[SMK] Social Media Knowledge

DIGITAL MARKETING NEWS

How to improve deliverability to Gmail

Gmail is one of the largest and most popular email platform segments. For many B2C organisations, Gmail can easily make up over 35% of a database.

In order to maintain healthy email engagement, achieving a good Sender Reputation to Gmail is crucial for any successful email marketing operation.

Best practice

Poor ratings on your Sender IP and Sending Domain can result in Gmail imposing penalties on your emails, including flagging your email as spam and not delivering the emails to recpient inboxes.

Gaining visibility over your Sender Reputation allows you as a marketer to better fine tune your campaigns to ensure good engagement.

Therefore, Gmail have developed tools for marketers to monitor their activity. Simply Google Gmail Postmaster tools to get set up.

Stay sticky

Google also likes customers to stay sticky to their product ecosystem. Google Plus is one way to strengthen your sender reputation with Gmail.

On top of improved deliverability, an added benefit of linking your Google Plus profile to your domain is the ability to customise your logo that appears within a recipient’s Gmail inbox on the mobile app.

Bucket list

Google have also setup guidelines that email marketers should try to adhere to. Below are some points to adhere to:

·      Provide a URL based instant unsubscribe option

·      Avoid using a reply-to email unsubscribe method

·      Avoid using URL shorteners or URL redirection services (i.e Bit.Ly)

·      Explicitly indicate the email address subscribed to your list.

Engagement

Finally, the biggest deciding factor on your Sender Reputation to Gmail is going to be engagement. If your subscribers are not reading or clicking on your emails, your engagement will suffer and Gmail will recognise that.

Therefore, it is important to ensure that the content you send to your subscribers will be of value to them.

Don’t be afraid to purge subscribers that show extended patterns of inactivity. Keeping inactive subscribers will only make it more difficult for your emails to be delivered and potentially preventing active subscribers from receiving content.

ABOUT THE AUTHOR
Wei Tan has over eight years digital marketing experience and is currently Co-founder of email marketing agency The Orchard. Wei has a passion for email marketing and works closely with some of Australia’s best known brands in developing tailored email marketing programs focused on delivering solutions based on three core principles: Growth, Conversion & Retention.

The Orchard provides email marketing services, including creative, strategic and campaign management.

Learn with SMK through March

Start your SMK: Digital Excellence 30-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally.

March's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST
  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.
Weekly Technical Labs: Google Analytics 4 on Wednesdays from 1 pm – 2 pm AEST
  • Technical Labs explore the technological process and workflows related to key digital marketing activities.
SEO Made Easy Masterclass on Thursdays from 10 am – 12 pm AEST
  • Module One: 2024 Search Engine Optimisation (SEO) Trends, Challenges and Opportunities
  • Module Two: Understanding Technical SEO, User Experience & Google Search Console
  • Module Three: On-Page SEO, Website Copywriting & Content Marketing
  • Module Four: Off-Page SEO, Local SEO & Google Business Profile Optimisation
Digital Marketing Evaluation Masterclass on Fridays from 11 am – 1 pm AEST
  • Module One: 2024 Ads Trends, Landscape and Opportunities
  • Module Two: Social Ad Reporting, Evaluation & Campaign Optimisation
  • Module Three: Advertising Strategy, Targeting & Campaign Planning
  • Module Four: Social Ad Creative, Copywriting & Campaign Testing

Leave a Comment