As a marketing professional who relies heavily on email campaigns, ensuring email deliverability is crucial to the success of your marketing strategy. Deliverability refers to the ability of your emails to successfully land in your subscribers’ inboxes rather than being flagged as spam or blocked by internet service providers (ISPs).
There are several key factors to consider when it comes to ensuring email deliverability.
1. Build a quality email list
The foundation of email deliverability is building a quality email list. This means obtaining permission from subscribers to receive your emails and regularly cleaning your list to remove inactive or invalid email addresses. Purchasing email lists or adding people to your list without their consent can result in high bounce rates and spam complaints, which can damage your sender reputation.
2. Choose a reputable email service provider
Your email service provider plays a key role in email deliverability. It’s important to choose a reputable provider that has a good sender reputation and takes measures to ensure deliverability. Look for a provider that offers features such as email authentication, spam testing, and email list management tools.
3. Authenticate your emails
Email authentication is the process of verifying that your emails are legitimate and sent from a trustworthy source. This involves setting up DKIM, SPF, and DMARC records to authenticate your domain. Authentication can help prevent your emails from being flagged as spam or phishing attempts.
4. Use a clear and concise subject line
Your subject line is the first thing subscribers see when they receive your email. It’s important to use a clear and concise subject line that accurately reflects the content of your email. Avoid using spam trigger words or misleading subject lines that can result in high spam complaints.
5. Optimize your email content
The content of your email can also impact deliverability. Avoid using excessive images or HTML code, as these can trigger spam filters. Use an appropriate balance of text and images, and optimize your images for fast loading times. Make sure your content is relevant, valuable, and engaging to your subscribers.
6. Monitor your sender reputation
Your sender reputation is a score assigned to your email sending practices based on factors such as spam complaints, bounce rates, and engagement rates. It’s important to monitor your sender reputation regularly and take measures to improve it if necessary. This can include removing inactive subscribers, reducing the frequency of emails, or improving the quality of your email content.