Why can some emails fail to deliver
06/03/2013
Version: 1.1
Email bounce backs definitions_Traction
campaigns
Released by:
Author:
Bhavesh Negandhi
Bhavesh Negandhi
Document Number:
Version:
1.1
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Matrix Solutions
55 New Oxford Street
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Matrix Solutions
Released by:
Customer Services
Why emails fail to be delivered
Author:
Bhavesh Negandhi
Date: 06/03/2013
Version: 1.1
Page I
Table of contents
1.
WHY CAN SOME EMAILS FAIL TO DELIVER ............................................................................. 1
2.
TYPES OF BOUNCES ................................................................................................................... 1
3.
SOME POSSIBLE BOUNCES REASONS AND THEIR EXPLANATION ..................................... 1
4.
DETECTING FAILED EMAILS ....................................................................................................... 2
5.
DELIVERABILITY AND READABILITY - BASICS........................................................................ 2
6.
WHITELISTING............................................................................................................................... 3
7.
MFID AVERAGE EMAIL OPEN RATES ........................................................................................ 3
8.
SUBJECT LINE FOR EMAILS ....................................................................................................... 3
9.
TEXT OR HTML .............................................................................................................................. 3
10. BEST TIME TO SEND EMAILS ..................................................................................................... 3
11. SUGGESTED WORDS TO AVOID IN SUBJECT LINE ................................................................ 4
12. MATRIX EMAIL DESIGN GUIDELINES ........................................................................................ 4
13. HOW DOES YOUR EMAIL RENDER - EMAIL TESTING SERVICES .......................................... 5
Why test: ......................................................................................................................................... 5
14. RESOURCES.................................................................................................................................. 5
Matrix Solutions
Released by:
Customer Services
Why emails fail to be delivered
Author:
Bhavesh Negandhi
Date: 06/03/2013
Version: 1.1
Page II
1.
Why can some emails fail to deliver
It is possible that emails will fail to be delivered to the intended recipient. Depending on the issue, our email
platform (Traction) may receive immediate notification that the email could not be delivered (known as a hard
bounce), or may simply get no response.
In the case of no response, Traction will simply abandon the delivery attempts after a period of days (known
as a soft bounce). The period varies depending on the destination and is typically between 5 and 8 days.
2.
Types of bounces
A hard bounce is the response that occurs when a server is not able to send an email. The most common
example of a hard bounce is when the user doesn’t exist on that domain or the email has been blocked.
A soft bounce is the response that occurs when a recipient’s mail server is temporarily unable to accept your
email. This typically happens when the recipient’s mailbox is full or the mail server is unable to be reached
and is not responding.
To keep a handle on both hard and soft bounces, Matrix maintains its list hygiene and regular monitors email
delivery reports. Sending to recent and active openers and clickers keeps our bounce rates low and your
reputation and deliverability high.
3.
Some possible bounces reasons and their explanation
The reasons reported in our email platform are the code that is reported to us in the event of a hard bounce.
It is not possible to qualify the accuracy of the codes, i.e. that the reported code matches the actual failure
event. The email platform is unable to comment on why a particular failure was generated.
Matrix Solutions
Released by:
Sales
Email Design Best Practise
Author:
Bhavesh Negandhi
Date: 16/11/2012
- Version: 1.0
Page 1 / 5
4.
Detecting Failed Emails
Failed emails can be identified in the Delivery Report in any Email Broadcast that contains an email
response. An example is shown in Figure 1 (the red exploded slice shows the proportion that have failed).
5.
Deliverability and Readability - Basics
The vast majority of emails sent today are unsolicited emails or spam. The volume and proportion are so
overwhelming that Internet Service Providers (ISPs) filter all incoming mail rigorously in order to separate
spam from legitimate email, and they also assess the reputation of the sender based on previous
broadcasts, such as the number of recipient complaints (i.e. sending to the junk folder).
The tactics used by spammers change regularly, so the ISPs must continually monitor and enhance their
filtering processes. The impact for legitimate senders is that there is no simple way to prove your legitimacy,
although techniques such as whitelisting are possible for senders who maintain a good reputation.
There are two major concerns that need to be addressed when sending email:
Deliverability – the ability to deliver emails to the recipient's inbox without being caught by spam filters or
sent to the recipient's junk folder.
Readability – once the email is delivered, ensuring that the email displays as intended. If your email cannot
be read properly, a recipient may interpret it as spam and send it to the junk folder.
Matrix Solutions
Released by:
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Email Design Best Practise
Author:
Bhavesh Negandhi
Date: 16/11/2012
- Version: 1.0
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6.
