Email marketing is on the rise even in 2016, reasons can be several, one may say due to the high ROI or as being one of the most efficient direct marketing channels. But the high ROI can only be ensured, when the things are moving right towards the mark. A lot has already been written on internet about this topic. But what’s unique about this blog is that I’ll try to give instances on how practically Mumara helps to accomplish the suggested course of action. Let’s delve into the topic, side by side by exploring the options within Mumara.

There are certain prerequisites of getting good open rates, you need to make sure that your emails will hit the target inbox, the recipients are interested to listen from you, and the content has the value for the recipient. There are two parts of this blog actually; the first one will discuss the things that matter, even before the planning of email campaign’s content, recipients’ block and other using tools to optimize open rates. This first part covers the basic of getting good open rates, and that is “Your Email Should Hit the Target Inbox”.

Rely on Double Opt-In Email List

Since the single opt-in process can have anyone signing-up for your mailing list, even using fake email addresses that never exist & response, double opt-in email list is the highly recommended practice to follow. It ensures that people with real email address are interested to listen from you that certainly increase the chances to achieve better open rates. It also reduces the chances of possible hard bounces that you may receive in return of sending to a single opt-in email list, or number of complaints for sending to other lists, compromised for spam traps and invalid email addresses, i.e. purchased lists, rented lists, or scraped list.

Mumara well recognizes the importance of using a double opt-in email list as one of the essential steps for improved results. The built in subscription forms within Mumara help collecting subscriber information by selecting the option to follow double opt-in process of subscription. You just follow the step by step, well knitted process within Mumara to create subscription form, where the double opt-in process is built in.

  • Setup Basic Information and Fields for Signup
  • Setup Confirmation Action and Content for the Signup to Confirm Email
  • Setup Thank You Email Content after the Primary Email Confirmation Process is completed
  • Finalize By Creating Content for Possible Error Message

Configure you System Appropriately

How can you wish for good open rates, without giving your email message an ability to reach its target that should obviously be the recipient’s inbox? The selection is easy, if you are sending from a hosted email service provider, where you don’t need to maintain server side systems, IPs, and complex measures of configuration. It just needs some research over the internet to collect a list of email service providers with high email delivery rates, subscribe to one of them, and there you go.

However, the things turn bit technical and somewhat complex, when it comes to setup self-hosted email marketing infrastructure. You need to go through from all configuration levels, for the ISPs to conclude that the emails are coming from legitimate source, having IPs with good reputation, and the spam filters need not be triggered.

There are certain industry standards and preconditions that your email message and its sending source should meet, in order to get it delivered smoothly. And if you are configuring your system using Mumara platform, it will offer good deal of assistance to take majority of these measures.

Configure SMTP Server

SMTP Configuration

If you are using SMTP service provider, or cloud based SMTP services, Mumara helps to seamlessly integrate and manage available SMTPs. From Amazon, SendGrid, to theSMTP, you will be able to use and manage wide range of preferred SMTPs.

SMTP Server

If you are configuring your own SMTP server, using commercial MTA like PowerMTA, Mumara does it even more efficiently. Mumara has automated majority of the complex PowerMTA server configuration work, with its detailed module for PowerMTA configuration and Remote Bounce Processing.

IP Warming Session

New IP is considered having no sending reputation, and undergoes from strict scrutiny, unless the ISPs conclude that the IP has implemented all measures to ensure the legitimacy of its sending source and message. There are certain practices and sending patterns that you are required to follow during the process of warming up an IP address. Mumara incorporates one of the most valuable options for IP warming session. Between the two options for keeping the SMTP connection persistent during sending, and non-persistent loop sending, the latter is specifically design for the IP warming session. Spam filters more likely to suspect the bulk behavior, when a new IP send bulk email messages to a certain group of people. The following blog discusses more about loop sending.

Loop Sending

IP Reputation

When it comes to deliverability, IP reputation holds a key importance. If the sending IP has been blacklisted, and you being unaware keep on sending from it, you more likely to miss the target inbox. Whether you are using cloud SMTP services, or have configured your own SMTP server, Mumara offers you the ability to keep monitoring the reputation of your sending IPs across the blacklists. Proactive monitoring approach followed by the ability to automatically deactivate the listed IPs, really helps keeping the sending IPs in the best condition to ensure deliverability.

IP Reputation Monitoring

List Unsubscribe Header

The header of your email contains valuable information for the recipient as well as for the ISPs and spam filters. Offering your recipients easy ways to unsubscribe from the mailing list, has always been regarded a valuable practice. It has now become a largely known fact that spam filters, and ISPs do consider it a favorable practice to add list unsubscribe header. Mumara lets you to add both, link based unsubscribe option and also the email based list unsubscribe header option in the application settings.