As online business continues to grow impressively, systems at the companies involved are generating ever more order confirmations, shipping details, and invoices – in short, there is a substantial increase in transactional emails. However, the proliferation of such emails can have a negative impact on the sender’s reputation of the company sending them. As a result, important records or messages may get stuck in spam filters, meaning that they are no longer able to reach their recipients’ inboxes reliably. This has can unsettle customers, slow down processes, erode trust and bring about additional costs. The Email Deliverability Guide created by cloud service provider Retarus shows how this can be prevented.
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Recent studies show that approximately 20 percent of emails sent never reach their destination, even when sent to recipients who actually want them; to make matters worse, undelivered emails harm companies in two respects. A reduced deliverability rate of marketing campaigns is closely tied to a loss of turnover. In fact, the turnover potential that ends up in the spam folder each year has been estimated to be around three billion Euros in Germany alone. However, having messages erroneously classified as spam causes more harm than just these direct financial losses. When the sending address ends up on a blacklist, the reputation of the company and brand suffer along with turnover, including the company in question getting a negative rating as an email sender.
“Whether it’s a newsletter, order confirmation, password change message, or status notification, the quick delivery of transactional emails plays a crucial role in the customer journey,” says Roland Augustin, Vice President Global Marketing at Retarus. “Transactional emails sent in large volumes only reach their recipients if your sender reputation remains consistently high.”
