Tips & Tricks so that e-mails arrive
There are tools that can be used free of charge to check whether the SPF record or the DKIM entry has been made correctly. One of these tools can be found at https://bit.ly/OMRToolbox.
Of course, it is also possible to set up a sub-domain that allows the monitoring of the sending IP. The advantage of using such a subdomain is that domain-based certification filters can be bypassed at the same time. In addition, the use of a subdomain can have a positive effect on the reputation protection of the main domain and increase the deliverability of transactional emails. It also ensures that e-mails from your own employees are delivered smoothly.
Monitoring can be influenced by certain tools, some of which are free of charge. This makes it possible to directly influence the reputation, for example to prevent undesirable developments. To determine the sender reputation, the sender score can be calculated under the link https://bit.ly/OMRSenderscore.
In order to increase the rate of deliverability, it may also be useful to regularly check and optimise the distribution list. Inactive subscribers should be removed. Frequent sending of e-mails to segments with conspicuously high response rates can also improve deliverability. However, caution is advised with so-called SPAM traps. These are e-mail addresses disguised as users, which some providers of e-mail mailboxes use to evaluate the quality of an e-mail sender. However, SPAM traps can result in the sender being blocked by the respective provider. Further information on SPAM traps can be found at https://bit.ly/Optivo.
E-mail clients
The different e-mail clients of the users can be a problem for the sender of an e-mail, because the sent e-mails are not always automatically displayed as desired. The display varies from e-mail client to e-mail client. In Germany, however, there are e-mail clients that are more successful than others in terms of deliverability and template design. These include GMX.de and WEB.de (both United Internet). With these two clients, the probability is quite high that newsletters and also other e-mail products reach the inbox and are not filtered out beforehand. Gmail or even Telekom are lagging far behind the dominance of United Internet.
In order to find out how your own distribution list is composed with regard to e-mail clients, it should be regularly checked and analyzed, also with regard to deliverability and templates.
In addition, there is the so-called filtered inbox, which is mainly available to Microsoft users within Outlook (“Clutter” folder or “Focused Inbox”). This filter (grey filter) sorts incoming e-mails into different folders according to relevance. This is a major problem for many e-mail marketers, especially in the B2B context, because the aim is to prevent their own e-mails from losing relevance and possibly not even being read. However, this problem is also already known in the B2C context. Gmail has introduced the “New Inbox” so that newsletters, for example, are sorted directly into the “Advertising” folder. A study conducted on this topic can be viewed at https://bit.ly/OMRReturnpath.
The only way to bypass this filtering and ensure delivery to the user’s inbox is to make the recipient actively move to the inbox.
