Every marketer needs to know how many people check their email, what customers they need to focus on, and how many customers reach the desired link. Hence, the marketers use Email open rate and click-through rate to know this information. 

## What is an Email Open Rate? 

Email open rate is the proportion of people checking (opening) the email sent by individuals or companies. It shows how many subscribers are viewing the emails sent in an email campaign. 

## What is a Click Through Rate? 

Click-through rate is the proportion of people (subscribers) who click on the particular link out of the total users who view the email, advertisements, or webpage. 

## Affecting factors and Preferable percentage 

Both Email open rate and Click-through rate help to build an audience base and reach maximum people. However, many factors can impact these rates, like the presentation of content, images, keywords, relevant information, and many others. 

These factors can lead to the conversion of your email to sales. If ignored, then they can lead to the loss of prospective customers. 

The average email open rate is 17.80%, and the average click-through rate is 1.91% for search ads and 0.35% for display ads. These rates act as a standard measure to know that the company will succeed or fail in the future. The higher rate will determine success, and the lower rate will determine failure. Nevertheless, the company can work on their content and improve the rate to be successful. 

The percentage of email open rate that is considered good is between 15-20%. The preferable percentage of click-through rate is approximately 2.5%. 

These rates may differ depending on the purpose of different companies or individuals. 

## Measuring the rates 

Basic mathematics formula for calculating these rates:- 

1\. Take the number of people who have opened your email. 

2\. Divide by the number of people who have received your email. 

3\. Then multiply with 100\. 

The same formula is followed to find click-through rate, i.e., dividing the people who have opened the link in your email and the number of people who have received your email. Then multiply by 100\. 

For example:- If you had ten clicks on the link and it has reached 100 people, then the click-through rate would be 10%. 

## Importance 

* **Reaching Maximum People**: Email open rate and click-through rate help the marketer to reach the maximum people. They get a fair idea about what content people like to see. In case the rate is low, then they can improve by using creative ideas in the emails.
* **Improving Performance**: These rates help to improve the overall performance of the marketers as they get to know what people are likely to read more, and thus they focus more on the relevant content.
* **Saving Time**: These rates save a lot of time for the marketers by targeting the right audience as they get the percentage of people who click the links and thus focusing more on them.
* **High Conversion Rate**: These rates can help in the conversion of sales as higher the percentage of people opening the email means higher the possibility of sales.
* **Saving Cost**: Emails are the cheapest way to build relationships with customers and attract them to buy the product. These rates will let the marketers plan and devote their time to valuable customers with the minimum cost. 

## Ways to increase the rate percentage 

* **Whitelist information**: Within your email, you can write instructions to whitelist your email address so that people don't miss out on your email.
* **Creative content**: The content should be unique and should attract more and more customers, and by using creative content within your email, you can turn your emails into sales.
* **Simple Language**: The language of the text within your email should be easy to understand and informal so that people can relate with it.
* **Precise**: The content should be precise, and to the point, because long emails can be challenging to read, then you will lose the potential customers.
* **Double opens**: You can send your email again to the customers who haven't seen your email or missed it. It will help you to reach the customers and gain the chance for sales.
* **Use of proper images and keywords**: It is essential to use relevant photos as they can directly have a significant impact on the customers. Similarly, the right keywords are critical for the content to trigger a customer's mind.

All About Open Rates and Click-through Rates in 2020

<h2><strong>What is a protocol?</strong></h2>

<p>A protocol consists of a set of rules and procedures which govern the exchange of data between two or more devices. Protocols define how the transmission of data will precisely take place between electronic devices such as computers. They set the standard procedures for communication and exchange of information. </p>

<p>The International Organization for Standardization established the Open Systems Interconnection (OSI). It is one such widely used Internet protocol that lays down the standard for communication over different networks. The model divides the process of data transmission in a series of seven layers. </p>

<p>Other important internet protocols are TCP/IP, HTTPS, SMTP, and DNS. </p>

<h2><strong>What is SMTP?</strong></h2>

<p>The Simple Mail Transfer Protocol is a communication protocol that allows the users on the same or different computers to send mails over the internet. It involves a particular set of guidelines according to which the communication via mail takes place. </p>

<p>SMTP acts as a push protocol by transmitting the mail on and across the networks. It comes under the application layer of TCP/IP protocol, where it works in a &#39;store and forward manner.&#39; </p>

<p>SMTP facilitates the mail exchange over networks. After recognizing the respective mail address, it sends the message to one or more recipients. The user can send the mail in various forms, such as text, video, or graphics. </p>

<h3><strong>Components of SMTP</strong></h3>

<p>There are two primary components of the SMTP client and the SMTP server. The first is User-Agent, and the second is a Mail Transfer Agent. </p>

<p>The User-Agent (UA) is responsible for preparing, creating, and putting the message in the form of an envelope for transmission. The Mail Transfer Agent (MTA) then transfers this message across the internet to the particular recipient. </p>

<p>The SMTP supports a more complex system by adding a relaying system in the process. Under this, more MTAs can be placed at either sending or receiving sides. </p>

<p>If needed, then this relay system can use mail gateways and work without TCP/IP protocols. </p>

<h3><strong>Types of SMTP</strong></h3>

<h4>1. End-to-end</h4>

<p>In the SMTP model, the client-SMTP starts the communication session, whereas the SMTP at the receiver&#39;s side responds to the client&#39;s request. </p>

<p>The end-to-end SMTP protocol helps to send email to servers at various other organizations. This model acts as a medium of communication between different organizations. </p>

<h4>2. Store-and-forward</h4>

<p>The store-and-forward SMTP model is different from the end-to-end SMTP model. The store-and-forward type is used within an organization only, unlike the end-to-end SMTP. </p>

<p>After contacting the destination&#39;s host directly, the SMTP server keeps the mail to itself until the receiver&#39;s SMTP successfully receives a copy of the email. </p>

<h3><strong>How does SMTP work?</strong></h3>

<p>The Transmission Control Protocol (TCP) is the primary connection for communication between the mail sender and the mail receiver. In SMTP, the mail sender sends the data in the form of command strings over this reliable ordered data stream channel. </p>

<p>The SMTP client consisting of the initiating agent, sender, or transmitter initiates the communication session. It issues the command strings and opens the session for corresponding responses from the SMTP server, which involves the listening agent, or receiver. Zero or more SMTP transactions may be there in a course. </p>

<h4>Usually, an SMTP transaction follows four command or reply sequences:</h4>

<ol><li><em>HELO/EHLO</em> command - It tells the email server that the client wants to start the mail transaction. The client mentions its domain name after this command. For example, &quot;HELO e-mail.myhost.com.&quot;</li><li><em>MAIL</em> command - It lays down the bounce address/return address, thereby defining the return-path or reverse-path.</li><li><em>RCPT</em> command - It specifies the recipient of the message. The sender&#39;s envelope contains the addresses of the recipients, to which the RCPT command can be issued multiple times for each recipient.</li><li><em>DATA</em>- It shows where the content of the message starts, as opposed to its envelope. An empty line separates the message header and body in the text of the message. However, DATA is not just one command but a group of commands in which a server has to reply twice. First, the server acknowledges the message and replies with its readiness to take the message. Then after completing the end-of-data sequence, it either accepts or rejects the entire message. </li></ol>

<p>Apart from the reply of the DATA command, the server can reply in a positive way (2xx reply codes) or a negative way. The negative responses can further be of two types; permanent (5xx codes) or transient (4xx codes). </p>

<p>If a server sends &#39;reject,&#39; then it is a permanent failure, and the client needs to send a bounce message to the respective server. On the other side, a &#39;drop&#39; is a positive reply, in which the message is discarded instead of delivery. </p>

<h2><strong>Popular SMTPs</strong></h2>

<p>In 1982, one of the first MTAs to implement the Simple Mail Transfer Protocol, &#39;Sendmail&#39; with 4.1cBSD, was released. With time, it became a commonly used mail transfer agent. </p>

<p>Some other SMTP server programs that have become popular include Postfix, qmail, Novell GroupWise, Exim, Novell NetMail, Microsoft Exchange Server, and Oracle Communications Messaging Server. </p>

<p>In 1998 and 1999, new trends in the delivery of emails set in along with the introduction of the Message submission (RFC 2476) and SMTP-AUTH (RFC 2554), respectively. </p>

<h2><strong>How are emails sent using SMTP?</strong></h2>

<p>The Simple Mail Transfer Protocol is a delivery or &#39;push&#39; protocol that pushes the mail to the destination server as it arrives. </p>

<p>The process of sending emails via SMTP consists of the following sequential steps: </p>

<h4>1. Composition</h4>

<p>With the help of an MUA, Mail Transfer Agent program, the user sends an email. The content of the electronic mail consists of two parts, header and body. The former header is the subject of the message, while the body is the main content of the message. The sender and recipient address also comes under the header part. The header acts like an envelope holding the letter (message) in it. </p>

<h4>2. Submission</h4>

<p>The mail client (mail user agent, MUA) submits the email to a mail server (known as a mail submission agent, MSA) using SMTP on TCP port 587 or the traditional port 25. The MSA further delivers the mail to its mail transfer agent, MTA. </p>

<h4>3. Mail Delivery</h4>

<p>The two parts of an email address are the username of the recipient and domain name. Let&#39;s take, for example, <a href="mailto:mayank@gmail.com">mayank@gmail.com</a>, in which &quot;mayank&quot; is the username, and &quot;gmail.com&quot; is the domain. </p>

<p>In case the domain name of the recipient&#39;s email address does not match with the sender&#39;s domain name, then the mail submission agent (MSA) will send the mail to the (MTA). </p>

<p>Then, the MTA will search for the particular domain to relay the mail. To obtain the target domain, it checks the MX record from the Domain Name System. The MX record contains the information regarding the domain name and IP address of the recipient. Once it locates, MTA establishes the connection with the exchange server and relays the message. </p>

<h4>4. Receipt and Processing</h4>

<p>After receiving the incoming message, the exchange server delivers it to the Mail Delivery Agent. It stores the email and waits for the retrieval by the user. </p>

<h4>5. Access and Retrieval</h4>

<p>The user can access the MUA with the login and password. The MUA helps in retrieving the stored email from the MDA.</p>

What is SMTP? Definition, Components, Types, Working & More

It's an ideal opportunity to investigate the top email marketing trends set to shape your business in 2020, from mobile optimisation and minimalist content to AI and email's position as one of the most trusted communication channels accessible to advertisers. 

