This post is part of a series explaining the new email and portal system in Flexmls. To read the entire series, click here or you may view the PDF.
In order to help clarify the new permission-based email system in Flexmls, let’s dive into some detail as to why this change was made.
The current system doesn’t validate the email addresses of your clients, which has led to poor deliverability for all Subscribers. Looking at reports of email deliverability for just one day and just four email providers, we can see that over 100,000 emails failed to deliver to clients.
Email Deliverability Through Flexmls by Email Provider:
(Flexmls Email Delivery Daily Report, 7/1/2015)
How does this happen?
When emails from Flexmls are sent continuously to email addresses that are not opening them, it causes those email providers to no longer allow Flexmls emails to be received at that domain. Many email spam filters keep a running average of open rates by the sender’s domain. Once a domain’s average open rate falls below a threshold, messages from that sender’s domain can be blocked, blacklisted or junked.
The email system is a shared resource; the actions of other Subscribers affect the deliverability for everyone. Frankly put, the current system is being abused by those who do not follow email marketing best practices.
The new opt-in only system will ensure that email addresses added to Flexmls Subscriptions are valid. This is an industry-wide best practice. We expect the deliverability numbers above to rise greatly under the opt-in system as Flexmls will reduce the volume of auto emails to bad email addresses.
The 90-day email expiration rule is not new. In fact, it was introduced 5 years ago. The rule today allows a Subscriber to renew an Auto E-mail regardless of whether or not the person receiving the emails is opening or even receiving them. With an automatic expiration system, the benefit is two-fold. For one, if your clients are looking at a link in at least one of their Subscription emails every 90 days, you will never need to remember to go into the system and manually extend their automatic emails. Secondly, by opting out email addresses that have not clicked a Subscription in 90 days, it helps to ensure the security and deliverability of emails for Subscribers with clients that are utilizing their Subscriptions.
Please note the opt-in system only applies to automatic emails, manual emails through Flexmls do not require an opt-in.