什么是电子邮件送达率？

电子邮件送达率是将电子邮件发送到订阅者收件箱的能力。

为什么电子邮件送达率很重要？

Sending emails used to be an innocuous activity. However, with the rise of the number of emails being sent, and receivers being overwhelmed with spammy emails, emails are attracting a lot of attention. Even cyber criminals are now using emails to trick recipients into downloading something to either harm them or use them as an avenue to harm others. This further decreases the likelihood of your target audience unwilling to open your emails, if they have been “tricked” before when they got into a world of trouble when opening up your email. They have just been email spoofed. Things are definitely not looking good for emails.

在营销领域，在运行电子邮件活动时，如果电子邮件没有到达订阅者的收件箱，那么电子邮件活动就像从未启动过一样好。如果电子邮件没有到达订阅者的收件箱，就没有希望发生任何事情。有史以来最好的书面广告文案或屡获殊荣的图形永远不会被查看和欣赏。因此，确保正确的电子邮件送达率对于任何电子邮件活动来说都是至关重要的。

什么影响电子邮件送达率？

有几个因素会影响电子邮件最终到达订阅者的收件箱。然而，他们中的大多数人在您不知情的情况下在幕后工作。例如，互联网服务提供商（ISP）监控其网络是否存在异常流量、域身份验证、域被列入黑名单等。

活动经理所做的一些事情也会损害送达率，例如在没有自定义域的情况下发送电子邮件、没有保持良好的列表卫生等。

了解这些因素至关重要。这是任何活动经理在运行任何电子邮件活动时应该解决的第一件事。

电子邮件退回

One of the things that any email user will experience by now is receiving an error message when delivering certain emails. They are termed – email bounces. Email bounces are emails the sender receives when the email does not reach the target audience. Understanding and taking actions to address these bounces is critical in ensuring email deliverability. If an ISP detects you are repeatedly sending an email that no longer exists, you will trigger their detection algorithm and land yourself on a blacklist.

发件人信誉

发件人信誉是您用于发送电子邮件活动的域的声誉。发件人信誉按 0 到 100 的等级计算，以得出发件人分数。良好的发件人分数是电子邮件送达率的关键。

每当运行电子邮件活动时，电子邮件路线上的各方都会进行一系列审查检查。它们由电子邮件提供商、ISP 甚至收件人邮件服务完成。如果它们不符合设定的标准，电子邮件将进入垃圾邮件文件夹或根本不被接收。

那么，哪些因素会增加或降低发件人的声誉呢？

影响发件人声誉的主要考虑因素是从您的域发送的邮件量和发送这些电子邮件的频率。如果您每天发出大量邮件，您将很快被标记为垃圾邮件发送者，并最终被列入黑名单。您想为您的电子邮件活动制定策略并确定它应该运行的数量和频率。

垃圾邮件陷阱和黑名单

ISP 知道营销经理喜欢大型邮件列表。快速建立邮件列表的策略之一是部署电子邮件刮刀软件来收集来自网站的电子邮件。这给以后的 ISP 带来了问题。

To counter such practices, ISPS set up spam traps. Spam traps are fake email accounts placed across the World Wide Web. They mimic real email accounts. Email harvesting bots will unknowingly harvest them and put them in their email database. The purpose of these fake emails is to get into the mailing list of such harvesting applications. Later, when an email is sent to any of these fake emails, ISPs who set them up, will know the authenticity of the sender and blacklist them. Your deliverability will immediately suffer after that. Needless to say, you don’t want to be on any of these lists. Hence, you do not want to deploy an email harvesting bot or purchase any email list. Instead, you are better off collecting emails the proper way.

以上只是影响电子邮件送达率的一些因素，为了确保您的营销活动以优化的方式运行，任何活动经理或企业主都必须了解并解决这些问题。

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