How to improve the delivery rate of overseas mass mailing: list screening, user quality and data cleaning are all

Many people who have been engaged in overseas customer acquisition in the past two years have a very intuitive feeling: emails can still be sent, but it is increasingly difficult to deliver them; just because they can be delivered, it does not mean that anyone will read them; and if someone opens them, it does not mean that there will be interactions later. Especially in cross-border e-commerce, independent websites,SaaS,AItools andB2BIn development scenarios, many teams’ email volume is getting larger and larger, but the overall effect is becoming more and more unstable.

In the past, when people discussed sending mass emails, the focus was usually on email templates,IP, domain name and sending rhythm. But in recent years, a change has become more and more obvious: more and more teams are beginning to look at the quality of the roster first.

Because no matter how stable the email system is, if the quality of the previous data is very poor, it will be difficult for the later delivery rate to be stable for a long time.

Why are so many email problems not caused by the email system?

When many teams first encounter a drop in delivery rate, their first reaction is usually:

Is there something wrong with the email server?
Has the authority of the domain name dropped?
Is the sending frequency too high?

Of course these factors are important, but after a long time of troubleshooting many projects, it will be discovered that the real problems often appear at the list level.

Because many lists will be mixed with:

Empty mailbox;
Not using your email address for a long time;
Exception mailbox;
Low interaction users;
Expired list.

In the short term, the impact may not be obvious, but when the data scale is large, the problem will continue to be magnified.

The result is usually:

hair more and more;
Delivery is getting worse;
Open lower and lower.

Why“List quality” starts to matter more than quantity

In the past few years, many teams have been accustomed to:

The bigger the list, the better.

Because the logic in the early days was very simple, as long as the volume of sending was enough, someone would convert.

But things are different now.

In particular, overseas email environments are paying more and more attention to:

User behavior;
interactive history;
Send quality.

If a large number of low-quality lists enter the system, even if they can still be posted in the short term, the overall reputation will become worse and worse in the future.

Therefore, for many mature teams, the first thing they do after getting the list now is not to distribute it, but to screen it.

What exactly is data cleaning cleaning?

When many people mention cleaning, their first reaction is to delete duplicates.

But those who really do overseas mail for a long time will handle much more than this level.

For example:

Check for invalid emails;
Identify abnormal addresses;
Filter low active users;
Identify long-term silent users;
Determine user status.

Because what really affects the delivery rate is not just whether the mailbox can be received, but whether the user has long-term behavior.

A person who does not open the mail for a long time, even if he can receive it, will usually have less and less value.

Why more and more people begin to pay attention to user quality

Recently, many teams have begun to add a layer of logic:

Not only screen mailboxes, but also users.

Because the mailbox is just the entrance.

What really generates value later is still people.

For example:

Long-term online users;
Continuously interactive users;
Highly active users;
Long-term consumer users.

Even if the number of these users is small, their subsequent opens, replies, and conversions are usually more stable.

In comparison, although a large number of panlists look large, their subsequent operational value is not high.

Why are more and more teams starting to detect first and then send out in bulk?

In the past few years, many project processes were usually:

get the list →Import system→Start mass messaging.

Now more and more teams have adjusted to:

get the list →Detection→Clean→Tag classification→Send again.

The reason is very practical.

Because advertising is getting more expensive;
It’s getting harder and harder to acquire customers;
Low-quality data is increasingly a waste of resources.

So now many teams will complete it ahead of schedule:

User status identification;
long-term behavioral screening;
Active tag classification.

In actual operation, you can first use Digital Planet for screening number detection, and then combine user status and active tags for further screening. Digital Planet supports free trial screening test.

In this way, subsequent email marketing will be much more stable.

Mass mailings are becoming more and more like"User Filter"

In the past, everyone compared:

who sends more;
Whose list is bigger;
Who sends faster.

Now more and more people are starting to compare:

Whose data is cleaner;
Who has more high-quality users;
Which one has a higher proportion of long-term users?

Because in the future, what will really determine the effectiveness of emails is no longer just the ability to send emails, but the quality of users.

The future of overseas mail will not be about quantity, but quality.

Many teams will find out in the later stage:

For the same 10,000 emails, the difference in results can be very large.

The difference is usually not in the tools, but in the data itself.

In the future, overseas mail operations will increasingly rely on:

User quality identification;
active tag;
long-term behavioral judgments;
High quality data pool.

Because what can really improve the delivery rate is never sending more, but screening first.

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