How to Boost Your Email Deliverability?

Feb 17, 2022
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Email deliverability is essential for your email campaigns to be successful. If you want to market your business, products and/or services using email marketing, how do you make sure that your emails are delivered?

What do you do if your recipients are not receiving your emails? The good news is that there are several things that you can do to improve your email deliverability.

What is Email Marketing Deliverability?

The event of an email reaching your subscriber’s inbox is known as email deliverability. It ensures that your email appears in your recipient’s mailbox, which can lead to conversions and sales if your audience is convinced by the message in their inbox.

However, all the efforts that you put into crafting the perfect email marketing messages could be in vain if the emails you send do not actually reach the recipients’ inboxes. This is why maintaining good email deliverability is so important.

The higher your email deliverability, the higher the chances of converting recipients to customers and the higher the chance of your business being successful.

How to Get the Best Deliverability for Email Marketing

There are several things that you can do to achieve a higher email deliverability rate. These include:

Email Authentication for the Best Email Marketing Deliverability

Authenticating your email with DMARC, DKIM and SPF shows subscribers that the email they are receiving is from a verified individual or business rather than a spammer or scammer. Email authentication is a necessary step to help avoid having your emails landing in spam folders rather than going straight through the subscriber inboxes.

The main ways to authenticate your email include:

Sender Policy Framework (SPF): This is an email authentication method that does not let spammers use your domain. It compares the sender mail server’s IP address with a list of authorised sending IP addresses to send emails on your domain.

Domain-based Message Authentication, Reporting and Conformance (DMARC): This is an authentication method that makes sure that the email is not a spam or phishing attack. It uses several techniques to authenticate the email and blocks any fraud messages sent from any domain.

DomainKeys Identified Mails: This makes sure that no alterations are made to messages while they are transmitted. It uses public-key encryption to encrypt particular messages and links the digital signature to the DNS domain name. The public key can then be used by the recipient system to verify and decrypt the signature.

Double Opt-In Can Help with Marketing Email Deliverability

You need to make sure that any marketing emails that you send do not end up landing in the wrong inbox or being sent to an invalid account. Because of this, you should always use double opt-in, which will ensure that you have a good-quality email list and that your emails reach the correct email addresses.

Double opt-in confirms the email by sending subscribers a confirmation email with a link that they can click on to be added to the contact list. It will increase email deliverability by making sure that you are only sending emails to verified people who are interested in receiving emails from you.

Scale Email Send Volume Up Gradually to Improve Deliverability with Email Marketing

To build the reputation for your domain and IP address, you should start by sending your emails to a limited number of people and gradually increase the number of emails you send. This is because, at first, a new IP address does not have any sender reputation and sending a lot of emails straight away can be damaging.

Instead, you need to go through a process known as domain warm-up, which means gradually scaling up the number of emails you send, which can take time to build reputation and trust.

Email Marketing Deliverability Best Practices: Simple Opt-Out Process

Just because somebody has subscribed to receive emails from you, does not always mean that they are always going to be interested in hearing from your business. You need to make sure that subscribers are not going to run into any issues when they opt-out from receiving emails from you.

If a recipient decides that they do not want to receive your emails any longer, they should be able to easily unsubscribe. Making this process as easy as possible will help you make sure that you are only sending emails to subscribers who are interested in receiving information from you.

Avoid Spam Trigger Words to Increase Email Marketing Inbox Delivery

One of the most important things that you can do to improve your email deliverability rate is to understand why emails end up in spam boxes and how to avoid including these factors in your marketing emails. Spam trigger words, for example, should be avoided in both the body and the subject line.

The subject line is particularly important; along with avoiding any inappropriate words or spam trigger phrases, it should also be short and to the point. Avoid using any words that influence customers such as ‘discount’ or ‘free’.

Avoid Spam Trap Emails

Spam traps are honeypots that are used to identify spammers. These email addresses are set up to track spammers and should never land on your contact list. This is because if you do send an email to a spam trap email address, it will have a huge impact on your email deliverability rate and your reputation. 

Don’t Buy Email Lists

While buying an email list might seem like the easiest and quickest way to reach the maximum number of people in a short amount of time, it can decrease your email deliverability rate over time since the email addresses on the list might not be appropriate.

Another issue with buying email lists is that the emails on the list might be false. Sending emails to purchased lists is likely to do more harm than good to your business over time since many of the recipients may not be interested in hearing from your business and there may be legal repercussions if the recipients have not given you permission to use their data.

Send Relevant and Engaging Emails to Improve Email Marketing Email Deliverability

When sending marketing emails, it’s always important to send messages that people are going to like reading. Sending emails that are engaging and relevant will increase your email deliverability along with boost your campaign’s conversion rate.

Instead of only focusing on promotional emails, consider sending engaging emails that your recipients can relate to. With a friendly approach, you can offer advice, tips, and other information that may be valuable to your audience.

Regularly Clean Your List

It is important to update your email lists on a regular basis and remove any contacts who no longer check or open your emails and those who you have not had any response from. Along with this, remove any email addresses that are no longer used or addresses that you have duplicates for.

This will help you avoid sending emails to the wrong people and increase your email deliverability.

Segment Your Email List

Email list segmentation is necessary to get customers by segmenting them into different groups. You can segment your list by existing customers, new customers, regular customers, and irregular customers, for example.

You can also segment email lists based on several other factors such as demographics like age, gender, location, family status, occupation and more.

Perfect Your Sending Schedule and Frequency

It is important to have a consistent schedule for sending emails with the right timing and frequency to improve deliverability and open rates.

There’s no point in sending emails when the recipients are unlikely to be able to read them, so it’s important to spend some time choosing the right time to send emails based on your target audience.

Check Your Sender Reputation

It’s important to have a good sender score or sender reputation for good email deliverability. Your sender score is measured with a number of different factors such as the number of user complaints filed against you, spam reports against your business, your company’s domain reputation, bounce rate, and email history.

Regularly Monitor Performance Metrics

To improve email deliverability over time, it’s important to regularly check your performance metrics. Make sure that your bounce rate is minimum and that your email deliverability rate meets acceptable standards.

If it does not, then you will need to determine the issues and fix them as soon as possible. Not checking your performance metrics and acting accordingly can quickly cause damage to your company’s reputation.

A good email deliverability rate will help you ensure that your company’s marketing emails are being received and opened by recipients. These are just some of the best ways to increase email deliverability and build superior email marketing campaigns.

Email deliverability is something that you should check regularly and make improvements whenever needed.

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