Email marketing has forever challenged its critics in continuing to give a variety of advantages to advertisers, from building trust to providing the most prominent ROIs of any digital channel available today. 

Confronted with the blasting prevalence of social media and search, email despite everything presents a particular set of advantages that other media streams battle to provide. Yet, there are other advancements that you should be set up for... 

## **1\. AMP for Email** 

Accelerated Mobile Pages for Email, also called AMP4Email or Interactive Email, is a web component framework that allows emails to embed dynamic elements like accordions, carousels, forms, buttons, purchase, confirmations, etc. into their emails without leaving the email or opening a new tab. It's like a mini-website but from the comfort of your inbox. 

AMP for email is a route for advertisers to use the speed of the accelerated mobile pages framework. It is a fantastic way for businesses to make all the more captivating, intuitive, and significant email experiences. 

Over your digital advertising channels, you'll be seeing changes that are not just structured to streamline for mobile, but also to try and prioritize mobile as we venture into 2021\. 

Mobile usage share has now outperformed desktops and tablets combined when it comes to percentage traffic. 

## **2\. User-generated content in an Email** 

User-Generated Content (UGC) is any piece of content, pictures, sound, visual, and so on, that is made by the (end) user or at times the general public. Particularly the assembling and showcasing of user ratings and criticism is well known in the email marketing space. 

Knowing how, when and for what reason to gather feedback is vital. You may have observed brands utilizing user input like approval or down inserted their email campaigns. Or on the other hand, start by posing a straightforward inquiry that at that point drives the subscriber to an extensive survey. Including gamification or responsiveness in the email is an approach to skyrocket the response rates on those UGC campaigns. 

## **3\. Minimalism in e-mail design** 

Since clients get an extraordinary number of brand emails, it's essential for any business to stand apart from the group. With regards to making eye-getting emails, a great many people accept that splendid and bright images can stand out. Nonetheless, plain content emails are better as they are progressively legitimate and clear. Accordingly, it's no big surprise that minimalist email design assists with selling more. 

In the time of paid posts and excessively cleaned ads, clients hunger for realness, so sending basic emails assists with adapting your image and build up a passionate association with clients. That additionally implies that organizations can remain one stride in front of their rivals who center around their products, not the clients and their needs. To summarize, the minimalist email design serves to: 

* Improve email load time
* Convey a cleaned brand message
* Maintain an emphasis on the offer, not the image 

How about we investigate Calvin Klein? Out of appreciation for Mother's Day, the organization ran an email advertising effort to give clients gift ideas and offer a promotion code to urge them to make a move quicker. With minimalist email design, it doesn't take a lot of time or exertion to get the fundamental thought of the message. In addition, the organization helps both disconnected and online shoppers make the most out of the offer: Since 70% of buyers report utilizing an emailed rebate inside, it essentially increases sales. 

At the point when you send minimalist design emails, you direct customers' attention to the offer, not the image. Thus, you share an unmistakable brand message with your crowd that assists with selling more. Use the AHA method in the order it states: 

1. Attention
2. Hook
3. Appeal 

## **4\. Super-personalised e-mail Campaigns** 

In 2020, email marketing will be not tied in with just having a one-size-fits-all way when it comes to communicating with your crowd. With special attention to customer journeys and personalisation, brands can increase the open rate on the off chance that they put their customers first and consider their individual issues. It's in our inclination to speak much about ourselves and our inclinations, so it's no big surprise that calling out somebody's name is a demonstrated method to imbibe individuals to purchase from you. 

What's more, with regards to email advertising, hyper-customized drip campaigns are the fate of personalization that gives extraordinary outcomes: Segmented and targeted emails create 58% of all income. With hyper-personalization, organizations can consider browsing behaviour and real-time information to send exceptionally pertinent emails. 

For instance, hyper-customized robotized campaigns help to diminish cart abandonment and increment sales. Here's the means by which ASOS utilizes this strategy to return guests to the site: 

In case of ASOS, the brand realizes that viewers leave their website for an range of reasons, and sending a personalised offer can assist with reminding the guests about their expectations and intent. In addition, with automated campaigns, it's simpler to gather the correct information and convey the correct message without investing a lot of exertion and energy. 

## **5\. Dark mode** 

The dark mode is overwhelming email. An ever-increasing number of individuals have chosen to switch their app settings to significantly change the look. It's demonstrated to be better for late-night web browsing over and for clients experiencing photophobia, keratoconus or comparable conditions. It can likewise assist you with focusing more and saving your battery's life. 

Besides that, the dark theme can look cleaner and less occupied. It may be the case that we, as viewers, got so used to seeing emails as they generally are, however, dark designs simply appear to be more appealing and eye-catching than the great ones. Now and again, they can establish the tone for your email, help a few colors appear more immersive or saturated and they certainly stand out in an inbox. 

To put it plainly, the different advantages are making individuals turn this element on, which makes it a smart thought to investigate the potential outcomes of delightful, grouchy email designs. 

## **The Future of Email Marketing** 

So those are our main 5 picks during the current year's email advertising patterns, segmented by design and innovation. We have included lovely visual motivations that are worth executing in your email design and other significant innovative patterns that will massively impact the e-mail in the coming years. 

You unquestionably should think about them, yet remember that patterns shift from time to time. They continually advance dependent on buyers' and advertisers' needs. The ones we've secured a year ago are still especially modern and it merits mulling over them while building your email campaigns. A portion of the patterns we've discussed today may take somewhat longer to become animated or change totally relying upon science, psychology and human behaviour. At last, it's impossible to tell what changes will happen in the following 5, 10 or 20 years, however, one thing is without a doubt - the eventual fate of email is solid, and that's the core belief behind Mailmodo's Vision.

Email Marketing Trends

**Email marketing** has always been the channel with the highest ROI for marketers. 
But without a proper understanding of the concepts of Email Marketing and learning the emerging trends, it can be difficult to get good email conversions. 

In this section, we provide you with a curated list of articles compiled by our marketing and email experts to help you execute great email marketing campaigns. 

#### [You can access all our guides for Email Marketing Basic Series here](https://www.mailmodo.com/guides/email-marketing-basics)

Email Marketing Basics

## **An Introduction** 

AMP for email is going to change the way people decipher email marketing campaigns. Before diving deep into the topic, let us rewind a little to understand its significance better. 

Remember those early days of the internet when we all signed up for our first email-ID? Before social media, emails made the world smaller with better reach. So, it is no surprise that email marketing is the most trustworthy and profitable digital marketing strategy. 

[Research](https://www.emailmonday.com/dma-national-client-email-report-2015/) shows that the conversion rate for business email is highest. For every $1 you spend on a business email, you get an average return of $38\. Even the customers like to communicate through email. [Studies](https://marketingsherpa.com/article/case-study/customer-communication-by-channel) reveal that around 72% of customers prefer emails for business communication. 

Despite the positive trend and the success rate, emails do limit the scope of real-time integration and creativity. Emails are static, cannot contain a CTA button and hamper an interactive experience. These disadvantages are glaring when it comes to customer retention and interaction. 

However, the introduction of AMP in an email is about to change everything. This technology changes the way email works and provides a lot of scope to marketers for their campaign. Now, your email campaigns will be personalized and a lot more fun. 

In this article, we will introduce you to AMP for email and the difference it will make to your digital marketing strategies. 

## **WHAT IS AMP FOR EMAIL?** 

What happens when you get a basic, static email? It will probably contain a stylish font, an interesting picture and an attractive layout. To access a service or a webpage, you will need to open a new tab, click another link or visit another website. 

AMP for email makes this communication more interactive by enabling element like carousels, accordions, and purchase buttons. With AMP for e-mails, you don't need to open any other tab to access a link. This gives a webpage-like feel to the emails. 

Now, email marketing can be more engaging, interactive and actionable. 

## **LET'S GET TECHNICAL. HOW DOES AMP FOR EMAIL WORK?** 

A general email is HTML-based. In AMP, your email will have a JavaScript Markup enabling AMP elements to be included in your static email. Your email will not have the complete functionalities of JavaScript but will support AMP technology. 

By using the AMP advantage, you can now provide a rich user experience. AMP for email gives you the power of putting your best creative foot forward. 

