With upcoming holiday season, many ISPs have made their inbox delivery algorithm tighter as eMail volume increases from commercial senders. Because of this, ISPs are looking heavily at eMail recipient engagement (open/click through rates). If your bounce rates are increasing, HighRoad Support is here to help.
HighRoad Solution along with the DMS team at BlueHornet recommend that to rise above the filtering, for a short period of time, exclude a segment of subscribers who haven't opened or clicked through to an email in the past 90-days. As your engagement increases because you are only sending to those that do engage in your emails, the ISPs will begin to route emails to the inboxes of their customers.
Create Your Exclusion Segment:
Go to Subscribers>Custom Search Click on Behavior/Activity on the left and drag over Opens (Volume over time) to search criteria bar and select "Have not opened at least 1 email in the past 90 days" Click on Subscriber History on the left and drag over Date Joined to search criteria bar and select "Is beyond 90 days in the past" Hit submit Under Bulk Search Actions, you can create a Dynamic Segment with the results and name the static segment something that makes sense to you (example: Non-Engaged Subscribers - 90 days)
Want to take it a step further after the holidays?
Using the same segment you used to exclude in your sends, set-up a Win-Back Strategy Blueprint to reach out to non-engaged subscribers to encourage them to re-engage with your organization. Click here to learn more about how to re-engage.
We recommend always excluding subscribers who haven't engaged with you in over 6-months, so you can continue to exclude but you can loosen up the criteria to 180 days from 90 days AFTER the holidays.
