6 Tips That Will Improve Your Email Deliverability

4 minute read

Email deliverability is essential for email marketing campaigns. If your email isn’t delivered, it won’t be seen by the customer and you will not get any engagement with them. In 2019, the number of global email users amounted to 3.9 billion (Statista, 2019). This is a huge part of any marketers arsenal and shouldn’t be rushed but in order to reach as many email users as possible, email marketers need to improve their email deliverability.

3 Metrics that Affect Email Deliverability

1. Sender Score and Reputation

Your sender score is a calculation by services like Return Path or Send Score that uses data like spam complaints, domain reputation and other metrics.

It can depend on the domain’s age. In reality, a new domain is considered suspicious for the few days after registration. After all, reputation can only be built up over time. So it’s a good idea to start warming up all of your emails on such a new domain by sending just a few emails each day to warm contacts during the first four weeks after its creation. Also, try not to go full throttle too quickly, new domains that send thousands of emails will be flagged as potentially sending spam.

Your domain’s reputation increases the likelihood that emails will be delivered. That is why it’s critical to have it audited and all of the flaws addressed before beginning major outreach. More on how to improve the reputation score of your domain later in this post.

2. Email Bounce Rates

An email bounce occurs when a message is sent to an invalid email address. It can’t be delivered because the email address doesn’t exist, the mailbox is full, or the email you’re sending is too large.

One of two things may be the cause: You’re sending messages to people you don’t know with their permission or you’re not monitoring and cleaning your email list closely enough.

Typically a bounce rate under 2% is good, but it can vary by industry. Ultimately you should be removing these emails from future sends and trying to identify why it may have bounced. Are they an old contact that you’ve had no engagement with for a long time? It could be a good exercise to identify any similar contacts and preemptively remove them.

3. Spam Like Content

Spam filters look for material that breaks email service’s rules in an attempt to prevent spam. They use algorithms to find words or phrases that spammers employ as well as unsolicited headers and large attachments, which they try to ban. These filters are effective; as a result, your Gmail spam folder is likely brimming with junk.

Spam is often sent in bulk sends,  banking on a small percentage opening it and taking some sort of illicit action. Whilst you probably aren’t sending spam content, you can get caught up in the same filters that are there to protect us with your emails.

One of the main ways of triggering spam rules are emailing contacts who haven’t opted in to hear from you, I.E. you’ve bought a list from a third party or a sister company. This should be avoided as some countries can penalise businesses who do this but also your domain reputation will suffer for it.

Tips to Improve Email Deliverability

Be clear with your from name and email address

If a customer sees an email from “Support” instead of the company’s well-known team members’ names they’re less likely to open it. Remember: The same goes for subject lines – if people don’t recognise who is sending them emails or what the email is about they’ll probably just delete it right away. Make sure there aren’t any typos in your sender details either.

Monitor your email list's spam complaints through feedback loops

Customer engagement should be a top priority as well, as it affects email deliverability positively or negatively depending on the type of engagement that takes place. Constant monitoring and improvement is key for any business wishing to succeed in email marketing campaigns that yield high returns.

Emails with non-personalized content are less likely to receive positive responses than emails that have been customized specifically targeted toward each recipient. – Senders who use permission-based mailing lists generally enjoy better open rates and higher conversion rates compared to those using purchased lists or trade shows where contact information was gathered by means other than implied consent (opt-in).

Make opting out Easy

It’s not only the right thing to do, it’s also a legal requirement. The CAN-SPAM Act demands email marketers to inform subscribers that they have the option of cancelling their subscription at any time and provide them with clear instructions for doing so.

Segment your Email List

The more precise your targeting, the better. Segmenting your audience might enhance email deliverability by improving the probability of sending relevant content to subscribers, making them more likely to open your emails.

Clean your email list

If your emails aren’t being read, you need to remove them from your list. The traditional mantra is to have as many subscribers as possible, but an unengaged one can do you much more harm to your reputation than you’ll get back in any sales. You should clean your email list on a regular basis. That includes removing individuals who haven’t opened your emails in a long time or anyone who hasn’t made a purchase in a long time, or ever. Email addresses are sometimes deleted when users change jobs so don’t expect them to be active forever.

Set Expectations

Setting expectations is a good way to build trust and brand loyalty, most people are happy to give over their email with the promise of being kept up to date with news, special offers or new content but how often do we as marketers set the expectation of what, how and when we will be contacting them.

In the welcome email you could include the following:

  • What kind of content you’ll send them
  • How often you’ll send it
  • How they can unsubscribe if they’re no longer interested.

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