mobile and social media are contributors to your sales funnel, email marketing still takes the cake in terms of speed, reach and cost effectiveness â and thatâs what makes it every marketerâs better half!
So whatâs so mysterious about your better half? What are the secrets that sheâs holding onto? All you need to do is paraphrase your product benefits, develop a snazzy creative, email it to your list of potential customers and watch customers pour in by the lot â right? My dear fellow marketers, there are a host of things that happen behind the curtains while your email marketing delivers its award winning performance. This is exactly what was covered in netCOREâs first ever webinar on âSecrets to Higher Inbox Placement Ratesâ.
The short 30 minutes webinar threw light on the following critical elements of email delivery:
1. Sender reputation
2. Domain reputation
Sender reputation basically relates to the reputation of the IPs (in the Internet world) that will be delivering your carefully crafted killer marketing mails to your prospects. Usually these IPs belong to an ESP (Email Service Provider) which looks after the emailing requirements of organizations. Many a times, certain organizations also decide on handling their own mailing (if they have that kind of IT infrastructure whit them already). In such cases, the organizations have their own IPs. ISPs (Internet Service Providers) rate every outgoing mail serverâs IPs based on a checklist that helps them arrive at a score â the Sender Score. This Sender Score determines whether, an email being delivered through a particular IP will land in the Inbox or Spam folder. Itâs something like most of us wouldnât open the door to collect the much awaited burger or pizza (even when you are hungry enough to eat up just about anything in your sight) if the delivery boy looked capable of robbing you.
Domain reputation on the other hand, relates to the reputation of the brand that is sending you these marketing emails. For e.g. firstname.lastname@example.org â here âbrandnameâ would be the domain in discussion. ISPs keep a track of mailing patterns from every domain. These patterns in turn determine the domain reputation of every domain and decide whether mails being sent out from these domains will land in the Inbox or the Spam folder. Going back to the previous example, domain reputation would relate to the reputation of the restaurant from where youâre placing your order. If you experience delayed delivery, poor quality food or unpleasant delivery boys, you would eventually stop ordering from the same place.
Itâs ok if you have missed out on the webinar. A quick summary of the factors affecting Sender and Domain reputations discussed during the webinar are as follows:
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