Engagement rates’ impact on deliverability: reveal it via Folderly email spam test usage

Definitely, using the world’s trusted spam email checker – Folderly’s one – helps solve lots of problems. Nevertheless, that’s not the only thing Folderly has always aimed at. We have always believed that an email spam check should be accompanied by understanding why to run it. And of course, knowing those key aspects that b2b stands on. One of these aspects is the email engagement rate. When in the middle of a cold email campaign, a spam word rate test and deliverability rate one isn’t the only tests to run. The success of a campaign is also measured by how many emails sent by you are opened, responded to, etc. Why read this article? In this review, we have tried to answer such frequently asked questions about email engagement rates as:

  • what email engagement rates are;
  • ways to measure them properly;
  • what to do when email engagement rates are too low;
  • why it’s important to warm up one’s mailboxes;
  • how not to let email engagement rates go down again.

Basically, the email engagement rate is a mixture of a company’s email open rate plus the positive reply one. Any b2b marketer sees to it that this metric is always monitored and analyzed.

All successful email campaigns have high delivery rates. “To test them with what software?” is a really frequently asked question, especially at the Folderly website. And every such question gets the same reply from our experts: here’s a great software by ourselves.

A powerful email spam checker tool free of charge for seven days – that’s what Folderly offers to each client. And one of our checker’s functions is to help users in monitoring their email engagement rate. In fact, the engagement rate is what inbox placement depends on. A good engagement rate means that the majority of the letters you send pass a test for spam on the recipient’s side are opened and read.

Let’s point out another important thing: email engagement rates matter not only to marketers. ESPs monitor this metric to decide if this or that user should be considered a legitimate and genuine sender. Many EPSs have special tools to carry out the monitoring of email engagement rates. This special software assesses the key elements of each user’s email engagement rate. Among those elements are his:

  • open rate;
  • click rate;
  • dwell time;
  • spam redirect rate;
  • response rate;
  • forward rate;
  • complaint receipt rate.

As a product of the famous b2b lead generation company – Belkins, Folderly perfectly understands the importance of good engagement rates in b2b lead generation. We also know how important it is to know a good way to test engagement rates. Email delivery rate and the email engagement one are key to the success of a b2b campaign. To be so, they have to be assessed and analyzed in a proper way.

That’s where we have to list the kinds of data that are needed for email engagement rate measurement. What are they? Again, they are:

  • a marketer’s open rate;
  • its click rate;
  • how many contacts a marketer has on his sending list.

So, how does a company dealing in cold b2b emailing find out what its engagement rate is like?

For example, a company sends e-letters to 500 persons. Out of those 500, 300 people followed the link in the email. And among the 300 recipients, there are 100 of those clicking on the link in the letter’s body. Therefore, the open and click rates (together they are the engagement one) are found out via a simple equation:

Open rate:

300/500 x 100 = 60%

Click rate:

100/300 x 100 = 30%

Seeing an increase in the generation of a b2b campaign’s sales leads takes caring about the engagement rate. However, do low engagement rates mean that the campaign’s a lost cause? On the contrary, such problems can and should be fixed. How can one do this?

-Run a DNS issue check. Domain health problems can be that very thing preventing your letters from getting delivered. Check the DNS settings of each of your domains and make sure that e-letters are directed properly.

-Look through the contacts on the sending lists. Naturally, if there’s no one behind an email address, nobody will answer your letters. Therefore, it’s crucial that any company’s marketers don’t forget to clean sending lists from inactive users. Such contacts are easy as they don’t reply to emails and show no activity.

-Don’t bail on investing in marketing. There may be users who you get no replies from, but see them regularly open and read your e-letters. Try to encourage such leads by offering them a poll or free consultation.

-Take time and effort to do mailbox warming up. This issue can be present in case a marketer sends b2b campaigns from a new mailbox. Such a hurry will only lead to being blocked by the ESP.

As it was stated above, a b2b campaign for sale lead generation run using a new domain or email account can be dangerous. Any ESP will get suspicious, seeing that a domain that didn’t exist yesterday is sending bunches of messages in all directions. To avoid being blacklisted and considered a spammer, it needs to warm up any new mailbox. Of course, the warming up procedure is quite tedious.

Nevertheless, this approach shows your ESP that you two value the same things: stability and consistency. It’s highly recommended for any marketer to make up and stick to some consistent pattern. There are several aspects that should be noted:

-b2b leads and prospects have to be segmented due to their line of work and behaviour. Such segmentation helps to work out a good sending schedule for each of your contact groups.

-it’s very important to decide how frequently emails will be sent to this or that contact. There’s no need for daily sending; better choose a particular day and time slot for that.

-be cadent. B2b leads are won with just one e-letter sent to them. It takes no fewer than 6 emails to ask a potential client for a meeting without being afraid to scare him off.

Run a regular email spam check and use these hints to keep the engagement rate high

Using Folderly’s spam checker helps to keep email campaigns on track. Lots of our clients have already ascertained that when they saw an up to 90% ROI increase. Running checks with the Folderly software, one always sees some pieces of advice on how to solve this or that issue, including engagement rate problems. Below we’ve listed some good tricks for keeping engagement rates high.

-Respecting clients’ complaints matters. One’s never safe from some clients wanting to leave. Such persons usually ask their business partners to stop writing to them. When this happens, don’t try re-introducing them into your sales funnel. Pushing on such prospects usually leads to their angry reports to the ESP, which promise nothing good for you.

-Building engagement on the sender side is important. It means that a marketer has to be active in his mailbox as well. Not leaving any letters unopened and unanswered is what’s meant here.

-Check out if you are blacklisted somewhere. To monitor this situation, it’s great to use Folderly’s deliverability test that is able to show a user’s status among SpamAssassin. Thus, a marketer will be able to quickly respond and prevent his having been blacklisted from doing harm to the campaigns.

About the author

Andrey Andrianov is a copywriter focused on writing b2b related guides. His articles aim to enlighten readers on what to do when dealing with this or that cold b2b marketing problem.