Every business knows how important email marketing is, but nobody wants to be spending that much time and effort on their campaign only for half of the contacts to never see that email. Email deliverability refers to how many emails are delivered to your contacts’ primary or promotional email tab, rather than the spam one. Even if most of your emails are getting delivered, you should understand the best practices to ensure that this doesn’t happen further down the line. Here we look at 6 best practices to improve business email deliverability.
Don’t Use Purchasing Lists
Unless your customers have subscribed to your mailing list, you should not be sending them any promotional content, even if you think they want to hear from you. Not only is this against GDPR regulations, but you are also likely to be reported as spam. Unwanted emails from your company could be enough to sway a customer away from your brand and even block further emails from yourself. Not only are you missing out on future sales, but you could also be damaging your reputation. Use opt-in forms on your website and be clear and concise with what emails your customers may receive.
Following Email Marketing Practices
A huge part of deliverability is giving the readers what they want. What customers want are emails that will interest them and are full of value. Don’t send emails just for the sake of keeping customers reminded of your brand. There should be an offer, sale or some valuable information that will keep customers entertained. Your emails should also be easy to unsubscribe, as you don’t want to bother customers who are no longer interested in hearing from you. This doesn’t necessarily mean they won’t buy from you, but if you keep bothering them with information and they can’t find an easy way to unsubscribe, chances are they won’t buy from you again. For more information on email marketing best practices, check out this blog post.
Using the Right Email Subject Lines
Creating a great email subject line is half the battle when it comes to creating emails that entice customers and improve open rates. The content that you include in this will have a huge impact on how well your emails are delivered. When creating your subject lines, make them relevant to the audience, interesting, and never make any false promises. Your brand should never lie just to improve click rates and any clickbait will see customers unsubscribing straight away and reporting them as spam.
Avoiding Those Spam Filters
Sometimes email providers can recognize your content as spam, even if it isn’t. This means your readers won’t even get the chance to see your emails, rendering your email marketing scheme useless. There are certain filters that the top email engines look for when moving emails to spam including the use of capital letters, overusing punctuation (you don’t need 10 exclamation marks in a row to stand out), overusing spam words such as “cheap”, “free” or “$$$” and any HTML errors. The best way to avoid HTML errors is to use bulk email software. This allows you to build an expert and professional-looking email, even with no graphic design qualifications.
Get Rid of Unengaged Email Addresses
You should clear out your email list at least every couple of months. If you have email addresses on there that are no longer active or never interact with your emails, it can be hard to tell how well your email marketing scheme is going. If you want the most accurate results to calculate open rates, you need to ditch those unengaged emails. It might be you are sending to email addresses that are non-existent and inactive. Many email providers such as Gmail and Yahoo Mail will penalize businesses who are sending emails to these sorts of accounts, and this is called a spam trap. This means your important emails could end up in spam, just because you are sending to an inactive email address.
Ensure the Sender is Clear
If you want your emails looking professional, the sender of the email should be obvious for customers straight away. If they don’t recognize the name of the sender, they may well think its spam, even if they signed up for your service weeks ago. Your sender email address should contain your website domain and the sender name can be more personal, such as “your name” @ “your business name or website”. While just adding the company still remains professional, adding a name can make you more relatable and lets the customer see there is a real person behind these emails, not just a robot.
Email deliverability is just as important as your email marketing schemes. If you work hard on your emails and want the best open rates, follow this guide to improve your business email deliverability.