Email marketing is NOT a science. There is no such thing as 100% deliverability or some magic “pixie dust” that can be sprinkled on your servers to help you deliver your email creative into the recipient’s inbox.
There are only “best practices,” which you can follow to help you get the best possible results.
So, the question is, what makes some email get delivered, some go into the spam/junk folder and other email get lost in space? The answer is pretty simple, reputation.
Check out a great article: Protect Your Ever So Important Reputation
The reputation of your IP addresses will determine, with 95% surety, if, when and how the email you are sending will be handled by an ISP. You may ask, how do I manage the reputation of my IP addresses and where do I start? My answer would be, “find the right Email Service Provider (ESP).”
Choosing an ESP with an intelligent, knowledgeable and educated staff is the first place to start. An ESP that works on a flat rate or monthly fee, versus one that works on the amount of email you send, is the way to go.
Working with a company that will provide free technical support, monitor and manage your IP reputation, help clean and validate your email data, give you advice on setting up and sending out your campaigns is very important.
There are many companies who will sell you a service and get you setup, but you will find that you are on your own after your check has cleared.
Once you have made it through the process of choosing the right ESP, here is where most will drop the ball. Many do not realize how important it is to put a competent person in the role of the email marketing system administrator.
This role is the key to the success of any email marketing system and whether you make money or not. Many times I have seen this job left to an intern or a receptionist, who hasn’t had experience, training or grasps the type of performance required and thus the program fails.
This is tantamount to letting a monkey with a wiffle bat rebuild the transmission in your car or manage your 401k. You can have the best email marketing system, with white listed IP’s, great deliverable data and the best converting offers on the planet, but if you don’t have the right person running the program, there is no chance to make money.
Think of your email marketing strategy as if you were baking a cake. Each ingredient in the recipe is important to the success of the cake as a whole. If you omit one ingredient like sugar or flour, your cake will not be the success you thought it would be.
Likewise, if you skip one of the important steps in your email marketing strategy, you will not get the deliverability, results or ROI you expected. If you do your homework, you’ll be mailing into the world’s inboxes while munching on the best chocolate cake you have ever had and getting paid for it.