Internet Marketing Digital_marketing_for_dummies | Page 294

Proving subscriber engagement
The best way to assure the Internet service providers (ISPs) that you’re not a spammer is to
prove that you engage your subscribers with every single email you send. If people are
opening your emails, reading what you have to say, and then clicking relevant links, you
aren’t a spammer.
Subscriber engagement rates are based on the following factors:
Your open rate: This rate isn’t the number of emails that are opened, but the
percentage.
Your lateral scroll rate: This rate is how far recipients scroll down on your emails.
Your hard and soft bounce rate: A bad email address is considered to be a hard
bounce. A soft bounce can happen for many reasons, including a full inbox or
accidental flagging as spam.
If you continue to send emails to addresses that reject your mail, you look like
a spammer.
Export your entire list, and send it to a company called BriteVerify
( www.briteverify.com /). This company runs an analysis of your list and tells you
which addresses are definitively good, which ones are questionable, and which are bad.
If you expunge the questionable and bad emails from your list, you’re practicing good
list hygiene and increasing deliverability.
Unsubscription and complaint rates: If you receive high numbers of unsubscriptions
or complaints, examine your campaigns to see whether you’re doing something to
upset subscribers.