## **WHAT CAN YOU DO WITH AMP FOR EMAIL?** 

* **DYNAMIC EMAILS**: AMP lets you make your content for versatile. You can include form submission with the help of amp-form. Your form can also have a multi-select widget with an amp-selector.
* **FUN LAYOUT:** Unlike the rigid layout of static emails, AMP for email helps you incorporate various elements that will completely alter the look of a mail. With this, your layout can have -  
- An option of hiding/showing different sections with amp-accordion.  
- Carousels with amp-carousels.  
- Better navigation with amp-sidebar.  
- A lightbox for images with amp-image-lightbox.  
- A component that will help you set text in a certain area with amp-fit-text.  
- Timestamps with amp-timeago.
* **LIGHTNING MEDIA:** A heavier media makes a file heavier and slow. Amp-img replaces "image" and amp-anim helps in embedding GIF files. 

## **WHY SHOULD YOU BE EXCITED FOR AMP FOR E-MAIL?** 

As a digital marketing strategist, AMP for emails is a piece of great news. We will tell you how -- 

* AMP is a boon for e-commerce. In a static email, you could show your users' pictures and different styles. But, buying the product would require another tab to be opened. With AMP, you can get your users to complete the order in the mail.
* Tracking delivery of an order in the mail would also become possible with AMP. You can allow real-time tracking instead of just sending status updates.
* Booking also becomes easy with AMP. A user can find empty seats, offers and location in the mail without the hassle of changing the tab.
* Sending invitations become easier, too. Now, a user can RSVP for an event or leave a necessary comment in the mail. 

## **THE VERDICT** 

AMP for email is the right move by Google to empower emails. Email marketers can utilize this to make their campaigns more engaging. It is now time for u to wait and watch how this changes the scenario. Until then, do let us know if you have any questions regarding AMP for email.

AMP for Email - A Beginner’s Guide in 2020

Business communication forms the crux of a successful professional network. In the era of digitization, the said communication has become more competitive and sales-driven. At present, there are many methods for online business communication like social media, text messages and video ads. 

Despite their presence, e-mails rule the market. The introduction of [AMP for emails in March 2019](https://email.uplers.com/infographics/google-amp-for-email/) has only strengthened its position. It has brought new avenues for marketers to experiment with. 

E-mail marketing ensures that you receive at least [$38 for every single dollar](https://cdn.emailmonday.com/wp-content/uploads/2015/04/National-client-email-2015-DMA.pdf) invested. However, the secret of converting leads through emails lies in engaging content and user experience. AMP helps in bringing a dynamic element to an otherwise static mail. 

## **What is AMP for email? -- Brief Introduction** 

AMP for email is a framework which utilizes HTML, CSS and JavaScript to build interactive emails. They also enable shorter loading time by creating lightweight emails. You can add a carousel, retrieve real-time content from endpoints and make your content more dynamic. This technology helps in providing a webpage like feel in an email message. Amp for email can let you include the following things -- 

* Enable users to fill and submit a form in an email.
* Allow users to respond to an event's invitation and RSVP.
* Help users participate in online surveys within an email. 

This technology creates multiple opportunities for email marketers. Let us discuss how beneficial it is for business and marketing. 

## **Advantages of AMP for email** 

1. **Keeps Content Updated**  
Email marketing may be successful but it can get repetitive. As and when there is a new update, you need to send a fresh e-mail to convey it. AMP enables the mail to get automatically updated with new information. It has a functionality that allows mail to get updated in real-time. It means that the mail content gets populated with live updates of the time when the subscriber opens the mail. 

This is especially useful for e-commerce business. You can send a weekly newsletter which can get updated with new styles. This simple feature can simplify and optimize e-mail marketing campaigns in the following ways -  
- Lesser number of unread messages in the recipient's folder  
- Crisp and target-oriented approach for email marketing  
- Option to give your users a breathing space between emailers. 
2. **Provide the Experience of a Web Browser Within an E-mail**  
Before the introduction of AMP for emails, an email was restricted to static content. You could play around with the pictures, fonts and placement of text. But, providing an interactive experience was not possible. 

Some organizations have already imbibed AMP in their campaigns to introduce innovative features. [Pinterest](https://blogs.oracle.com/marketingcloud/amp-for-email:-the-pros-and-cons-for-marketersest_wirhvsl.gif) allows its users to add pins to their boards from within the mail. They do not have to open a new tab and start exploring Pinterest separately. They can experience the web page right from their inbox. 
3. **Helps in Curating Better Marketing Strategies**  
As we have been discussing before, AMP for email has opened more avenues for marketers. E-mail marketing will no longer contain itself with designing static newsletters and driving traffic to a separate webpage. 

A marketer has the option of including live surveys, send an event calendar or enable browsing of products in an email. An email is no longer an electronic form of a letter or a pamphlet. It contains the virtual elements that bring interaction inside an inbox. A subscriber will spend more time exploring an interactive email than a static one. An email marketer can convert leads by including check-out option, flight details and even event schedules for the entire day. 
4. **Helps in Increasing Sales**  
The core objective of any email marketing campaign is to find leads and make sales. Email marketing helps in keeping old customers connected and enticing potential customers. AMP for email can enhance this process immensely, especially for e-commerce businesses. 

Instead of sending pictures of a new collection, you could include a check-out option in the email. The subscriber doesn't have to explore and complete the order in a new tab. They have the option of buying it right through their inbox; this quick functionality can compel customers to hit the "buy now" button. 

The success of a sales strategy depends upon how quickly one can convert a lead. The longer a potential customer contemplates, the lesser are the chances of conversion. With AMP for email, you can reduce this time by giving them an option to finish the transaction then and there. 
5. **Secure Technology**  
AMP for email restricts the utilization of data from 3rd party providers. This makes them more secure from any kind of cyber threats. They also do not allow any ad which makes them even more secure and enable break-free viewing of your content. 

## **WRAPPING UP** 

AMP for email has paved way for functionalities that were earlier restricted to a web page. It brings the use and scope of emails to a notch higher. There are many sectors where AMP for email can be utilized like travel, hospitality, retail and even finance. 

[Oyo rooms](https://blog.mailup.com/wp-content/uploads/email-navigabili-2.gif) use this technology to include the option of browsing through accommodation and flight alternatives within the email. Similarly[, Doodle](https://blog.mailup.com/wp-content/uploads/email-navigabili-3.gif) has already started using the scheduling option wherein the email recipients can select the day and respond to an invitation within an email. 

This is the age of automation and dynamic elements. It was high time that emails were upgraded to become more nuanced. AMP for email is a big step towards bringing innovation to traditional emails and we are excited to experiment with this. 

If you're still confused with the benefits that AMP can entail in an e-mail, do drop us a question.

AMP for Email Advantages and Benefits

AMP is a great idea for organizations who are anticipating producing a more noteworthy ROI and driving business development. 

Here are some ways by which you can fuse AMP with your email marketing strategy. 

## **a) Numerous applications across industries and niches** 

### **1\. Ecommerce** 

Ecommerce advertisers can utilize AMP to offer a total checkout alternative inside the email itself. Viewers or clients can legitimately make the buy from this email with a choice to choose from a variety of colors, sizes, amounts, and finishing the checkout procedure (aside from the installment handling) without arriving on a website page. Incorporating AMP in cart abandonment emails will work likewise. 

### **2\. Travel & Food Industry** 

AMP email can be helpful for the touring industry email advertisers by letting the customer check the accessibility of the tickets and book them within the email itself. This idea can similarly be used for booking a film ticket or booking a table at a café. 

### **3\. Survey Emails** 

AMP would make survey emails increasingly successful by permitting the browsers to react directly in the email. With AMP, the prospective client would not need to go to the landing page to give their criticism. The smooth experience will improve the reaction rate for any survey. 

### **4\. Finance** 

For the Finance industry, AMP email can be helpful on the off chance that we give them a structure inside an email to compute the advance subtleties by simply topping off the loan amount and loan duration. It can similarly empower a few other money-related counts in the email itself. 

### **5\. Goods and freight** 

Advertisers in merchandise and cargo industry can send AMP emails with the goal that their subscribers can without much of a stretch track their parcel. It takes the client experience to an unheard-of level. 

### **6\. Event Invitations** 

Advertisers can send event invites with AMP so the beneficiaries can RSVP legitimately through the email. This will create better commitment with the emails and get you more participants. You can utilize a similar technique to yield more enlistments for your online class. 

## **b) Fill a form/ take a survey** 

Brands can send an email that permits the client to fill an integrated form or take a survey from the email. This will impressively expand the response rate of the emails. 

## **c) Developing a Mini App or Website within the Email** 

Organizations will have the option to send an email that recreates a scaled-down app with the assistance of AMP. For instance, dating apps (like Tinder) can maybe let the clients swipe left or right from the email itself. It would make things such a great amount of simpler for the client. 

## **d) Better Engagement from Subscribers** 

Email Uplers has watched a huge increment in the time spent on the emails at whatever point we incorporated any dynamic component. With the assistance of AMP, it would be workable for Gmail supporters to experience interactivity in emails that were impractical before. 

## **e) Making the emails Interactive and Responsive** 

With the assistance of AMP, advertisers can make interactive and responsive emails that permit the clients to browse through image carousels or catalogs, RSVP to an event, answer to Google Docs remarks, and round out a structure directly in their inbox. It improves the subscriber commitment by expanding the time spent on your emails. 

