Email marketing remains a powerful tool for businesses to engage with their audience. However, the effectiveness of email campaigns hinges on one crucial factor: email deliverability.
Ensuring that your emails land in your subscribers’ inboxes rather than their spam folders is paramount.
About 162 billion spam emails are sent every day, with 49 percent of the 333 billion daily emails sent, considered spam as of 2022.
The following are 10 essential tips to improve your email deliverability.
Build a quality email list
The foundation of good email deliverability is a high-quality email list. Avoid purchasing email lists; instead, focus on building your list organically.
Use sign-up forms on your website, social media platforms, and during in-person events to gather email addresses from individuals who are genuinely interested in your content.
Obtain explicit permission
Always seek explicit permission from your subscribers before sending them emails.
This is not only a best practice but also a legal requirement under regulations like the GDPR and CAN-SPAM Act. Use a double opt-in process to confirm that subscribers genuinely want to receive your emails.
Maintain list hygiene
Regularly clean your email list to remove inactive or invalid email addresses.
Use email verification tools to identify and remove addresses that are likely to bounce. This helps maintain a healthy sender reputation and improves deliverability.
Personalize your emails
Personalized emails tend to perform better and are less likely to be marked as spam.
Use your subscribers’ names, segment your list based on their interests, and tailor your content to meet their preferences. This enhances engagement and reduces the likelihood of your emails being flagged.
Optimize email content
Create high-quality, relevant content that your subscribers find valuable. Avoid using excessive promotional language, all caps, or too many exclamation marks, as these can trigger spam filters.
Keep your emails concise, visually appealing, and ensure they load quickly.
Use a reputable email service provider
Choose an email service provider (ESP) with a strong reputation for deliverability.
Reputable ESPs have established relationships with internet service providers (ISPs) and employ best practices to ensure your emails reach your subscribers’ inboxes.
Authenticate your emails
Implement email authentication protocols such as SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting & Conformance).
These protocols verify that your emails are coming from a legitimate source, enhancing your sender reputation.
Monitor email deliverability metrics
Keep a close eye on your email deliverability metrics, such as open rates, click-through rates, bounce rates, and spam complaints.
Regular monitoring helps you identify and address issues promptly, ensuring your emails continue to reach your audience.
Manage your sending frequency
Find the right balance in your email sending frequency. Sending too many emails can annoy your subscribers and increase the likelihood of your emails being marked as spam.
Conversely, sending too few emails can lead to disengagement. Test different frequencies to find what works best for your audience.
Provide an easy unsubscribe option
Make it easy for your subscribers to unsubscribe from your emails.
A visible and straightforward unsubscribe link not only complies with legal requirements but also helps maintain a healthy email list by allowing uninterested recipients to opt-out.
In conclusion
Improving email deliverability is a continuous process that requires attention to detail and a commitment to best practices. By building a quality email list, personalizing your content, authenticating your emails, and monitoring your deliverability metrics, you can ensure that your emails consistently reach your audience’s inboxes.
Remember, the goal is not just to send emails but to deliver value to your subscribers, fostering trust and engagement over time.
Implement these tips, and watch your email campaigns achieve better results, driving your business forward.
