BigMailer is a platform designed and built for managing multiple brands, which benefits digital marketing agencies, email marketing consultants, franchises, multi-location businesses, and large companies that own multiple brands.
Some email marketing service providers offer “sub-accounts” feature where standalone accounts are linked together and can be accessed with a single login. In this type of setup you login once and can switch between accounts, typically via dropdown in the header.
What is a Brand?
You can think of a brand as a business entity with its own unsubscribe page. So in cases of franchises or multiple locations, each owner or location would become its own brand. The lists can not be shared across brands and billing is based on unique contacts under each brand. A user can be assigned access to multiple brands.
BigMailer allows you to add unlimited brands and users at no extra cost. You have a brand dashboard as a starting point with engagement summary.
You invite new users to your account and assign brand access and a role – administrator, brand manager, or campaign manager.
The brand name is typically the name of the business or the domain name of a website. In cases of multiple locations but same business name it’s best to follow the same naming convention to avoid confusion – location name, or “[main brand] – [location]”.
The brand name is displayed in plain text on the Unsubscribe page unless a logo is uploaded, in which case only the logo is shown and no text. If you don’t upload the logo it’s best to have the brand name label in BigMailer to include actual brand name and not just a location. Below is an example of BigMailer unsubscribe page with logo and custom message types.
Custom Message Types
Custom message types help manage subscription preferences for your subscribers and can retain more subscribers on your list compared to a single global unsubscribe from a brand.
You can create custom message types under each brand by clicking on the brand name in the header and selecting “Message Types” from the menu. You will not be able to edit message types once you create them, so put some thought into the names before you add them.
Ideally, message types would indicate mailing frequency, if you have a set schedule, for example:
- Weekly Newsletter
- Monthly Product Updates
- Daily Digest
- Company Announcements (Quarterly)
- Occasional Offers From Our Partners
You can specify a message type when you create a new campaign and BigMailer keeps track of the subscription preferences.
Email deliverability has been a hot topic for marketers for quite some time. With mailbox providers getting more aggressive about their spam blocking and filters, inbox placement has become a priority issue for many marketers to address. To protect their email deliverability, marketers need to implement email verification as part of the pre-campaign routine. In this article, we are comparing a few email verification service providers to help you find the one that will keep your email list clean.
Why Verify Your Email List?
Email deliverability is a complex topic, but it comes down to 3 things:
- Sender reputation, this includes sender email/domain as well as IP address it sends from.
- List and content quality.
So deliverability is strongly correlated to your sender reputation and hard bounce rate is one of the factors affecting it. With high hard bounce rates sender reputation takes a hit. If you don’t implement any actions to reduce your bounce rate it can negatively impact your inbox placement. Your domain might get marked as SPAM by Internet Service Providers, which can result in your emails being delivered to the SPAM folder, and even lead to getting your domain appear on blacklists.
Risk of Account Suspension with Your ESP
An average email list decays at a rate of 2% per month for B2C lists and 3% for B2B lists. So if an email list hasn’t been engaged in more than 3-4 months it can have more than a 10% bounce rate on the first bulk campaign. A bounce rate over 10% can result in getting an account suspended on many email platforms, in addition to causing long-term damage to your sender reputation.
About Catch_all and Accept_all emails
Email verification will also prevent you from sending your campaign to disposable (aka temporary) emails as well as emails that domains set up as catch_all. Disposable emails are often used by spammers and fraudsters. Once created they usually are valid for around 48hrs, and later become invalid emails that will generate hard bounce. Catch_all also known as Accept_all emails, is an address that is specified to receive all messages that are addressed to an incorrect email address for a domain. The risk with such emails is that it might seem to be valid, however, it could still generate a hard bounce. By using email verification you will be able to establish which of the addresses are set up as catch_all, but you won’t learn if it is deliverable or not. The decision to message such addresses should be based on the overall quality of your list.
Email Bounces and Cost
There is of course a budget factor – email verification can save you money. Sending your campaign to undeliverable or risky addresses via your ESP’s or marketing platform can generate extra costs, with no chance of generating any return on investment (ROI).
Verification Process and Results
In a typical verification process you upload a CSV file and once validation is complete you see stats on the results and options to download your verified list. Most verification services produce at least these 4 statuses:
- Deliverable – these emails are safe to send to
- Undeliverable – these addresses no longer exist and should not be sent to
- Risky – these emails are likely to result in a high bounce rate (often catch-all addresses)
- Unknown – these emails couldn’t be verified so may result in high bounce rate.
If your email verification provider allows it, you should download Deliverable, Risky, and Unknown as separate lists and upload them as separate lists into your email marketing platform. If you are starting fresh with a new service provider you should ONLY send your 1st campaign to Deliverable addresses only, to ensure the lowest possible bounce rate. This is because many providers move you onto a shared IP pool tier that correlates to your 1st campaign or campaigns sent in the first 1-2 days.
On average, email lists identified as Risky or Unknown by email verification providers result in 30% bounce rate, so they should be slowly added into large bulk campaigns overtime, to finalize verification through sending.