## **f) Here's how some brands in the Industry are implementing AMP in their Emails** 

### **Booking.com** 

Booking.com makes it a breeze to avail the promos and book the lodging from the email itself. It spares the endorser's time and brings more conversions for the business. 

### **Pinterest** 

By utilizing AMP, Pinterest lets the client save the pin and view the extended image in the email. Right now, the viewer will never again need to open the app or utilize the program to get to Pinterest. 

## **The Case Against AMP For Email** 

All that you've heard so far stands generally for utilizing AMP. 

Yet, that doesn't mean AMP comes without its potential disadvantages. The amp email format may represent a potential issue for sites when all is said and done. 

As addressed already, amp mail isn't equivalent to HTML. It is a totally different language that must be educated. This by itself can gobble up significant time. Designers will be required to get familiar with a completely new arrangement of aptitudes just to make an email. 

Some contend that AMP thins the line between emails and websites: "something like email is designed and overwhelmingly used to talk, while websites and applications are overwhelmingly designed and used to communicate with things... It's, on a very basic level, useful to have a line here." 

Since emails are designed to be static and copy conventional mail, including AMP and website capabilities may detract from what email in a general sense is and consistently has been, eventually changing it for the worse.

AMP Email Use Cases

AMP is currently coming to Gmail to the advantage of eCommerce vendors. Figure out how to profit by Dynamic Emails. 

## **Gmail's Dynamic Emails Bring Carts Directly Into Email** 

A week ago, Gmail reported the dispatch of Dynamic Emails, an improvement that brings interactivity and engagement straightforwardly to emails. Before the update, emails have consistently been static in nature, frequently going about as a dispatch point into tasks that are complicated and immediately become old. 

"Beginning today, we're making emails increasingly valuable and interactive in Gmail. Your emails can keep up to date so you're continually observing the freshest data, similar to the most recent remark strings and suggested employments. With dynamic email, you can without much of a stretch make a move straightforwardly from inside the message itself, as RSVP to an occasion, round out a poll, peruse a list or react to a remark," expressed Aakash Sahney, a Product Manager at Gmail. 

This is enormous news for ecommerce brands. In an industry where each click tallies, having the option to interact with stores and products all in a similar spot is a distinct advantage. Beginning today, AMP controlled emails will work in Gmail; be that as it may, support for mobile Gmail, G Suite, Outlook.com, Yahoo, and Mail.ru are in progress. 

If a beneficiary gets a dynamic email and the stage doesn't bolster it, rather they will simply observe a traditional static HTML rendition. Right now, AMP email doesn't bolster payments, either, so any source of inspiration identified with them will bounce off to a made sure about truck. As per the AMP group, SparkPost, Litmus, Twilio SendGrid, Amazon SES, and Amazon Pinpoint as of now or will before long help the innovation to create AMP emails. 

## **Deals Promotions and Abandoned Carts** 

In the model gave by Ecwid, brands can make standard promotions with personalized products, and users are then ready to interact with the substance in the email itself. A similar procedure can be utilized for abandoned carts, as well. 

## **Continuous Order Status Updates** 

Text updates, application updates, individual email updates, these are for the most part regular alternatives for how clients keep up to-date on the status of an order. AMP emails are hoping to change this by dynamically changing the substance in an email with the most recent status continuously, which thus cleans up your previously flooding warnings. 

## **Product Reviews** 

Now and again, getting product reviews can resemble pulling teeth. Either clients are excited with a product or they had an issue with it, with little in the middle. By permitting clients to audit or interact with reviews straightforwardly in an email, it makes the ask somewhat simpler. 

## **5 Vital Advantages of AMP Email For E-Commerce** 

After Google's declared about AMP email, there was a warmed conversation about whether the innovation would improve the email correspondence or prevent it. Presently, when an organization executes AMP, a variety of advantages can be there: 

### **\#1 See Up-to-Date Information** 

The technology can assist emails with staying up-to-date, so there is no mptive to send new messages from time to time. It additionally backs off various emails in the beneficiary's inbox so they won't have a colossal excess of new messages. 

### **\#2 Surf the Internet inside Email** 

How often every day do your clients click on something in an email that diverts them to another site? AMP email empowers the beneficiary to avoid a requirement for skipping from page to page, just as empowering them to finish all activities and errands without leaving the inbox. 

### **\#3 Run Efficient Marketing Campaigns** 

AMP for email furnishes you with a chance to make and send interactive emails that let your clients browse through picture assets, answer to Google Docs remarks, give answers to suveys, plan an appointment, and substantially more inside the email. This usefulness improves supporter engagement by expanding the time spent on your emails. 

### **\#4 Continue the Checkout Process** 

Internet business email advertisers can exploit AMP to purchase the products or administrations directly inside the email. Clients can glance through the pictures, pick various variations like color/size/amount, and so on and add the ideal things to the shopping basket without changing to an online store. Besides, you can take this equivalent practice and execute it for abandoned cart emails too. 

### **\#5 Benefit from Secure Technology** 

AMP for email confines the utilization of information from outsider administrations to make AMP emails secure. It additionally helps internet business clients feel progressively ensured and sheltered as promotion parts are not permitted in AMP email usefulness. 

## **Dynamic Email Content Helps to Increase Conversions** 

However, AMP for email accomplishes more than essentially accelerating the page. 

With AMP, your crowd can interact with an email more than ever. Leave a remark, browse a product page, including a survey, look over a photograph exhibition, enter an email address --- the email turns into its very own page, total with all the usefulness you'd anticipate. Open new tabs? Nah. Sidetracks to a site? Who needs "em? AMP for email spares your crowd clicks and time, decreasing erosion and offering another consistent web-based business experience directly in their inboxes. 

What's more, dynamic content isn't only a play area for your clients. It really changes over. As per one investigation of 244 advertisers from big business level organizations of $10 million to $1 billion+ in yearly income, dynamic content produced twice the same number of changes as conventional email content. 

## **Brands Are Already Testing AMP Emails** 

Here at Mailmodo, we're following some great people's example, sharing the AMP email mix with brands like Booking.com, Despegar, Doodle, Freshworks, Nexxt, OYO Rooms, Pinterest, and redBus to test the viability of dynamic email substance to stay up with the latest and improve encounters by making emails progressively noteworthy and important. For instance, Pinterest is utilizing AMP to make it simpler for users to find new thoughts and save them to sheets. 

Programming engineer Fangzheng Tian remarked on the update on the organization's blog, Pinterest Engineering: 

Regularly, when a Pinner gets an email from us, they should click a Pin in the email and afterward are coordinated to the Pinterest.com or mobile application, possibly sign in, and save to a board. The more drawn out the procedure, the almost certain the client won't make a move. With AMP for Gmail, we saw tremendous chances to improve engagement directly from the email. 

Some other well-known email customers have likewise started supporting AMP emails, including Yahoo Mail, Outlook.com, and Mail.ru.

AMP Emails for Ecommerce Businesses

**AMP for email** is revolutionizing the way we send and read emails. With a capability to insert dynamic and interactive elements like forms, carousels, carts, calendars, etc. in the email body, AMP emails greatly help in improving email conversion rate 

In this section, we provide you with a curated list of articles to help you learn all about AMP Emails and generate amazing email conversions. 

#### [You can access all our guides for AMP Email Series here](https://www.mailmodo.com/guides/amp-emails)

AMP Emails

## **What is email deliverability?** 

All of your efforts can go in vain if the email you are sending doesn't reach to your subscriber's inbox. When the email reaches your subscriber's inbox, then it is called email deliverability, i.e., it ensures that email is appearing in the mailbox. It enables a viewer to see your email in their inbox, which can further lead to conversion into sales if your email can convince your audience. So, it becomes crucial to maintain email deliverability. Higher the email deliverability, the higher are the chances of the conversion rate and, consequently, higher chances of success of the organization. 

## **Ways to increase email deliverability:** 

### **Authenticate your email with SPF** 

Authentication of email conveys to your subscribers that the email is from a verified company/individual, and it is not a fraud. Hence, authentication of email is necessary so that your email doesn't end up landing in a spam folder and reaches directly to the inbox of your subscribers. There are different ways through which you can authenticate your email : 

Using SPF ( Sender Policy Framework):- SPF is the technique that doesn't let spammers use your domain and send emails on behalf of your domain by comparing the sender mail server's IP address with the list of authorized sending IP addresses. 

Using DKIM (DomainKeys Identified Mails):- DKIM is the technique that makes sure that there is no alteration made in the message while transmitting it. Public-key encryption helps in encrypting a particular message. It involves linking the digital signature with the domain name in the DNS. The recipient system can verify by using the public key to decrypt the signature. It ensures that the message is not modified while transmitting, and thus the email is authenticated. 

_Use the Domain-based message authentication, reporting, and conformance (DMARC)_ 

This method of authentication makes sure that the email is not from a spam or phishing attack. DMARC uses both SPF and DKIM techniques to authenticate the email. It blocks all fraud messages sent from any specific domain. 

### **Warm up your IP and slowly scale to the peak number** 

To build the trust and reputation of your IP address, you need to send your emails to the limited number of people and then slowly and gradually increase the number of emails as new IP addresses don't have any reputation at first. However, you can build both reputation and trust with time. It ensures that your email reaches the inbox of your target audience. 