Whitelisting
For senders who maintain a consistently good reputation, it is possible to have that recognised by Internet
Service Providers (ISP) who will then streamline the delivery of email to your recipients.
Our email platform is in partnership with Sender Score Certified™, an email accreditation or "whitelist"
program which complements existing authentication and reputation standards. When accredited through
Sender Score Certified, senders reduce filtering risk and increase delivery rates. Top internet services
providers use Sender Score Certified in filtering decisions.
7.
MFID average email open rates
The average email open rates over the last 12 months were between 12-15%. But these are campaign
dependant and vary depending on a variety of variables like the creative, subject line, the content and CTA
(call to action), to name a few.
8.
Subject line for emails
Though different campaign situations may call for different approaches to crafting good email subject lines,
there are a few core best practices to keep in mind. When possible, try conveying a sense of urgency
(without being pushy) in subject lines. If the recipient doesn’t open the message and act on it the first time he
or she sees it, it’s more likely to get buried in the inbox.
Another good practise is to Use subject lines of short, medium or long length but make sure to include key
information within the first 40 to 50 characters – these are the characters most likely to be viewed in preview
panes or on mobile devices. Be creative, using personality and humour when appropriate, but make sure
humour is consistent with your brand. It is advisable to avoid all caps, exclamation marks and overly
aggressive subject lines which are likely to get flagged as spam.
Finally, remember that testing subject lines is one of the best ways to determine whether you’ve picked a
good subject line for your emails. Matrix already offers the facility of A/B testing email campaigns.
9.
Text or HTML
Although HTML emails offer numerous advantages versus plain text emails, it’s nonetheless important to
send both HTML and text emails. While the vast majority of recipients will view the HTML version, you still
want to ensure a pleasant viewing experience for the small percentage of your list that can’t view HTML
emails. And the ease with which you can create a text version of your email makes doing so a no-brainer.
10. Best time to send emails
Simply put, the best time to send an email is when the recipient is most likely to be in his or her inbox.
Generalising further about “the best time to send an email” is dangerous because each contact is an
individual with his or her own unique usage patterns, needs and expectations. Some people check their
email throughout the day, while others prefer to read their messages when they wake up, and still others
check their inboxes when getting home from work, during lunch or right before bed.
Matrix Solutions
Released by:
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Email Design Best Practise
Author:
Bhavesh Negandhi
Date: 16/11/2012
- Version: 1.0
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11. Suggested words to avoid in Subject line
In order to give your email the best possible chance of arriving in the inbox rather than being assigned to
junk mail, there are some words which could be avoided in the subject line of your email. This is by no
means a comprehensive list or suggestion but just a guideline. Matrix Solutions cannot be held responsible
for and cannot guarantee a particular open rate based on any of the content mentioned in this guide.
Act now
Dear Friend
Amazing
Discount
Anything that looks like you are YELLING
Don’t delete
Apply now
Earn
As seen
Excessive use of exclamation marks (!)
Avoid
For Only
Buy
Free
Call now
Click here
Friend
Guarantee
Collect
Loan
Compare
Offer
Contains £££
Opportunity
Credit
Sale
12. Matrix Email design guidelines
Email design can be finicky given the variety of email software clients available – both on the web and
installed as desktop software.
This guide outlines a number of key requirements and recommendations for designing HTML that are client
friendly in today’s modern browsers. Following this guide will ensure that your email has a greater chance to
appear correctly in the majority of online email reader, software and mobile devices.
Matrix Email
Guidelines_20121116_BN.pdf
Matrix Solutions
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Email Design Best Practise
Author:
Bhavesh Negandhi
Date: 16/11/2012
- Version: 1.0
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13. How does your email render - Email testing services
To help you understand how your email might look in other display environments, For a minimal fee, Matrix
can offer a pre-testing service to show screenshots of the outcome when that email is viewed at a range of
webmail services or in the more popular email software clients.
Why test:
■ Upgrades to software and, particularly, webmail services can change display environments overnight
■ Templates may look fine, but changes in email content (such as total text length or image size) can trigger
display problems in badly-coded emails
14. Resources
The following sites offer a wide selection of Best Practice Guides, Benchmarking Reports, Buyers Guides
and Business Cases offering comprehensive guidance and information on the key issues and challenges
facing practitioners in the B2B marketing world.
The Direct Marketing Association (UK)
B2B Marketing
Matrix Solutions
Released by:
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Email Design Best Practise
Author:
Bhavesh Negandhi
Date: 16/11/2012
- Version: 1.0
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