Here, we focus on the impact of rates of complaints on the « deliverability » equation of an emailing campaign. The following advice will help you to optimise the performance of your campaigns.

If you send your campaign to a unique segment indiscriminately (without taking into account responsiveness, interest, etc.), the least receptive users to your offer may file a complaint immediately following the mailing.

From then on, if the rate of complaints exceeds 0.4%, the rest of your emailing campaign may be classified as « Spam » in your readers’ email by the relevant ISP.

How can you optimise your emailing campaign?

Categorise and isolate recipients easily according to their behaviour (opens, clicks, buying, etc.)
The idea is to segment your database by the level of responsiveness, then to prioritise the mailing time of the campaign to the segments: from the most active to the least active.

Example of optimal configuration for building customer loyalty:

• Active Segment 1 : VIP clients
• Active Segment 2 : clients
• Active Segment 3 : prospects + opens
• Active Segment 4 : prospects + non-opens

Example of optimal configuration for building customer loyalty:

• Active Segment 1 : opens — clicks
• Active Segment 2 : opens — non-clicks
• Active Segment 3 : non-opens

However, you can begin by segmenting your database into only two groups of people based on level of responsiveness. In general, if all of the other reputation criteria are correct, you will already notice an improvement in your deliverability rates.
By this technique of segmenting and prioritising mailings, you can make sure that the recipients with potential (the most responsive) are receiving your email in their Inbox.

Our clients who use this technique have reported a net improvement in their deliverability rates!

>> MailPerformance Deliverability Services
>> MailPerformance Deliverability Assets

If you would like more information, please contact us