### **Use double opt-in or confirmed opt-in** 

You need to be sure that your email doesn't end up landing in the wrong inbox or invalid accounts. So, double opt-in ensures that you have a good quality contact list and ensures your email reaches the maximum people with the right email address. This option confirms the email by sending a confirmation email and then adding them to the contact list. It can help you to send emails to the people who are verified and are interested in your product, which will further increase the email deliverability. 

### **Simplify the opt-out process** 

You need to make sure that your subscribers don't have any issues while they opt-out, and when they don't want to receive your emails, they should be able to unsubscribe easily. It helps in sending emails to only subscribers and target only those who are interested in your information. 

### **Avoid spam trap email** 

Spam trap emails are not the verified emails, and it can be fake id and not the real person or maybe incorrect email id. You need to eliminate spam trap emails from your contact list as sending emails to these emails can increase the bounce rate and decrease the email deliverability and reputation of your company; thus, you need to avoid spam trap emails. 

### **Don't use spammy words in subject line** 

The first thing that pops up when you check any email is their subject so they can attract the attention of people in seconds and can convince them to read your mail. The subject line should be as short as possible and should not consist of any inappropriate words or characters. Your email can go directly into the spam folder if you have chosen the wrong subject line for your email. So you need to avoid words that influence customers and can be treated as spam words like "free," "discount," "%," "solution," etc. You have to avoid punctuation marks ( !,?) and also make sure that your subject line doesn't start with Re: or Fwd: as it can come under spam. 

### **Avoid buying email lists** 

Buying email lists might seem to be the easiest way to reach the maximum people. Still, it may result in decreasing your email deliverability as the emails are not appropriate, and there may be fake emails included in the list. You don't know the people to whom you are sending your email, so it may not be effective and can have a significant impact on the reputation of your company. 

### **Clean your lists regularly and use segmentation** 

You must keep updating your lists regularly and eliminate the contacts that no longer check your emails, the people who are not interested, and showing zero response and those who longer use that email account. In this way, you will not send emails to the wrong people and will be able to increase email deliverability. Segmentation of lists is important as there are different ways to deal according to the type of customers so we can get the different types of customers like new customers, regular customers, irregular customers, etc. To the new customers, we can offer discounts or other incentives to attract and make them regular customers. 

In contrast, for regular customers, we can come up with other options so that they don't go for any other brand. Segmentation also helps to keep your existing customers connected and thus resulting in high email deliverability. 

### **Send emails that people prefer reading** 

There are high chances that people would buy your product, and if the email can convince them through emails. Send emails that people like to read and be able to relate to them. You can approach them in a friendly way, give them the correct and best advice, give useful information, be empathetic, value their time by giving necessary information, and be clear about your message. It will not just increase email deliverability but also increase the conversion rate and reputation of your company. 

### **Get the frequency and timing right** 

You need to make a consistent schedule for sending your email with the right frequency and right timing so that your email doesn't get ignored by people. There is no use of sending emails when people are not able to view it, so it is essential to choose the best time according to your target audience and send the email when people can check and have some free time. Usually, the best time to send the email is in the afternoon on weekdays as people are more active on weekdays as compared to the weekend. However, it can vary depending upon the people you are targeting and what schedule they follow. For example, if the target audience is office going women, then the best time would be in the afternoon on weekdays. If the target audience is working in fields, then the best time would be in the night or the weekend. The decision of the best time can also depend upon your product. If the product is a 'speaker' so the best time to send emails would be the weekend or at night when people are free and want to enjoy dancing. 

### **Keep a check on sender reputation and blacklists** 

It is essential to have a good sender reputation or sender score. The sender score can be measured based on complaints filed against you by the user, the total number of spam reports of your company, the email history of your company to date, your company domain's reputation, and the bounce rate. You can provide a confirmed opt-in option in your email, regular email audits, and avoid spammy words to achieve a high sender score, which further helps you to increase email deliverability and build trust among your target audience. You need to avoid blacklisting as blacklisting decreases the email deliverability, and your message does not reach the inbox of your subscribers. You can avoid blacklisting by fixing a consistent schedule so that your subscribers don't forget you and don't mark you as spam, and along with this, you need to be clear and concise about your message so that your subscribers find it useful. 

### **Monitor metrics regularly and fix issues** 

You must keep a check on your metrics regularly to increase email deliverability. You should check if your bounce rate is minimum, and the email deliverability rate is up to the mark, and if it is not up to the mark, then you need to find out the issues and fix them as soon as possible. You should check what needs to be done and take action to maintain the reputation of your company.

Increase Email Deliverability

Email marketing is a complicated process where it is crucial to keep the email bounces as low as possible to make the whole email campaign successful. The message content and match, persuasion, analytics, and all such factors would make a difference only when the email reaches your targeted audience. Hence, an email marketer must pay close attention to the email deliverability and ensure a low email bounce rate. 

An email bounce happens when the email is bounced back or returned from the subscriber's email server. The non-deliverability of emails can be due to many reasons, which may be temporary or permanent. 

There are two categories of email bounces: 

* **Hard Bounces:** 

These email bounces are the bounces due to permanent problems such as invalid email addresses or non-existent domain names. 

* **Soft Bounces:** 

These email bounces are the bounces due to temporary reasons such as a down server, large content, or full mailbox. 

In the former, you must identify those email addresses and stop sending emails to them while in the latter, you can try to send emails several times. However, if there is still no response, then you must delete those emails ids. 

## **What is the bounce rate?** 

In email marketing, the bounce rate is the metric that measures the overall percentage of the email addresses from your subscribers' list that didn't receive the email because those recipient's mail servers returned them to you. 

## **How to calculate the bounce rate?** 

You can follow these steps to calculate bounce rate: 

* Divide the total number of bounced emails by the total number of emails sent. It gives the total number of bounces per email.
* Multiply the bounce per email rate, thus obtained by 100 to get the percentage of bounce rate. 

The high bounce rate can have an adverse impact on your email deliverability. It may damage your sender reputation. Also, there are chances that you may get blacklisted. 

## **What is an acceptable bounce rate?** 

The bounce rate of 2% or less is acceptable. However, the bounce rate above 2% leads to problems. It indicates that you must check the best email marketing practices and find our ways to reduce the bounce rate. 

## **Ways to reduce email bounce rate** 

You can take the following steps to decrease the email bounce rate and increase the deliverability of your emails: 

* **Maintaining a good list hygiene** 

You can maintain a good email list hygiene by keeping a track on different aspects. You should monitor the email bounce rate, opt-ins, and key metrics. Also, you must clean up things regularly, for example, hard bounced email addresses and old domains. 

* **Make use of a permission-based opt-in list** 

It's always better to take the permission of the users to whom you are sending emails. In case the recipient didn't opt-in to be on your mailing list, then there are chances that they can mark your email as spam. It can damage your senders' reputation and further increase the email bounce rate. 

Therefore, you must take permission beforehand by asking the user to register or subscribe to your newsletter. It helps in avoiding the email bounces from those who have not granted you permission to send emails. 

* **Keep updating your subscribers' list** 

The subscribers' list must consist of relevant email addresses. The stale or cluttered list would only lead to a high bounce rate. You must update your email list from time to time. Also, you can provide your recipients, the option to unsubscribe and update preferences. 

As an email marketer, you should clean the email list as and when necessary. However, you should not delete addresses just after your first email campaign. Otherwise, you may have to spend much time as well as resources to restore your email sender reputation. So, it's considerably better to update or clean the email list after every 6 months. 

* **Email authentication** 

An email marketer should authenticate the domain name as it proves to be useful in the long-run. You can take the help of a good email service provider for ensuring the authentication and verification of your domain. 

The verified emails give the email recipients, an idea that you are whom you claim to be and thus, not spamming them. It also prevents sending security alerts to your recipients. 

Authenticating your domain has a positive impact on the deliverability rates and automatically reduces the email bounce rate. 

* **The preference center** 

You should give your subscribers an option to choose and control the type of information they receive in emails from you. Consequently, they should be able to decide on how many emails they would like to receive from your side. It decreases the email bounce rate. 

* **Verification of the email addresses** 

Verifying the validity of email addresses in your list is a must before you start the marketing campaign. Otherwise, the probability of a hard bounce rate can be very high. 

You can make use of various tools and carry out this email addresses the verification process with ease. 

* **Consistency decreases the email bounce rate** 

You must send the emails to your subscribers regularly and consistently. The higher subscriber engagement is essential to reduce the spam complaints and also the email bounce rate. In case you are too late in sending the email, then recipients might not even remember subscribing to your emails or newsletters, and they may send your email in the spam folder. You must keep sending emails regularly to avoid any such chances. 

The email marketing campaign can be truly successful only when you take sincere efforts on your part and send consistent emails to develop good contact with your subscribers. 

* **Avoid free sender domains.** 

There are chances that if you're using free email domains such as "@gmail.com," then your emails might end up being sent to the spam category by different filters. Also, those emails will not pass the DMARC policy check for Yahoo, Gmail, and AOL. It increases your email bounce rate and spoils your reputation. 

You must avoid free sender domains and, instead, use a professional business domain for the email marketing campaign. 

