Have you noticed a change in your open rate since you started using the autoresponder from systeme.io ? This phenomenon is more common than it seems and can be explained by several factors. Let's look together at possible reasons for this change.
When you send an email to an Internet Service Provider (ISP), you create a "footprint" based on several elements: the domain name, email address, links, IP addresses used, etc. Over time, these elements form a "sender profile" to which a reputation is assigned. This reputation directly influences the ranking of your emails in the recipients' inbox (primary tab, promotions, spam, etc.).
What is a sender's reputation?
A sender's reputation refers to the perceived quality of their email sending practices, and it directly influences an email's ability to reach the primary inbox of recipients. A good reputation score enhances email deliverability, meaning their ability to avoid secondary folders like promotions tabs or spam folders. Note that the "delivery" of an email simply means that it is received by the destination server, while deliverability goes further by ensuring that the email arrives in the primary inbox.
How is the deliverability rate and email placement determined?
The deliverability rate of an email is calculated by dividing the number of successfully received emails by the number of emails sent. For example, at systeme.io, our delivery rate exceeds 99%. In contrast, the deliverability rate measures the proportion of emails that go directly to the inbox. Once the email is delivered, it is up to the email service provider (like Microsoft, Gmail, or Yahoo) to decide in which folder the message will be placed, based on its own algorithms and the recipient's habits.
Factors affecting a sender's reputation
- IP address and domain name: The reputation of the IP address used to send emails and that of the domain name are crucial. If you use an autoresponder like systeme.io, the management of the IP address reputation is handled by the service.
- Links included in emails: Links must be consistent with the content of your emails and come from trustworthy domains. Suspicious links or those associated with spam activities can harm your reputation.
- Email content: The similarity of the content with other emails already received by the recipient can also affect deliverability.
- Transition to a new autoresponder service: By switching autoresponders, you alter the technical infrastructure, including IP addresses and email header configuration. This results in the creation of a new sender profile and, consequently, a reset of your reputation. Even if you keep the same domain and content, it takes time to rebuild a strong reputation with ISPs.
Impact on email open rates
During this transition phase, it is possible that your emails are temporarily directed to the promotions tab or even to spam, thus affecting your open rate. This rate may fluctuate, increasing or decreasing, until your new sender profile is established.
Tips for maintaining a good reputation
- Send emails first to the most engaged contacts: Target recipients who regularly open and click on your emails. This sends a positive signal to ISPs and improves your reputation.
- Maintain a clean contact list: Ensure that you do not import unsubscribed or inactive contacts. Good hygiene of your contact list is essential for optimal deliverability.
- Keep the same domain and email address: Do not change your domain or email address if they have a good reputation. If you need to change due to deliverability issues, a warming process should be done, and you should start sending emails gradually.
- Send emails gradually: Start by sending small batches of emails and gradually increase the volume to avoid being considered a mass sender. For example, "Gmail.com" considers a sending to be "massive" as soon as a sender sends more than 5000 emails/day.
- Avoid testing multiple autoresponders simultaneously: Testing several services at once can create conflicting sender profiles and skew results.
- Encourage positive interactions: Encourage your contacts to open your emails, click on links, and mark your messages as "not spam" if they are in the junk folder.
These recommendations will not only help you understand the variations in your statistics when changing autoresponders but also help you adopt best practices for maintaining a good reputation and strong deliverability.