If you’ve spent any time among marketing automation, especially emails, you’ll probably notice email sender statistics. And you’ll probably notice a lot of ambiguity for how you can change your sender statistics.
An email campaign report is made up of two primary components: email delivery statistics and engagement statistics. Both of these combine to create your overall email sender statistic.
Email delivery statistics are made up of hard bounces, soft bounces, marked as spam, and repressions.
A hard bounce is a failure to deliver. These will lower your sender status if you have too many. Try to keep these under 2%.
A soft bounce is a temporary failure to deliver. Two of these will not lower your sender status, but they become a hard bounce on the third failure, which will lower your sender status. Soft bounces are a warning the email might be invalid.
Marked as spam were emails delivered, but were flagged by the email provider as spam and placed in the junk folder.
A repression is an email that has been suppressed by the tool you’re using. Some software, such as SharpSpring, will automatically suppress emails that are “high risk”— those that have been bought and sold on lists heavily and are often blacklisted by spam watchdogs.
Engagement statistics are made up of deliveries, opens, and possibly internal clicks.
Deliveries are emails that were successfully delivered to the address.
Opens are emails that were opened by the client.
Internal clicks are when the person clicked on a link within the email.
You need low hard bounces, high engagement, and high volume in order to improve your sender status. Until you have sent multiple thousands of emails, you will be considered a low-quality sender for the safety of already-established high quality senders
You want to make sure your lists are clean before sending anything to them. Sites such as BriteVerify allow you to get detailed reports of how many emails will hard bounce or be repressed because the emails are associated with spam, and return you a clean list.
If the list has low percentages of bad emails, it’s safe to use.
When it comes to soft bounces, keeping an eye on emails that have soft bounced is critical. You can either manually check who has two bounces, or you can rely on an automatically-built list that remove emails from your lists after two soft bounces.
You also want to be making sure your subject lines are attention-grabbing and enticing to keep engagement up. Testing different subject line lengths, offers, keywords, and “sent from” addresses Having people open your emails helps establish you as a high quality sender.
Also segmenting your lists to those who primarily engage with your emails to send the majority of your communication to them, only doing infrequent mass mailings, helps keep your engagement statistics high.
All of this must be done over an extended period of time, with a large volume of emails. The amount of emails it takes to be considered a good sender fluctuates, but is multiple thousands of emails. Building up a reputation with a solid, reputable email provider is necessary to work your way up to proving yourself a good sender.