Maintaining good deliverability starts with your data acquisition practices.
Poor quality sign-ups such as invalid addresses and unengaged subscribers can lead to poor deliverability, impacting your ability to send to contacts who want your emails.
Setting the right expectation with contacts at the point of sign-up can reduce the number of contacts who later unsubscribe or complain on the welcome email or first broadcast email received.
Use language that makes it clear contacts are opting into your marketing.
Tell the contacts what they can expect to receive, what the benefit is to them and where possible the frequency of mail they can expect to receive.
- Sign up to receive email updates on product announcements, special promotions, sales and more.
- Subscribe to our weekly newsletter and receive 10% off your first purchase.
- Be the first to know about our exclusive offers. Sign up now.
This is especially important when offering an incentive or running a competition as contacts may not realise they are opting into marketing.
You can use the content box to make this clear, using wording such as:
- When you sign up to our newsletter
- Subscribe to receive your discount
- Sign up to our newsletter to enter.
You should regularly check the quality of the contacts signing up through the overlay.
If you send a welcome campaign you can use the data available in campaign performance to monitor changes. Performance changes to look out for are:
- Increased bounce rates
- Reduced open rates
- Increase unsubscribe rates
- Increased complaint rates
See also: Bounce management in Ometria
If you don’t send a welcome campaign, you can still look out for the same performance changes in broadcast campaigns.
The easiest way to do this is by setting up a variant in your broadcast campaigns for new subscribers. You can then look at the deliverability metrics for an individual campaign in the contact analytics tab.