Our support team handles multiple inquiries of why a member didn’t receive an eMail. When we have DKIM, SenderID, eMail Validation on the clean data list, a permission-based opt-in list, asked the recipients to add your domain to their safelist, whitelisted your domain and/or IP address with any filters on the recipient side and everything else possible to remove any inbox obstacles you CAN control… breathe…. breathe….
….and now you still have to worry about inbox delivery because lack of Engagement with your eMails (opens/clicks) count against you for future inbox delivery. What is an eMail marketer to do? Now what?
Test. Test like you’ve never tested before. Test everything (not at the same time). Start out with subject lines. Move on to test creative, call-to-actions, message content and find out what resonates the most with your own audience. Test using the A/B Split testing features in your HighRoad account.
When it comes to Engagement, testing against your own audience is the ONLY way to conclusively know what works. Members are not one-size-fits-all.
