What ISP look at engagement?
Recipient engagement is becoming more and more important in your ability to deliver email to an Inbox though there is only one ISP that looks at an email engagement at a high level. It's Google.
There is a couple of others that do it as well – primary Microsoft and Yahoo. As to all other global and regional providers, they don't look at email engagement when making Inbox or spam decisions. There are a few reasons why:
When Verizon acquired AOL in June of 2015, they started gradually moving their email accounts ending in @verizon.net to AOL.
They required Verizon customers wishing to keep their @verizon.net email address to request the migration of their account to AOL.
Verizon customers who do not request migration to AOL will have their email accounts closed by April 28, 2017.
When you hit "Send" in your email system or email service provider, your email is transmitted to the outgoing mail server and then to the mail server at the receiving ISP, which then decides what to do with your email based on the sending IP's reputation, authentication, your sending practices, and recipient engagement.
These factors directly influence whether or not your email will be delivered and where it will land (Inbox, Spam, Promotions).
Since the release of GlockApps we have tested hundreds of emails and looked through hundreds of reports.
From our experience, we learned that one of the common causes of deliverability problems, in particular, spam placements, was the message content (providing that you have a confirmed opt-in email list and send relevant content).
In an email marketing world, your brand domain is like your identity in the real life.
It's the thing that allows the recipients of your marketing and transactional messages to recognize your messages. It's the thing that helps you build trust and relationship with your recipients and customers. And you must keep that trust because your business often depends on it.
In an attempt to protect users from spam, phishing emails, and other malware, Gmail implemented a new security mechanism that identifies potentially harmful messages from unauthenticated senders and warns users about them.
This update will help Gmail's users differentiate messages received from legitimate marketers and malicious senders, prevent phishing attempts and keep spam out, ultimately freeing up Inboxes for good emails.
Email authentication is becoming a big deal. Authentication allows the mailbox provider to confirm that the sender is the one who he pretends to be. If authentication fails, the emails are likely to be filtered as spam or rejected.
Let's be honest: email marketing is nothing without deliverability. Don't believe anyone telling you otherwise. If your email is delivered, it can be seen, read, and clicked on. And if you can increase your email deliverability by even just 2-3%, it can significantly increase your ROI.
But considering smart filtering systems employed by mailbox and Internet service providers, achieving high deliverability rates is not easy.
In this post, I give a little bit of theory about email delivery so that you can get a general idea about email concepts, good and bad sending habits, and email spam checker tools you can use to monitor your reputation and deliverability and determine possible causes of deliverability issues if they happen.
Deliverability is the cherished dream of email marketers. You only waste your time and money that you spent for preparing and sending an email campaign if your email doesn't reach your subscriber's Inbox.
GlocApps tracks and reports on deliverability with its Inbox and spam rate metric. Very few email marketers achieved the Inbox Placement rates of at least 90%. The average of Inbox Placement performance for the last 30 days is 76%, calculated based on the email activity of all our customers.