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Maxemail
offers reports on not just the overall email marketing campaign
results but also by individual domains such as Hotmail, AOL
or BT.
Why
are these reports important?
For B2B email marketers they are not important as very few
consumer domains appear in the list. However B2C email marketers
might see 95% of their list be made up by a handful of different
addresses.
Therefore
it is important to make sure that you are getting good response
from each of these domains which can be judged by looking
at their bounce, open & click-thru rates.
Bounce
Rates
These are important to look at for each ISP for ensuring good
ongoing deliverability. If you exceed a 10% bounce rate with
an ISP on a regular basis you are likely to find the ISP blocking
future email marketing campaigns.
Monitoring
the bounce rate is also a means of ensuring that an ISP is
not rejecting all of your messages due to IP or content blocks.
Open
Rates
Monitoring opens gives you a good indication of the impact
of different ISP’s content filters and junk mail tools.
If the ISP flags the email as spam to the recipient then firstly
the recipients are less likely to open the email and secondly
even if they do open the email the tracking of the opens could
be blocked if images are not displayed.
Therefore
if you have a poor open rate at a particular ISP it may explain
your overall open rate but also encourage you to test the
email next time with the ‘Maxemail Inbox Seeding’
service that tells you if any ISP’s will junk your email.
Click-thru
rates
Click-thru rates provide similar insight into open rates at
each domain. However they also provide more information if
the click-thru’s have been disabled by the ISP.
What
to do to take corrective action?
High
bounce rates
Check the bounce code and description – is it a technical
fault with the ISP? Are you getting messages rejected? If
your messages are being rejected either contact your email
service provider for help or rectify what the ISP has stated
they have rejected you for. However is your data simply out
of date? If so make sure you suppress these bounces in the
future.
Low
open & click-thru rates
Run your email creative through Maxemail’s Inbox Seeding
tool to see if the ISP is classifying the email as junk. Additionally
it is worth checking the IP address your email was sent from
against blacklists as not all ISP’s will bounce the
message if they are rejecting it.
For
more information on Maxemail reporting options click
here.
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