Mastering Inbox Success: Unlocking the Secrets of Email Deliverability and Sender Reputation
Surveys indicate physicians and other healthcare providers (HCPs) are interested in receiving healthcare marketing — and receiving it mostly via email. This is great news for you as a healthcare marketer; however, all your efforts could go to waste if your emails end up in the dreaded spam folder.
That’s where sender reputation and deliverability come into play. Understanding how they work is key to ensuring your messages land in the inbox — especially with inbox providers like Gmail™ and Yahoo enforcing stricter policies.
1. Reputation is Everything
Over time, your internet provider (IP) will build its sending reputation, which directly impacts your deliverability rates. Good sender reputation is based on:
Data quality
Maintaining an engaged audience
Adherence to best practices
Versatility in a changing landscape
So how does it work? Email servers have a unique IP address to identify, assess, and evaluate the origin of an email, plus attribute a reputation to that IP based on factors such as:
IP age
IP location
Content
Email volume and frequency
DNS pointer (PTR) records
Existence on any significant blocklists
Knowing how to monitor your sender reputation will not only help you avoid the spam folder but also enhance your brand’s credibility and trustworthiness. Be sure to proactively monitor all email sends, your inbox deliverability rate, your spam complaint rate, critical blocklists and spam traps.
2. The Connection Between Reputation and Deliverability
Email deliverability is determined by a variety of factors:
Engagement of your target audience
Spam traps
Volume of emails sent
Email content
Altogether, these deliverability factors result in your sender reputation score or IP score. The higher your reputation score, the higher the chance your emails land safely in the inbox. The lower the score, the more likely it is that a significant percentage of your emails aren’t getting delivered to your intended audience. That’s why it’s important to engage with a proven resource such as MMS.
3. The Importance of List Management
The best lists start with the industry’s best data. MMS data is carefully sourced and curated from the nation’s leading healthcare professional associations and trusted industry sources. This ensures you’re working with the most complete and accurate data which, in turn, can help drive your open rates.
And since open rates are another indicator of your sender reputation, maintaining an engaged audience is key.
But what about the unengaged recipients on your list? They can actually lower your stats and reputation with each email you send. In addition, they can also be a source of spam traps. With this in mind, the faster you can clean up your list and remove (i.e., sunset) these unengaged recipients from your programs, the better. Reducing the number of opt-outs, hard bounces and unengaged recipients from email lists can also help your automated email programs run faster.
4. MMS Support
Maximizing the success of your email marketing campaigns requires effective sender reputation and deliverability strategies to help your emails reach your target audience. MMS’ NOWW Platform assists you in maintaining stellar inbox placement. It has deliverability and blocklist monitoring, bounce management, and other tools to maximize email deliverability and safeguard sender reputation, so you can reach your intended inboxes with ease.
Why MMS?
With more than 500 million sends under our belt, MMS knows what works and what doesn’t in healthcare email marketing deployment. In fact, email deliverability is at the core of what we do — consistent 98% deliverability proves we do it well. Our NOWW Platform will help you stay two steps ahead of the latest trends and changes, enabling you to keep success in focus and leave worry behind. Count on us to help you do all the right things exactly the right way — so you can get the right results, time and time again.
Contact us today to get started.