In this email industry news roundup, we cover a white paper on accessibility standards in email marketing for 2019-2020 as well as the reason why it’s important to a business’s bottom line and a report on senders reputation.
“A bad email reputation is like a hangover; hard to get rid of and it makes everything else hurt.” – Chris Marriott
In this article, we’ll cover the following most recent email industry news:
- Find out the ROI of making accessible emails and the impact it can have on your bottom line
- A study indicates drastic improvements to managed inbox optimisation
- MailChimp can’t shake off the bad mojo as issues with the service keep piling up
- Constant Contact seems to have taken the wrong page from the email marketing playbook as problems with its customer support persist
Let’s dig in.
Accessibility Standards In Email Marketing 2019-2020
Have you ever wondered if your brand is creating emails every subscriber can read and understand?
In order to know the answer, you must first be aware of accessibility standards. And, in order to get that knowledge, we’d like to recommend a white paper from our friends at Email On Acid.
It will help you find the ROI of taking the time in creating accessible email – the impact it can have on your business’s bottom line. Plus, you’ll get the latest design and development practices from ADA-compliant emails.
Why is it important? Well, abiding by these standards will help in ensuring your message connects to each one of your subscribers in a meaningful way. You can download the Accessibility Standards In Email Marketing white paper here.
2019 Sender Score Benchmark Report
Email optimisation and deliverability are critical to marketing programs and a new report from Return Path [free registration required] indicates that marketers are starting to pay closer attention to the key factors that help their email reach the intended inboxes. The study analysed 4 trillion emails sent during 2018 from IPs with calculated sender score and whose subscriber engagement and inbox placement data were available for analysis.
Some of you might not be aware of this but reaching the inbox continues to challenge marketers as bad actors continuously develop new methods for spamming email users. Thus, internet service providers (ISPs) constantly update their algorithms to prevent spam from reaching email users, inadvertently causing headaches for legitimate email marketers.
Why should you care? Email programs have significantly improved over the past decade. Marketers are becoming more and more aware of the importance of their sending reputation, while ESPs and deliverability monitoring firms have created new tools and features to help marketers keep track of their deliverability.
When our friends at Return Path published their first Sender Score Benchmark report in 2012, 60% of email messages were deployed from IPs with a sender score below 11 – compared that to only 16% with sender score below 11 today. And, nearly half – 42% – have a sender score between 91-100.
Different inbox providers adhere to different protocols for weighing sender reputation. There are three key metrics that factor into sender reputation: complaints, unknown user rate (bad email addresses) and spam trap count. According to the report, senders with a score over 90 were maintaining complaint rates below 1%. The average complaint rate for senders scoring between 0-90 hovers between 4.6% and 6.3%.
[Ed note – EmailOut’s Sender Score fluctuates between 99 & 100 🙂 ]
You can download Return Path’s 2019 Sender Score Benchmark Report by clicking here.
MailChimp’s Misfortunes Continue
The email marketing provider can’t seem to bounce back from the rough few months they’ve been having. By the looks of it, customers keep experiencing issues with the company’s service. Will this downward spiral ever stop? Or, will customers be forced to choose an alternative email marketing provider?
Here are a few examples of the issues the company’s customers are sharing:
@Mailchimp I have problems with my account, no load
— melkis obispo (@MelkisoLV) August 29, 2019
So apparently MailChimp completely changed their pricing plan structure. What’s a better alternative? — Micah Iverson 🦊 (@MicahIverson) August 30, 2019
@Mailchimp Wow, the automated German translations on all your forms are soooo bad. Please do something about this! (You can hire me if you want…)
— ALEX VON EFF (@voneff) August 30, 2019
@Mailchimp Terrible after sales support We are not being allowed to send mails saying compliance issues! No further details given. No explanation asked from us! To get any type of support/ response from mailchimp is non existent. — prianka verma (@priankaverma1) August 30, 2019
It looks like MailChimp is even asking customers to pay for templates but when they go to do exactly that, well… they can’t pay.
@Mailchimp first you make us pay to create templates, then you won’t let us pay to make templates. Is this an issue you’re aware of?
— 𝖏𝖆𝖘𝖔𝖓 (@__nosaj) August 30, 2019
All of this makes us think, would the monkey business ever stop? Isn’t it time for the business to pay closer attention to all the complaints and disappointment of its customers? Will issues just keep piling up?
Constant Contact Continues To Be On A Downward Spiral
It seems Constant Contact – another email marketing provider – is hellbent on annoying and losing its customers, fast. Is that intentional? We don’t dare say so but facts speak louder than words. Here are some examples of users ongoing issues and dissatisfaction:
@ConstantContact Utterly disappointed with level of customer service. No option by virtual assistant who doesn’t recognize my name and leaves me in loops and chat room that does’t allow “chat” about all the topics listed. (1) — StopDrop&Roll (@julia_palooza) August 29, 2019
— StopDrop&Roll (@julia_palooza) August 29, 2019
One user even took it as far as cursing the email marketing provider on social media:
@ConstantContact you people are the WORST email platform on the internet. I’m getting a refund first thing in the morning I can’t believe how fucking shitty you guys are. — יעקב (@jakeoter0) August 23, 2019
Do you have any suggestions or ideas what email industry news topics you’d like us to look out for in the future? Write your requests below. We’ll keep an eye out (or two) so you don’t have to – and all for FREE, of course.
In the meantime, you can take a look at our email marketing blog for useful email advice, tips and tricks. Last, but certainly not least, we’ll keep you up-to-date with the most recent social media news, search engine news, PPC & Ads news as well as other digital marketing news we found interesting.