Once your email reaches your customers' email inbox safely, 2 factors are critical for the open rate of your email marketing campaign:

1. Sender's Name: Do your recipients know you? Emails with a known sender would be much more likely to be opened. When customers signed up your email newsletter, have you made it clearly that from whom they were expecting to get an email?

2. Email Subject: If you were the customers, would you open it? Is it easy to understand? Is it attractive enough? It works much better if you could customize the email subject to each of your recipient. It makes people feel respected.

Go ahead and make changes, and you'll see your email campaign open rate improve!

In permission-based email marketing, the Inbox Placement Rate (IPR) is a deliverability benchmark that is used to determine what percentage of emails arrive at the recipients' inbox. It is a key metric that email marketers focus on nowadays.

Every ISP keeps a record of your reputation score. Every time you send mass emails, your reputation score is recalculated based on the complaint rates, number of expired email addresses and unknown accounts in your email list. Once your reputation score drops below the threshold, your account or IP address will be suspended or blacklisted.

Therefore, after each email marketing campaign, remember to clean up your email list by examining the open rate, click rate and website activity of each email address.

Reputation, once ruined, is hard to rebuild!