Published: 7 October, 2012

How Do They Do It? 100% Delivered Emails To Financial Institutions

Email deliverability is a poorly understood subject.

It’s easy to get distracted or confused with all of the articles on the web in regards to email marketing and deliverability. Most email marketing experts consider following ‘best practices to be your best bet.

Yet is that having an effect? 

It’s a scary fact, but about 40% of legitimate commercial and financial emails never reach the inbox. Email filtering is a constantly changing battleground for most financial institutions. Some banks even send received email to a ‘black hole’. What this does is to make it look like your email was accepted and delivered to the recipient when it never actually reached its destination. The bank’s mail system just accepts the email and then dumps it. The problem that arises is that you think your email was delivered and you have no reason to believe there is a problem because there is no bounce codes returned to let you know there’s an issue! This is one of those impossible problems to deal with when it comes to email delivery. How can you remove a hard bounce if you don’t know that it was a hard bounce, as the ISP doesn’t tell you?

In fact, the word ‘delivery’ is very misleading. For most reports, it’s simply a measure of the bounce rate. Inbox deliverability is a different number and reflects the percentage that actually reaches the inbox. Just because your message was delivered doesn’t mean it was delivered to the inbox.

As with any email marketing campaign, it’s all about engagement. Actually, it’s always been about engagement; that is what the complaint data (clicks on the ‘report spam’ button) reflects. This then affects your ‘sender reputation’, which in my opinion, is the most important factor in getting your email delivered to the inbox.

What is sender reputation?

Sender reputation is anti-spam functionality that’s used to block messages according to certain characteristics of the sender. Sender reputation relies on data about the sender to determine what action, if any, to take on an inbound message. The IP address of the sender is scored and that score is used to determine if your sending practices are good enough for an email server to accept your email. Without getting into too much technical detail, sender reputation is based on your email volume, consistency of your sending patterns, complaint rates, bounces, spam trap hits and content. Essentially your reputation dictates your deliverability.

 
However, getting emails to the inbox 100% of the time is possible. At ProFundCom we have successfully provided 100% email deliverability to our financial clients by implementing industry specific processes to ensure the delivery of emails to the recipient’s inbox.

 
So, you can achieve that magic number!

If you want to find out how ProFundCom can help you use digital marketing to raise assets schedule a demo here

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