Email deliverability is critical for email marketing. And email deliverability failure usually occurs when your emails end up in the spam folder or are blocked by your ISP (ISP). You've probably read a lot of content on various types of email campaigns, A/B testing, subject lines, open rates, and email marketing strategies, but without email deliverability, it's all meaningless.
So let us learn how to maintain a solid foundation! Here are five strategies for increasing email deliverability and ensuring that your campaigns reach their intended audience:
1. Check your sender reputation
Your sender reputation is one of the main factors that affect email deliverability. ISPs use a variety of techniques to determine whether an email is a spam, including checking the sender’s IP address, domain name, and email header information. If your email looks like it’s coming from a spammer, it’s likely to end up in the spam folder or get blocked altogether.
You can improve your sender reputation by ensuring that your email campaigns are compliant with the CAN-SPAM Act, using double opt-in confirmation, and sending emails only to subscribers who have opted in to receive them. You can also use an email authentication tool such as Sender Policy Framework (SPF) or DomainKeys Identified Mail (DKIM) to help improve your email deliverability.
2. Optimize your email content
Another factor that affects email deliverability is the content of your email. ISPs are more likely to block or filter emails that contain spammy content, such as links to phishing websites or offers for cheap pharmaceuticals.
You can improve email deliverability by ensuring that your email content is relevant and interesting to your subscribers, and by avoiding the use of spammy keywords or phrases. You should also make sure that all of your links lead to reputable websites, and avoid including too many links in your email content.
3. Use a good email service provider
A good email service provider can help improve email deliverability by optimizing your email content for spam filters, verifying your email address against blacklists, and providing email authentication tools.
You can improve email deliverability by choosing an email service provider that has a good reputation and is known for its high email deliverability rates. You should also make sure that the email service provider you choose offers email authentication tools such as SPF and DKIM.
4. Use email list management software
If you’re using an email list that you acquired from a third party, there’s a good chance that many of the email addresses on the list are no longer valid. This can lead to a high bounce rate, which can adversely affect your sender reputation and email deliverability.
You can improve email deliverability by using email list management software to clean up your email list and remove invalid email addresses. You can also use email list management software to segment your email list into different groups so that you can send targeted email campaigns to specific types of subscribers.
5. Test your email content
It’s important to test your email content before sending it out to a large audience. This allows you to identify any potential problems with your email content, such as broken links or images, and fix them before they have a negative impact on your email deliverability.
You can improve email deliverability by testing your email content using an email preview tool such as Email on Acid or Litmus. These tools allow you to see how your email will look on different email clients, and identify any potential problems with your email design or content.
And That's the End of It!
To succeed in email marketing, you must first master email deliverability!
Following that, you can begin curating subject lines, determining A/B testing, determining different email campaigns to cover the customer journey, learning the email automation funnel, and so on. And with a good email marketing tool, you can send order confirmation emails or abandoned cart series, or any post-purchase emails with no worries of being marked as spam.
And To summarise, we've compiled a list of some of the most important email deliverability mistakes you should avoid.
Things to avoid when it comes to email deliverability:
- Purchasing email addresses.
- Sending emails to people who do not want or are unable to receive them.
- Sending to a list of email addresses. Furthermore, there is always the possibility that someone in the email group will mark your message as spam.
- Sending emails to inactive or old email addresses.
- Sending emails containing spammy language.