While bounce rate below 10% will not result in you getting banned from an email marketing platform your goal should be to keep bounce rate below 3% for best email deliverability.
Choosing an Email Verification Service
There are a lot of email verification services available, and it might be overwhelming when searching for the right one for the first time. There are several methods used by providers to verify emails so there is a small variation in results and accuracy. We find that the difference in accuracy is fairly small – around 2% – while the cost can vary x2-5.
For this comparison article, we are focusing more on affordable providers we have evaluated as potential partners. BigMailer is a very affordable email marketing platform, so it was important for us to continue to offer our customers great value when integrating a 3rd party email validation service.
Other factors that we considered besides cost are: security and GDRP compliance, availability of robust APIs to process large data sets, possibility to run a test prior to purchase, and finally the team behind the service and support.
Below are the services we had reviewed and ranking factors we have checked for this article:
Last Updated: Mar 14 2022
As we were evaluating prospecting partners 2 services stood out (and we got you extra discount with both):
Bouncer offers about 2% higher accuracy than other providers and has very friendly UI and flexible data download options, making it our favorite. Bouncer team and servers are located in Europe so this can appeal to customers in the UI region. Bouncer file upload limit is 500,000 emails or 30MB in file size. Get a 10% discount with this link.
Emailable offers reasonable verification speed and 1500 free validation credits to BigMailer customers via this link only. Emailable file upload limit is 1 million emails and 100MB in file size.
Both providers have de-duplication but they act on it differently:
- Emailable automatically de-dupes your list but doesn’t display the info on results so it can be confusing why your output list is smaller than the list you uploaded.
- Bouncer automatically de-dupes and displays the stats.
If you tried out these providers and have feedback please share it with us.
Happy email marketing!
You may have heard by now that Google services have experienced major outages on Dec 14 and 15.
Not only Gmail users had difficulties logging into their accounts, but emails sent to Gmail accounts have been rejected by google with:
“message”: “The email account that you tried to reach does not exist. Please try double-checking the recipient’s email address for typos or unnecessary spaces. Learn more at https://support.google.com/mail/?p=NoSuchUser”
This means that if you had been sending emails to Gmail addresses during the outage you likely had a high bounce rate for your Gmail addresses and possibly your campaigns and accounts overall. Since BigMailer pauses campaigns with high bounce rate you may have received notifications about your campaigns being paused due to high bounce rate.
You should review engagement by domain report on any campaigns you sent on Monday-Tuesday.
You might see a high hard bounce rate for Gmail.com domain:
If your Amazon SES account got suspended you should reply to the email you received from Amazon and explain that most of the bounces were erroneous from Gmail due to outage (if this is in fact the case). A screenshot of the report, like the example above, and a link to this post may help with a faster resolution and account re-instatement.
While the original issue is outside of our control and influence we are monitoring situation and exploring ways we can rectify it by possibly reseting the bounce status on the affected addresses.
We will post an update once we take any action on this situation. If you need a faster advisory on rectifying this yourself please reach out to us via live chat once you log into your BigMailer account.
UPDATE Dec 17: BigMailer had addressed this issue by reseting the hard bounce status for affected contacts.
UPDATE Jan 6: Most marketers are not even aware of the issue as per the poll we ran on Twitter.
What is Segmentation and Why Use It?
Email list segmentation is a technique that email marketers use to send highly targeted emails by dividing their list up into smaller groups, or “segments.” The goal of segmentation is to provide more relevant content to your email recipients.
You want your marketing campaign to be as precise as possible so the right message can hit the right people at exactly the right time. For this, email segmentation is an absolute must.
How to Segment Your Email Lists
In BigMailer, you can segment your campaigns on:
- Your custom fields. For example, last order date or subscription status.
- Pre-defined fields like DateAdded and Email, specifically email domain (e.g. gmail.com or yahoo.com).
- Campaign engagement – sends, opens, clicks on a specific campaign or any campaigns in a given time period.
Here are some examples of segmentation rules you can use in BigMailer with screenshots:
DateAdded – this value is added when a contact is added to BigMailer:
Campaign engagement – sent/not a specific campaign:
Campaign engagement – opens on a specific campaign or any in a given time period:
Campaign engagement – clicks on a specific campaign or any in a given time period:
You can combine your inline conditions and your pre-defined segments with either ANY or ALL rule.
If you’re reading this, that means you’re serious about creating the most targeted email campaigns possible. And we are here to help.
Before you’re able to segment your audience, you need to get their emails and collect relevant data. Using BigMailer webforms to collect your subscriber data gives you a few advantages. For example, we automatically capture your user’s IP address (but we don’t save or store it) and convert it to non-PII data points (country, state, city, zip code, and latitude and longitude), which allows you to target your audience by location.
Need ideas on how to leverage segmentation? Check out this article – 50 ways to segment your list from OptinMonster.
Want to learn more about email marketing? Head over to our email marketing automation or email deliverability guides.
Happy email marketing!