Deliverability of your emails depends on so much more than a recipient’s spam filter and the content of the email. Adestra knows that improving deliverability is a multi-stranded approach – clients can implement the most effective strategy and have the most sophisticated creative and data processes, but if emails do not get to recipients the campaign will not reach its potential.
Deliverability is a process and it encompasses design, copy creation, making your data collection and management more effective and the measuring and reporting of results.
Our approach to deliverability
Adestra is unique. We have our own in-house deliverability team, based in our Oxford office, which is supported by email deliverability specialists Return Path and Litmuss. This creates a package of service and support that gives your emails the best chance of arriving in the destination inbox. Our deliverability team receives updates every 30 seconds to monitor industry blacklists, we use multiple methods to ensure none of our clients are affected by potential delivery issues.
Client Data Questionnaire Process
Each new client must complete and successfully pass a data questionnaire when at the start of our working relationship. This has two main purposes. Firstly, to enable the deliverability team to analyse client’s needs and produce recommendations for ways to maximise delivery for your email marketing. Secondly, the process allows us to identify any potential clients with bad data processes and a history of issues relating to negative sending. As a company, we choose not to work with any companies sending unsolicited email as we do not want any of our clients to be associated with potentially bad senders.
Data Health Analysis Tool
Adestra’s development and deliverability team created a unique tool, which is part of MessageFocus, that analyses the health of any clients’ data. This identifies any areas for concern including the number of non-deliverable addresses, any generic emails addresses, harvested email addresses and will even calculate the percentage of home users versus work based users in your database. This tool aids us to determine the best possible sending methods for each client.
Sender Score Certification is a recommended way of improving deliverability. Adestra works with ReturnPath to offer various certification schemes to help you to get your emails delivered. Sender Score Certification provides ISPs with a white-list of trusted senders who meet high programme standards, so ISPs can let their mail through with confidence. Certified senders get higher delivery rates – and that means higher response rates.