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Let John Arnold show you how to get the most out of email marketing campaigns. This course offers strategies for building a quality list of subscribers and maintaining a company's brand and reputation by complying with spam laws, creating valuable email content, and ensuring emails are branded consistently. It also covers crafting marketing emails—from format and design to content—and analyzing the effectiveness of email campaigns.
Email isn't delivered a 100% of the time, but undelivered email isn't necessarily void of opportunity. This section of the course shows you how to deal with bounced and blocked email so you can turn as many negative results into future positives. Bounced and blocked emails are returned to the email sender's email address with code that tells you why the email was blocked or bounced. Of course, email servers don't exactly have a way with words, so I recommend using an email service provider that can categorize your bounced and blocked emails into reports that are easier for humans to interpret.
Bounced reports show you which emails bounced and why they bounced so that you can take the appropriate action. Emails that are permanently undeliverable are called hard bounces. A hard bounce means that the email address does not exist, so it's either misspelled, the email address has been changed, or it's been abandoned by the owner. When you see a hard bounce on your bounce report, you should either contact your subscribers via another method to obtain a new email address or simply delete them from your database. When your email bounce report shows an email return as mailbox full, temporarily undeliverable, or blocked, these situations are known as soft bounces.
Soft bounces may be temporary or permanent, so check your bounce report to see how often a particular email is bouncing. If you notice three or more consecutive soft bounces for an email address, you should treat it just like a hard bounce. If you notice irregular soft bounces, you can try resending your email at a later date. Remember, the best way to reduce blocked emails is to make sure your email list stays up-to-date in the first place. Send an email once every three months or so, reminding your subscribers to notify you or update their subscription profile if they change email addresses.
That way you have a better chance of catching some of the email address changes before they show up on a bounce report. Another preventative measure is avoiding email filters that deliver your email to junk and spam folders instead of bouncing the emails back as undeliverable. In the next section of the course I show you how to reduce filtered email and get more email delivered to inboxes.
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