* **Quality Emails** 

The quality of your email content makes a big difference. The content should force the recipient to read and go through the whole email. For this, you can include visual content, compelling words, attractive subject line, and pictures. 

If your recipients start putting your emails as spams or deleting without opening, then it would harm your sender's reputation. Overall, it can have an adverse effect on the email bounce rate and increase it, thereby putting you at risk of getting blacklisted. 

* **Don't create spam-like emails** 

In any circumstance, you should avoid spammy words as filters would easily recognize them, and your efforts would go waste. 

You should keep a check on the email templates, subject line, message, and other links to ensure that your email surpasses the spam filters. 

* **Track the email deliverability and performance results** 

It is critical to have a close on the email deliverability and performance results, so no serious issue remains undetected. You can adopt different marketing practices to increase subscriber engagement in time. 

You can't let go high bounce rate unnoticed for long as it can hurt email deliverability and your sender reputation. 

* **Improvise your strategies** 

Testing your email list on a continuous basis is also essential. It is good to have a constant watch on the analytics of your email bounce rate. 

You must keep an eye on the new emerging marketing practices. Accordingly, you should change and improvise your email marketing strategies. You should also know where you are going wrong by analyzing the results of negative email campaigns so you can understand which changes are necessary to succeed. 

Using the steps mentioned above, you can decrease the email bounce rate, thereby ensuring that your emails are reaching the inboxes of your mail recipients'.

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How to decrease the email bounce rate?

A bounce happens when a user cannot deliver an email to the recipient's email server. The recipient's server sends an automated bounce message, called a Non-Delivery Report/Receipt (NDR) in return. It contains the details of the particular problem with email delivery. The recipient's tab of sent marketing emails holds complete information regarding the bounce type and server response. 

## What is an Email Bounce? 

When the recipient's email server refuses to accept your email message and sends it back to you, then it is termed as an "email bounce." 

Bounced emails are those addresses that the recipient's server bounce back. It means they could not be delivered successfully to the inbox of recipients. 

The bounce rate shows how good the mailing list is during email marketing campaigns. 

It has an immediate impact on your reputation as a sender. It is an important parameter that you must track during email marketing. 

There are two kinds of bounced emails: 

1. Hard Bounces
2. Soft Bounces. 

## What is a Soft Bounce? 

A soft bounce is a temporary failure in the deliverability of an email. You can resend the email to the recipient in the future. 

The temporary delivery issues may include large content of the email, recipient's full inbox, down server, or other technical problem. 

## What is a Hard Bounce? 

A hard bounce is a kind of permanent failure in the deliverability of an email. In these emails, the user can not deliver email to the recipient due to permanent reasons. 

Some of the permanent problems can be the recipient's fake email address or wrong domain. 

If you are conducting an email marketing campaign, you must remove all these addresses because the recipient's server won't accept any email. It is necessary to maintain your sender's reputation. 

## What are the main reasons for email Bounce? 

Email bounces can be because of the following reasons: 

* **Imported list's errors** 

When a user imports the email list in the CSV format, there are chances of incorrect information in the email addresses. Hence, it requires proper formatting beforehand. 

* **Emails sent through free email providers** 

Using free email provider services such as Yahoo and Google will result in DMARC authentication problems. As per the updated DMARC policies, private business domains should be used for sending emails during the email marketing campaign. 

* **Old email list** 

You must update your email list from time to time. Otherwise, there is a high probability that some email addresses of the old list may have been abandoned or converted into recycled traps. 

* **Unrelatable and inferior quality emails** 

Quality makes a huge difference in the preparation of the best-suited email list and, further, email marketing. You need to do a quality check for the scraped or email list you purchase. 

Though hard bounce is a permanent deliverability failure, checking the soft bounces is also crucial to ensure your sender's reputation remains intact. 

The main reasons for soft/temporary email bounces are: 

1. Recipient's Full Mailbox
2. The large message of the email
3. Server unavailable
4. The email couldn't pass the spam filter
5. Temporary suspension of the email account 

However, it's the hard/ permanent bounces that cause the real problem as the user cannot send them again. The main reasons for hard email bounces are: 

1. Invalid email address or, a typo in the address
2. The email address no longer exists
3. The email recipient's server is blocking the sender's server. 

## Acceptable Email Bounce Rates 

The bounce rate can spoil your reputation. Thus, you must keep this rate in check. 

The quality of your contacts list affects this bounce rate. It varies from one service provider to another. 

A low bounce rate (up to 1%) reflects a current, maintained list with real and active subscribers. 

The acceptable bounce rate is approximate 3% to 5%. Your account can get blocked if you have a hard bounce rate above 10% in most of ESPs. 

Meanwhile, a high bounce rate is usually higher than 3%. 

## Where can you search for the email 'unsubscribes' list? 

The Email Marketing and CRM applications have a complete email suppression list due to hard bounces and repeated soft bounces. 

In the Email Marketing application, you can check the list by clicking on the tab labeled 'Unsubscribes' on the left side. 

Similarly, you can view the 'Unsubscribes' by selecting the email unsubscribe list on the 'Unsubscribes' page in the CRM application. 

## How to reduce Hard and Soft Email Bounces? 

In any email campaign, the bounces need immediate attention. High bounce rates have many disadvantages, for example, suspension of the account. It may lead to an adverse impact on marketing and your senders' reputation. 

Therefore, you should adopt the given measures to reduce the email bounces: 

* **Double opt-in list** 

You can ask the users to click on the email verification link before adding them to the list. It is known as a double opt-in process. It helps in dealing with the fake ups, thereby ensuring the validity of emails and further monitoring the inbox. 

* **Clean your email list** 

You should clean your email list regularly. It will help in decreasing the chances of a temporary and, at times, permanent account ban. 

* **Never spam** 

Your message shouldn't be spammy; otherwise, providers like Google and Yahoo with inbuilt spam filters will directly forward it to the spam box. 

* **Regular emails approach** 

The marketers usually use this approach to send emails on a regular basis at least twice a month. Some choose to send two to three times a week. However, it's essential to keep an eye on the overall performance of the email campaigns. 

* **Remove bounces** 

Various websites provide adequate services to remove the email bounces. You can sign up with them and work upon conducting a successful email campaign.

All About Hard Bounce & Soft Bounce in Email Marketing

**Email Deliverability** is a critical topic that defines the success or failure of almost all email marketing campaigns. A poor understanding of email deliverability and security issues can even lead to the blacklisting of your domain.

In this section, we provide you with a curated list of articles compiled by our marketing and deliverability experts to help you ensure that all of your emails land smoothly in the inbox. 

#### [You can access all our guides for Email deliverability & Security Series here](https://www.mailmodo.com/guides/email-deliverability)

Email Deliverability & Security

Z 1. Marketers with experience in email outreach campaigns are aware of the importance of email marketing. It's a precise and proven marketing tactic in which every email campaign metric can be measured efficiently. Conversion rates, click-through rates, open rates, and delivery rates are essential metrics measured in an effective email campaign, which in turn helps measure the overall campaign success. 

Similarly, email verification and validation should not be underestimated as it plays a vital role in your campaign’s success. Validating and verifying the email addresses of the recipients before kicking off your email campaign helps in improving the campaign performance overall. 

This blog details the concept of email verification and validation, why it is done, and what tools you can use to carry out email verifications along with their unique capabilities. 

## Table of Contents

- What is email verification
- How is email verification done
- Benefits of Email Verification Services
- What should you look for in an email verification tool
- Email verification tools
- Conclusion

## What is Email Verification?


The intricate part of email cleansing is called email verification, which ensures whether the recipient’s mailbox accepts emails and is active. Email verification also identifies different email address discrepancies and possible spam traps before it gets flagged by the ESPs (Email Service Providers) or ISPs (Internet Service Providers), which can cause severe damages to your reputation for a lifetime. In other words, email validation enhances deliverability by cleaning up your emails and helps deliver messages to your target audience. 

## How is Email Verification done?

Though many of us use email verifying tools, most of us don't have a clear understanding of how email verification is done. Below are a few steps that explain how email verifiers work and the process behind them.

**Syntax Check:** This is the first step in verifying an email address. It helps ensure whether the email address is correct, checks spelling, commas, spaces, special characters, and also whether the domain extensions are used in the right place. 

**Domain Check:** This is the second step in the email verification process. It checks whether the domain name used in the email address exists and is registered and whether it is working correctly on the domain it is hosted. 

**Email Ping:** The third important step in the email verification process is the technical process, which pings an EHLO message to the exact email address and then waits for the server's response. If there is a response, it indicates that the email address is correct, exists, and the server is active. 

## Benefits of Email Verification Services

There are different reasons why an email address may turn invalid or stop working. Sometimes it may be due to the human factor like the person changing their email address or technical glitches. 

Below are a few reasons why verifying your email lists before sending out an email campaign is essential. 

- **When the recipient changes their email service/provider:** Let’s say a person is using a local email service provider and then they switch to Gmail/Hotmail. In these cases, your emails will not be delivered to the recipient, though the old one may still be active. 

- **When the recipient changes their email ID within the same email service provider:** If a person uses the same email service provider but switches to a new email address, your emails will not deliver and bounce back immediately.  

- **When the recipient switches positions within a company:** Every employee will have a different email address based on their designation. C-level employees, mid-level, and Junior cadre employees have different email address formats. When a person is promoted from a junior position to a mid-level, their email address automatically becomes invalid, which can cause your email messages to bounce. 

