VMaturation In 2016 the pressure continued, after all

[zihadhasan010]

Rock always works with ambitious goals, but the focus of the year remained on learning and maturing . Let me explain why.

By this point, Rock's subscriber base was growing more robust and had never been through a cleanup. Think about it: people who signed up for our newsletter or downloaded some material in early 2014 were still being included in the shots sent out 2 years later.

In 2 years, many people change jobs, change email addresses, lose interest in certain topics, and so on. That's the perfect recipe for increasing the number of hard bounces , the metric that indicates how many messages could not be delivered to the recipients due to permanent errors (i.e. non-existent accounts).

When this number is very high, email servers start to suspect that you have purchased an email list and this increases your chances of getting on a blacklist.

When your domain gets on one of those lists, especially if it's nigeria phone data from a large server like Gmail or Hotmail, distribution is affected and people stop receiving your emails. That is, you work hard to build a subscriber base, spend time producing interesting content to send, and... nobody receives it.

That's what happened to us!

In previous years, our email deliverability always averaged 99.3%. That is, out of all the email addresses we selected to send to, 99.3% of them received our email in their inbox. But during the months of May, June, and July, our deliverability stuck at 92%. It was time to make some changes.

It took months of hard work to clear our name, but it taught us good lessons such as:

No more messages to the entire database
In the end, the concept of segmentation didn't come about without a good reason. People want to receive interesting emails, and to achieve this goal, you need to work with topics that are relevant to them.

Since not everyone likes everything, you have to segment .

And I say more:

We must educate
It's not a good idea to sell to someone who doesn't yet know your service well (let alone the concept behind it).

That's why 2016 was the year of the year for nurturing streams. We created 79 new emails to educate our base based on the materials they downloaded (long live segmentation! haha).

Ah! But "classes" for phantom students are not valid. That is why it is important that.