Email marketing is one of the most effective and cost-efficient ways to turn your prospects into buying customers.
Sending regular emails to your subscribers can help you build a better relationship or a deeper connection with them even when they are halfway around the globe.
Regular correspondence builds trust – even when subscribers don’t respond. Just you, regularly giving nuggets of wisdom or information is enough for prospects to get to know you.
One trouble, however, that some email marketers experience is a high bounce rate.
Bounce rate is the metric that indicates how much of the email you sent bounces back to you. It’s as bad – or probably even worse – than landing in the spam folder.
If your email ends up in spam, there’s still a little chance your subscriber checks his or her junk folder and sees your email.
There are two types of bounces: the hard and the soft bounce. The soft bounce is a temporary issue. It could be that the recipient’s inbox is currently full or that there is an error with their server.
When the problem is eventually fixed, the subscriber can easily receive emails from you again.
Then there’s the hard bounce. Hard bounce issues are permanent.
These emails are either invalid or abandoned. This can be because they have been deleted or dormant, or you keyed in the wrong email address.
Bounce rates should be kept to a minimum as much as possible in order to get a better ROI for your email campaigns. Here are some tips on how to achieve that.
Make sure you’re sending emails to those who opted in
An email marketing campaign will work if you have permission from your audience to actually send them emails.
That means that they should have voluntarily opted in through your landing page or website.
Having a good captcha system can also help make sure that an actual person is signing up as a subscriber rather than a bot.
Sending emails to those who have not given you consent, like scraped, third party, or purchased emails, can spell trouble for your bounce rate.
These recipients can mark your emails as spam and would therefore hurt your email reputation.
This can also result in a higher bounce rate after a while because email providers may automatically tag you as spam.
Refrain from using incentivized email sign ups
Sometimes, people give their email away in exchange for something or to compete for something.
One example would be an online competition or raffle where people can enter in exchange for their email address.
Another would be connecting to a free WiFi which would require them to key in their email address in order to use it.
These people may have given their details freely, but they did not exactly give permission for you to send them emails.
This can again lead them to tag you as spam.
Plus, in cases like these, people are likely to give an old or abandoned email just to be able to get the incentives without having to worry about receiving emails from you.
Send emails regularly
Once your prospect opts in, make sure that there’s an email headed his or her way immediately.
A welcome email that is sent too late can make your supposed subscriber forget he or she signed up for your emails in the first place.
If that happens, you are again increasing your chances to be marked as spam.
Sending emails regularly can also help you frequently check on your bounce rate.
Some people often change emails or abandon old ones.
If say, you send emails every week, you’ll have a weekly chance to clean up your list.
Removing an email address or two won’t overwhelm you.
But say you send emails only once every three to four months. Imagine how much more emails could have been abandoned after the last time you sent something.
You’re more likely to find more bounced emails this way and might cause you to feel overwhelmed to clean up your list.
Write quality emails
It goes without saying that a successful email marketing campaign doesn’t happen by just writing something in random and then hitting send.
While the end goal of email marketing is to get your subscribers to buy your product or service, that doesn’t mean that all you send out are emails to sell, sell, sell!
Write something your target market would love to read. Send them something that can entice them to engage with you, or at the very least – get them to keep reading your emails.
If your subscribers get annoyed at the things you send, they will likely mark them as spam or delete them without even reading first.
That’s not going to look great for your reputation.
Use a list verification tool
If you’ve neglected your list for quite some time, chances are high that a big percentage of emails from your list are now dormant.
This is a consequence of not sending mail frequently – but, hey! Forgive yourself for slacking and start committing to writing regularly again.
But before you start resending emails to your list, try using a list verification tool such as Email List Verify to decrease the chances of you getting a high bounce rate.
This little preventive measure can help you keep a better email reputation.
Sending email campaigns are a lot of work.
You go and curate the right message, come up with a good headline, and possibly even create nice visuals.
So it’s highly frustrating to see a high bounce rate moments after you hit send. You go through all that work but your message doesn’t reach your market!
High bounce rates can also spell trouble for the future of your email campaigns.
It can damage your reputation and cause email service providers to eventually tag you as a spammer.
So whether you’re using a free or paid email service, learn to monitor your bounce rate and nurture your list.
Take the necessary actions to make sure none or at least very few emails end up bouncing back to you.