- **When the recipient changes jobs:** Many decision-makers and specialists often change jobs every few years, and in this case, emails get redirected to another person or become unreachable when a person leaves the company. 

- **When the domain is dead, it's a familiar and technical reason for the email to be verified:** If you find any website unreachable, then it indicates that the mail server is down or the domain is dead. In this case, you can't deliver the message to your recipient. 

- **When the public email provider is down or dead:** There is no chance for the email message to reach the recipient if the server is down or when the email provider is out of business. Sometimes online email providers experience technical server problems or even shut their businesses. 

Apart from this, it’s also essential to ensure whether the email verifier supports other verification methods like deliverability check, domain check, and syntax check. 

It’s not necessary to verify every email address. It’s okay to verify the email lists obtained from untrusted sources or if it’s a new set of email lists. This can help save more time and money. 

Now that you are super clear about the importance of verifying emails and the working mechanism, the next step is to choose the right email verification tool.

## What should you look for in a good email verification tool?

- **Online tool:** Make sure that it is an online email verification tool that works as SaaS (Software-as-a-Service). These tools don't need any of your computer resources as they are easily accessible anywhere and anytime from any device. You also don’t use your own IP for the verification process instead it uses the service’s IPs which work way better.
- **Scalability:** The email verifier you choose should be capable of verifying both single email addresses and extensive email lists. Bigger email lists take time in some cases but mostly done instantly. 
- **Personal and corporate emails:** You need to ensure whether the email verifier can verify both private and corporate email addresses. 
- **Different verification mechanism:** The email verifier you choose should verify multiple aspects by running other validation mechanisms like email server ping, domain check, and syntax check. 
- **All-in-one/Connectivity/Integrations:** All these features are considered necessary because every email verification process makes use of email verifiers, and therefore it's good that your verifier is integrated or connected with different tools like email list management tools, email sending tools, email generation tools, and more. 

## Email verification tools

Here are some of the popular email verification tools that we recommend. 

**1.  ZERO BOUNCE**

**Description** 

Zero Bounce is one of the leading and popular online email validation services that ensure the companies sending high volume and complex emails lead to better email deliverability. The email verifier tool can eradicate bounces, remove invalid email addresses, verify key recipient demographics, and validate IP addresses. This tool provides inbox placement tester and other deliverability tools, which are prevalent for testing the leading email providers for spam/inbox placement and mail server tester. 

It protects the senders' reputation for email marketing and detects and eradicates known spam and abuse trap emails, toxic, temporary addresses, and catch-all domains. It provides information about the subscribers and also boosts deliverability. This tool also provides API integrations and it is an effortless and fastest tool to validate emails. 

**Key features**

Some of their unique features include disposable email detection, syntax check, bulk email verification, single email verification, domain check, catch-all server detection, and spam detection. 

**Pricing (Offers free trial & freemium benefits)**
The basic plan starts at $15 per month, and they also have a freemium version. Freemium works based on credit score. 

**2. BOUNCER**

**Description**

Bouncer by the name decreases bounce rate, protects the sender's reputation, and enhances your deliverability by not allowing unknown, risky, or a single email address to enter into the lists of your email. Their easy-to-integrate and ultrafast email verification APIs provide various advantages, that include countless possibilities to validate your emails. Bouncer is user-friendly and helps deliver messages to your audience with promptness and ease. You can also use bulk email verification or verify the emails in real-time in batches or at once. 

**Key Features** 

Some of the unique features include disposable email detection, syntax check, bulk email verification, single email verification, domain check, and catch-all server detection. 

**Pricing (Offers freemium benefits)**

It serves based on the pay as you go, model. It costs about $0.0025 per email. If you want to take a trial run, you could use the free 1000 credits to play around with the tool.   

**3. THECHECKER**

**Description**

TheChecker is an affordable, fast, and accurate email verification tool that removes bad bounces and emails. Some of the crucial aspects you gain from TheChecker tool includes

Increase the ROI of your email campaign
Increase the conversion rate of your email campaign
You can stop being blocked by Spamhaus and other anti-spam organizations

**Key features**

Some of the unique features include a quick email checker, filetype compatibility, anti-greylisting technology, misspelled domain detection, risk validation, customized exports, and more. 

**Pricing (Offers free trial & freemium benefits)**

It serves based on the pay as you go, model. It costs about $0.0019 per email. You can also sign up for a free trial and validate up to 100 emails for free. 

**4. DEBOUNCE**

**Description**

Making use of an email validation tool like DeBounce helps in getting rid of the threatening emails. You can also deactivate emails from your list quickly. Every email marketer who sends out email marketing campaigns needs to use DeBounce. 

**Key features**

Some of the unique features include disposable email detection, syntax check, bulk email verification, single email verification, domain check, catch-all server detection, and spam detection. 

**Pricing (Offers free trial & freemium benefits)**

It serves based on the pay as you go, model. The basic plan starts at $10.00 with which you will be able to verify up to 5000 emails. You can also sign up for a free trial and get 100 credits for free. 

**5. CLEAROUT.IO**

**Description **

Clearout is one of the 98%+ accuracy-filled email validation and verification tools capable of carrying out more than 20+ refined validation checks. You can verify more than 15 million email IDs per day to remove invalid and temporary addresses, spam traps, and abuses. Bulk validation, real-time validation, and quick validation are a few ways email verification can be carried out. It also works seamlessly with top CRMs and ESPs. 

**Key features**

Some of the unique features of Clearout include WordPress plugin availability, Google Sheets Add-ons availability, secure data, fully compliant, secure data transmission, real-time verification, and more.
  
**Pricing (Offers free trial & freemium benefits)**

It works based on the credit score. 1 credit is equivalent to 1 email. You can buy 5000 credits for just $25. You can also create a free account and get 100 credits for free to get started. 

## The verdict

I hope the above list of email verification and validation tools has provided you with a clear understanding of which tools better suit your needs.  Once you have picked the right email verification tool and validated your email lists, you can use MailModo to send your email campaigns.  With MailModo you will be able to create and send actionable emails that power unique email experiences. We have a 30-day free trial. No credit card required to sign up.


Would love to hear your thoughts on other email verification tools available. Let us know in the comments below. Happy to feature your success stories on our blog. 



Learn about the best email verification and validation tools in the market


What are the best email verification and validation tools | Guides | Mailmodo

What are the best email verification and validation tools?

Accelerated Mobile Pages or AMP emails bring new functionality to an email where it lets you create rich dynamics and make emails more interactive in the inbox in a way that hasn't been possible before.

AMP-powered Email newsletters let you create live an interactive content 
directly inside emails, and the ability to read blogs, watch videos, etc without leaving your inbox. 
With AMP-powered newsletters, users can interact with live content inside the email itself, without having to be directed to open a link.

Here’s everything you need to get started with creating an interactive email newsletter

## Table of Contents

- What is an Email Newsletter
- Why do we use Email newsletters
- What are the cons in Email Newsletters
- Sending Email Newsletters with AMP Emails
- Advantages of AMP Email Newsletters
- Benefits of using Mailmodo for sending interactive emails
- Conclusion

## What is an Email newsletter?

Email Newsletters are the type of emails that informs users of news concerning the activities of a business or an organization. It generally covers one main topic. They have many forms and utilised according to their use case, For example, Weekly digests, Company updates, Promotions, etc. but there are no constraints to what a newsletter can include.

## Why do we use email newsletters?

Email newsletter are used to maintain regular contact with your recipients like motivating your users to take action, making a purchase or checking out blogs etc which helps in increasing visitors to your website. It also helps in sending relevant content to potential users. Email newsletters have been proven to be more successful than social media marketing over the past decade

Let's look at some of the benefits of Email Newsletters



- **Generates traffic:**  Email newsletters are a constant source of website traffic. If your emails' newsletters are Personalized and well designed it contains relevant content, this will enhance your chances of the reader clicking on the calls-to-action for more information.

- **Cost effective:** Email newsletter is one such email marketing tool that saves marketers a good amount of money. Banner advertising, Google AdWords, Facebook Ads and  influencer marketing and all these paid advertising are considerably more expensive than email marketing.

- **Tracking metrics is easier:** Email newsletters are much easier to track. Email statistics provide you with all the information like open rates, click rates, unsubscribe rates,   bounces, which user terminals were used to open the newsletter and when, which links are clicked on, etc. These metrics help with improved and better email marketing strategies.`
 
- **Autonomy from Third parties:** By creating a newsletter, you are independent from other third parties be it service providers or softwares. Publishers and influencers, as well as social media platforms and Google, are much more likely to increase ads cost than an email service provider is.

- **Easily linked to other marketing channels:** Newsletters can be easily linked with other marketing channels such as social media. They can reach their users from anywhere. Emails can be opened and read anywhere.

## What Ails present HTML Email newsletters?

While email newsletters have their own benefits, there are some drawbacks as well. Let’s look at some of the most important ails present in HTML newsletters

- **Low deliverability:** One of the main drawbacks of newsletter  is that it provides low deliverability. Email newsletters are usually mistaken for promotional emails due to which it gets lost with hundreds of other emails that end up going into the spam folder  

- **Poor engagement:** Since newsletters are sent out at periodic intervals, they no longer interests most people which results in less readability and a low success rate

- **Content limitations:** Unlike regular emails, email newsletters have certain content limitations where you cannot add Carousels or Forms. HTML newsletters are limited in this way.

