Graymail is email that contacts don't open but have signed up to receive. Graymail is a potentially serious issue for senders, as it is reflective of low engagement.
Graymail and Reputation
As with all sent mail, graymail directly impacts your sender reputation. An excessive amount of sent graymail can lower your email sending quality, engagement rates, and overall sending reputation, as these contacts are not being correctly contacted. As graymail sent contacts can eventually be unsubscribed from or, potentially, reported by a contact as spam, it is imperative to keep an eye on how contacts are engaging with your mails. Essentially, sending to recipients at risk of being unengaged puts your sender domain at risk of hitting a spam trap, or having your sender domain classified as spam.
Graymail and Mail Categorization
Internet Services Providers (ISPs) are aware of graymail, and their categorization algorithms can impact just where your mails end up. Aside from the aforementioned spam classification, sending mails to contacts who are no longer interested in reading what you have to say can result in sent mail being kept out of the inbox. While certain mailbox tabs are no longer the threat they used to be, any mail that does not end up in the inbox is at risk of being ignored outright. Carefully marketing to contacts is essential to keeping them engaged—and keeping your mail from being improperly categorized.
Graymail and the SharpSpring Engagement Score
SharpSpring’s engagement score is affected by graymail numbers. SharpSpring shows you how many emails you have left to send to each contact, so if you see a contact that has opted in with a low engagement score then they are most likely not falling victim to graymail. As such, you can't just send emails without considering this.
With SharpSpring, when a contact fills out a form, they then have an allocation of 16 emails they can receive before being considered as unengaged—so you need to be smart with those 16 emails. If they are added by any other method (other than a form fill) then they start with 9 -- so you have 9 emails to send them before you can't send them any more emails.
Paying attention to contact engagement score will help you catch those leads before it's too late, so you can go in and change your strategy in an attempt to get their attention. Make sure you're keeping an eye out for the two lists Unengaged and At Risk, and be sure to adjust your email marketing strategy when reaching out to contacts that are at risk of being unengaged.
You can prevent sending graymail and protect your domain reputation by actively sending mail to engaged recipients. Keeping an eye on contact engagement helps give you the visibility to see exactly who is opening what emails and whether your emails are falling flat or gaining traction.
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