I had an interesting conversation with a manger with one of the local FMCG companies around the topic of messaging. I happened to mention that we offer enterprise level messaging platforms on sms, mobile applications –push functionality and email. The first two were an easy sell on why they would need an enterprise solution but when it came to email, she was convinced that there is nothing like enterprise email messaging.
In the past we have seen how email powers the “social fabric” with almost all online interactions requiring the use of this important piece of identity to allow service access. With increasing utility of the email channel as powered mobile data uptake throughout Africa, governments, brands and other businesses must understand the real benefit of ensuring message delivery.
Two things happen to an email that doesn’t meet certain criteria; it either gets relegated to the spam folder that will see a swift delete by the targeted users or it gets blocked by the service provider and the user will not even have a clue that you attempted to communicate.
There are a number of things that a business must address to ensure delivery of communication sent over email.
Having a good reputation on email involves several factors such as : creating and designing communication without buggy backend code, consistent volumes when sending – it is unlikely that as a business your database will fluctuate drastically if its properly build up, low bounce back rates and finally having low numbers of complaints – if you send unsolicited email, chances of the recipient clicking “Spam” or “Junk” are much higher and this will dent your reputation.
Infrastructure is key in ensuring deliverability; most people erroneously believe that simply deploying messaging over smtp given by a hosting provider is sufficient to send bulk emails. We recently had a client come onboard, who had attempted to send to a modest list of ten thousand customers and ended up having their email privileges revoked by their hosting provider, which meant that even official incoming emails could not be received and neither could they send. Different rules apply to high volume transactional type email traffic.
Authentication of the sending entity is paramount in this day and age of spam and “stolen identity”. It helps ISP and other mail service providers confirm that you are indeed who you say you are. It’s amazing the number of businesses that still don’t look into this.
Transactional email communication, whether for marketing purposes, customer retention or service alerts are important to any business, and you must seek out providers who will give a guarantee on delivery and provide advice on how to properly implement a email communication strategy, covering all the important elements some of which have gone unmentioned here.