- **CTAs create poor user experiences:** With HTML newsletters, the user has to visit another website to perform certain tasks which result in poor user experience

- **Personalisation is done for an average user:**  Email newsletters are personalized for an average user and due to which it might not appeal or relate to everyone which leads to low opening or reading rate


## Sending Email Newsletters with AMP Emails
  
AMP powered Email newsletters allow users to make dull emails newsletters more dynamic with content that can be updated, blogs and articles that can be read, vlogs and videos that can be watched - all within the comfort of the email. 


- As an email marketer, you can select templates according to your use case to create an AMP Email newsletter to send to your recipients. 

- Unlike HTML newsletters, you cou can now design your AMP powered newsletter without certain limitations where you can include images, carousels, videos within an email

- You can even include rate or comment or feedback right inside email - this provides good engagement and CTA’s

- When your users receive these interactive AMP emails, they will be captivated. Since these are AMP powered email newsletters, without the content limitation, the newsletter would look more appealing to them. 

- They would not  need to jump from one website to another. They can now read blogs and fill forms within an email. 

- They can even comment, rate or submit feedback inside the email without getting redirected to a page.  

What you as an email marketer have done is you have made your newsletter interactive and thereby more engaging. As a result your number of reads, Clicks and conversions will increase and your newsletter churn will decrease. 


## Advantages of AMP Email Newsletters

AMP-powered Emails Newsletters are set to revolutionize the way Email marketing has been done all these years. Some of the advantages of AMP Email Newsletters include the following

- **Interactivity:** AMP-Powered Email Newsletters help create Interactive media which makes it interesting for the users

- **Browse the net within Email** With the help of these newsletters, one can read blogs, watch vlogs and any such activity without having the need to visit the website or a link since AMP emails let you do this within an email

- **Security:** AMP email Newsletters are safe and secure since they don't use user data. Also, the best advantage is that it's free of advertisements

- **Improved User Experience:** AMP-powered Newsletters provides you with an improved user journey where you can perform all CTAs, promotional or transactional activities within an email.

## Benefits of using Mailmodo for sending interactive newsletters

Mailmodo is one of the most reliable platforms for creating interactive email newsletters with AMP emails. Let us see some of the benefits of using Mailmodo for sending interactive email newsletters

- Mailmodo helps users create easy to build email newsletters with AMP elements without any coding. IT provides you with better UI/UX using carousels, accordions, videos, blog insets, carts, etc. 

- Mailmodo provides users with a rich library of AMP email newsletter templates

- With Mailmodo, you can now send triggered automated AMP email newsletters whenever you want

- Mailmodo lets you add dynamic ratings for individual content pieces within email newsletters

- Mailmodo provides better deliverability for your email newsletter

- With Mailmodo you can Integrate your email newsletters with essential CRMs  

- You can also increase your personalization to make AMP mails more relevant for each subscriber/user with Mailmodo

## Conclusion

AMP Powered Email newsletters not only helps you create dynamic email newsletters but the features it offers can help you gain important insights for better and improved email marketing.

With mailmodo as your medium, you can send as many interesting newsletters as you can to your users within a short span of time.


Learn how to create interactive email newsletters with AMP emails for better engagement

Creating interactive email newsletters with AMP emails | Guides | Mailmodo

Creating interactive email newsletters with AMP emails

It is no secret that one of the most important aspects of business is ‘networking’. One particular way of networking is sending cold emails. In 2020, the rate of exchange for a cold email was 15.11%. A cold email is an initial email sent to a recipient in hopes of gaining value in terms of favor, sales, chance, or any other dual-sided gain. Then, perhaps, sending thousands of emails for your publicity will be your next move. But if you do so, your email address will immediately be blocked. A crucial step in the process to save your emails from getting flagged as spam is to warm up your domain for cold email.

 In this article, we are going to discuss the step-by-step process one needs to follow to warm up domains. Let’s dig into it!

## Table of Content

- What is an Email domain warm-up?
- Why do you need to warm up your domain?
- A step-by-step guide to email domain warm-up
- How Mailmodo can help with email domain warm-up?
- Conclusion

## What is an Email domain warm-up?

The email warm-up is a method for you to develop a reputation and increase the email sending limit for a new email account. The warm-up procedure involves sending email messages from a new email account to a smaller number of people and progressively increasing the number of emails every day.

In 2019, google took more stringent steps from both email sending and receiving sides to detect spam emails. The email service provider gives daily sending limits when a user opens a new email account. Although, a new account can't use it entirely. Ideally, it takes 8-12 weeks to accomplish maximum deliverability. The process of warming up may seem sluggish and repetitive, but it is essential when you want to escape the dreaded spam folder. 

## Why do you need to warm up your domain?

Email domain warm-up is done to signal your service provider that you are not a robot or scammer. It becomes crucial when you are preparing a high-volume cold email campaign from a new account. Given below are the most important reasons you should not overlook the domain warm-up process.

**Avoid spam folder:** Every domain acquires a reputation that ranges from bad to good. The host considers a new account suspicious from the outset. Hence email warm-up service is needed to ensure that emails reach the receivers’ inboxes.

**Email throttling:** Email throttling implies controlling the number of email messages sent to one ISP or remote server at one time. When a large volume of emails is sent at once without domain warm-up, the receiving ISPs often block these messages because they seem to be spam.

**Grey-listing:** As per SMTP protocol, a greylist is a list of email addresses or domain names that are used by a spam filter to detect suspicious emails. If a message comes from the list's address or domain, it will be quarantined i.e. temporarily blocked. You must warm-up your domain to steer clear of greylisting.

**Bounce rates:** When you send emails to email addresses that do not exist, your emails get bounced. Email warm-up tools can help you early on to be in the safe zone and eliminate bouncing.

In a nutcase, domain warm-up will increase your deliverability and open rates while decreasing your bounce rates. 

## A step-by-step guide to email domain warm-up

Domain warm-up demands your time and efforts, as it is a long-term commitment. As you are dedicated to growing your business, email marketing is a cost-effective aid.

**1. Set-up a new domain**

You might want to use your existing company domain to send emails. As it already has a good reputation, it reduces the energy needed for warming it up. Unfortunately, you might encounter problems and burn your primary domain of everyday business. So, register a new domain and prepare it for email outreach

**2. Authenticate your email**

Account authentication is the first thing required with a new email address.
After registering a single domain name for email outreach, simply follow these steps:

- For the RPD (return path domain), develop an SPF (Sender Policy Framework) 
- Create a domain-based message authentication, reporting, and Conformance report ( DMARC) and set monitor policy
- Upgrade IP based Complaint Feedback loop
- Set up MX (Mail Exchange) for your current domain record

**3. Send emails manually**

It is always good to start cautiously till you have gained the email service provider’s trust. 

- You should send 10-20 individual emails from the new email address at the opening juncture. A short-cut tip from Mailmodo is to send them to your relatives and friends. 
- Make sure there is a clear interaction with the initial emails, which will help you increase the number of emails.
- During this time send emails to various email services like Gmail, Yahoo, Outlook, iCloud, Godaddy, etc to broaden your email spectrum.

**4. Cherish responses**

To achieve full deliverability, it is important to generate engagement in your warm-up emails. 

- It is vital to have some daily conversations as it is a continuous 8-12 week operation. Having a faithful response base gives the ISP a hint about your legitimacy. 
- Subscribe to a few newsletters related to your enterprise sector, regularly getting emails is just as critical as sending new emails to warm up. 
- Double the volume of emails every 2 weeks.

**5. Be humane**

The final advice to add as many non-robot-like touches to your emails.

- Don’t send too many emails to the same address at once. Neither should you send email only at a certain time. For example, alternating between mornings and evening and the number of days.
- Avoid fraud-seeming terms in your email copy like donate, free, etc. at the very start. As 69% of people will mark a mail with a long subject line as spam, be smart with your words to attract open clicks.
- Add the unsubscribe link because otherwise, your email looks unprofessional. Your credibility can be adversely impacted by even a single spam report against the new account.
- Personalize your emails by adding as many names as possible. Open rates can be increased by about 22% by adding the name of the recipient in the subject line.

Keep an eye on the process and if the domain warm-up is not meeting your expectations consult an expert. This brings us to the next part.

## How Mailmodo can help with email domain warm-up?

Mailmodo provides you a dedicated service from the moment you sign up. We do regular follow-ups of our clients regarding any issue they might face. How can we offer you a good email warm-up service? 

- Mailmodo is a superior email marketing platform with proven deliverability. Our clients celebrate an increase in over 225% conversion rates by using interactive AMP emails.
- Using Mailmodo’s email marketing software, you can send bulk and triggered emails causing automated warm up.
- Mailmodo provides a dedicated account manager for enterprise clients to warm up the email domain. Our experts will back you up with any queries regarding the process.
- Mailmodo integrated trackers to help you monitor the output of your emails and export full reports of user activities & campaign results.

## Conclusion

The strictness of the algorithm is to maintain a grip on the junk emails. As you are a genuine user, help the system realize that you are not a spammer by following the above-mentioned practices. While you are learning and becoming a pro, Mailmodo is here to provide a one-stop solution to warm-up your domain and so much more.



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