Email deliverability¬†is the measurement and understanding of how successful a sender is at getting their marketing message into people’s inboxes. Best practices for before the sned are sources, permissions, and expectations. Measuring your deliverability after the send like engagement metrics and contact churn metrics. Look for trends in deliverability and look at clicks as the proof that your email motivated your recipient to actually do something. An email bounce is an email that for some reason was rejected by the recipient’s mail server. The most common types of bounces include recipient bounces, content bounces, reputation bounces, and temporary failures. Bounce code is a three-digit number that begins with either a four or a five. Bounce message tells you why your message got rejected. Codes that start with a four mean it’s a temporary bounce. You can try again later. Soft bounces. Codes that start with a five means the email address should never be tried again because it will never work. Recipient bounces have a 500 or 550 bounce code. Their message usually tells you this is either no good or never was good. Also called unknown user bounces. Recipient bounces happen when the address was never valid and the address was valid at one point, but no longer exists. Content¬†bounces have a 571 or 554 code. The mail server, anti-spam service, or software protecting the mail server determined that your content was kinda gross. Why content bounces happen include they didn’t like something you linked to, you didn’t have enough actual text content in the email, your email copy looks like content that folks have previously marked as spam, and your email copy was loaded with spelling errors. Content bounces are some of the bet hard bounces because you have a chance to recover later.¬† Reputation bounces are some system between you and the recipient’s mailbox made a judgment call based on your reputation and refused to deliver the message. The bounce codes are either 571.554, or sometimes 471. Temporary bounces or sot bounces can mean that folks protecting your recipient’s inbox aren’t quite sure what to make of you, so they’re¬†taking a wait and see approach. Direct complaints are super sam complaints. Email rates are the number of folks who are either opening or clicking divided by the total number of people you’re sending to. The quickest¬†way to be a better sender is to stop sending to folks¬†who are not into you. If unsubscribers¬†go down, and engagement is down, you’re not getting into the inbox. Bounce rate should be 1% or lower. Beware if your bounces are from the same source, form, list, or conversion type. Four step plan for recovery applies the sources, permissions, expectations framework. Focus on your successes. Slowly add back in folks who haven’t engaged yet. Permanently suppress folks who haven’t engaged in the past. Four step plan for recovery to apply the sources, permissions, expectations framework, focus on your successes, slowly add back in folks who haven’t engaged yet, permanently suppress folks who haven’t engaged in the past years.

Nurturing is helping someone grow. Establish a relationship by building trust. 63% of companies that are outgrowing their competitors use marketing automation. Best practices for lead nurturing are to decide how to use lead nurturing for your business, learn how to build a great individual workflow, and communicate with your leads based on their behavior. Traditional lead nurturing is converted lead, nurture, qualify, and pass to sale. Sales-first lead nurturing is converted lead, sales connect, nurture, pass back to sales. Lead nurturing as a gatekeeper is convert a lead, nurture, pause, and try again. The approach you select will depend on several factors:

  • How many leads do you get each month?
  • Through which channels do you get generate those leads?
  • Do you have a sales force? If so, how many reps do you have?
  • What is your business model?
  • How long is your sales cycle?

Appropriate lead nurturing goals include attending a webinar, download, and ebook, guide or offer, request a consultation, view a case study, and start a free trial. Nurturing email types include establishing trust, additional downloads, gaol action, and breakup goal action.  Behavioral email is sending targeted emails to your contacts based on their actions and behaviors. Automatically send emails based on triggers is the best way to improve email engagement with behavioral targeting. Do behavioral email by tracking how people interact with your business online, determine the important actions a user might take, and start a conversation with a user based on that behavior.

Behavioral email examples:

  • Lead submits form -> confirm download and link to content
  • Lead views case study page -> send most popular case study
  • Lead hasn’t viewed in 90+ days -> send email saying you miss them and link to best blog posts

Behavioral emails are timely, personal, and action-based.

Goal: To request a consultation

  • Starting Criteria: Download an ebook offer
  • Step 1: Send blog post
  • Step 2: Send case study
  • Step 3: Send offer to request consultation

Goal: To have people attend your webinar.

  • Starting Criteria: Signing up for your webinar
  • Step 1: Send a 30-day reminder email
  • Step 2: Send a 15-day, valuable content email
  • Step 3: Send a day to reminder email
  • Day of Webinar
  • Step 4: Send a thank-you next day email


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