Email deliverability is essential for a successful email marketing campaign. You want to make sure that your emails are reaching the inboxes of your subscribers and not getting trapped in spam folders.
Email deliverability refers to the percentage of emails that reach your subscribers’ inboxes without being redirected to spam or junk folders. In order to improve your email deliverability rate, you need to follow these tips:
1. Use a Responsive Design
A responsive email is one that adapts to different screen sizes and resolutions. This can be achieved through the use of style> tags and media queries. This will automatically adjust the email content to fit a particular device, making it easier for readers to access the information on their smartphone or tablet.
In order to increase your email deliverability, you should focus on all the components that affect it, such as making the switch from Instantly. This includes ensuring that your email has a clean list, using the right email marketing software, and using best practices. These will help you get your emails into the main inbox rather than a subscriber’s spam folder.
It is also important to ensure that your emails are well-crafted. People who are uninterested in your newsletter or who receive low quality emails are more likely to mark them as spam, which will hurt your email sender reputation.
Make sure that your email has a preheader and a clear call to action. This will encourage your subscribers to take the next step, which is more likely to boost your conversion rates. In addition, you should use big, bright buttons that are easy to tap on mobile devices. Leaving space around the buttons will also make them look cleaner and less cluttered, which will improve the email experience for your readers.
Another way to improve email deliverability is by segmenting your email list based on engagement. This will allow you to send targeted and relevant emails that will increase your open and click-through rates. It is also a good idea to use email tools like Cognism to remove old or stale email addresses from your list. This will help prevent them from being used as spam traps by ISPs and blacklist providers.
2. Include an Unsubscribe Link
An unsubscribe link is one of the most important elements in email marketing, and it’s essential for improving email deliverability. It tells ISPs like Gmail and Yahoo that you’re not trying to spam or harm your audience and is a good way to help them keep your emails in the inbox rather than the spam folder.
The unsubscribe link should be easy to find, and it’s important to include it in all of your emails. If you hide the unsubscribe link, it can lead to spam complaints, and it also reflects negatively on your trustworthiness as a sender. Your subscribers will feel trapped and want to leave your mailing list if you don’t provide them with a way out.
Another important aspect of the unsubscribe link is that it should not send your subscribers to a website that requires them to sign up again. This process can make them feel like they’re being tracked and that you don’t respect their privacy. Instead, the unsubscribe link should take them to a web page that confirms their removal from your mailing list.
The unsubscribe link should be included in the footer of all of your email messages. It’s also important to have a consistent schedule for sending your emails, as ISPs look favorably on companies that stick to a predictable timeline. This is especially true if you’re introducing a new product or service, as sending too many emails all at once can trigger flags and cause them to land in the spam folder.
3. Use a Double Opt-In Process
Using a double opt-in process in your email signups is one of the best ways to improve deliverability rates. It ensures that your recipients are genuinely interested in receiving your emails, and it helps you build a high-quality email list. It also reduces the risk of spam complaints and can help you comply with GDPR regulations if your business operates in the EU.
The double opt-in process requires new subscribers to confirm their interest by clicking a link in a confirmation email. This process can slow down list growth, but it ensures that your email database contains only people who are genuinely interested in receiving your emails. It can also prevent email addresses from being added to the database when a user makes a typo in their subscription form or signs up with a fake email address.
In addition, the double opt-in process helps to prevent spammers and bots from targeting your list. If a bot or spammer uses an invalid or mistyped email address, it can lead to a higher number of bounces and spam complaints, which can harm your domain and IP reputation. However, if the email is confirmed, it can’t be marked as spam or deleted by the recipient.
In addition, if several recipients report an email as spam, it can damage your reputation with the email service provider (ESP), leading to lower deliverability rates. To avoid this, it’s important to keep the unsubscribe rate low and to only send email messages that are relevant and engaging. Incentives such as discounts or entry to a giveaway can encourage users to complete the double opt-in process. This will make them more likely to open your emails and click on links, which can help you achieve higher deliverability rates.
4. Avoid Spammy Language
It’s important to avoid spammy language in your emails. This is because many people consider spammy content to be unsolicited or misleading, which can negatively impact your email deliverability. It can also cause your subscribers to mark your email as spam, which can negatively impact your sender reputation.
To avoid spammy language, be sure to use a clear and concise subject line. Your subject line should be catchy but free of spam phrases, like “free!” or “click now.” It’s also important to include an unsubscribe link in your emails, as well as a legitimate way for people to opt out. This is not only good practice, but it’s also required by the CAN-SPAM act.
Another way to improve your email deliverability is to monitor your bounce, spam, and complaint rates. A sudden increase in these rates could indicate that there’s an issue with your email deliverability. To prevent this, make sure that you’re using a verified sender address (SPF) and DomainKeys Identified Mail (DKIM), which are authentication methods that help to ensure that the person who is sending an email is actually the owner of that email address.
Additionally, you should also monitor the number of hard and soft bounces. Hard bounces mean that the email address is no longer valid, while soft bounces mean that the email was temporarily undeliverable. In addition, you should remove inactive subscribers from your list regularly to improve your deliverability.
Having high email deliverability rates is critical to the success of your cold emailing and email marketing campaigns. By following the tips above, you can be sure that more of your emails are delivered to the inboxes of your customers and leads.
5. Keep Track of Your Emails
Email deliverability is the percentage of your emails that make it to your subscribers’ primary inboxes, rather than being sent to their spam or junk folders. Boosting email deliverability rates can help you achieve better results from your cold email campaigns.
Achieving better email deliverability requires addressing a variety of different aspects, from the type of content to how frequently you send messages to the quality of your subscriber list. If you want your messages to get through, they should be relevant and engaging, free of any suspicious links. You should also avoid using a large number of images in your emails, as these are more likely to trigger spam filters.
In addition, your email provider’s reputation is crucial for ensuring good inbox placement. Make sure to use a verified email list and implement an authentication process that includes SPF. This tells your recipients’ servers that you are a legitimate sender and not a spammer. You should also avoid sending a lot of emails to new subscribers on the same IP address, as this can cause them to be filtered out as spam. Instead, “warm up” new IP addresses by slowly increasing the frequency and quantity of your emails.
It is important to regularly clean your subscriber list of inactive or non-engaged email addresses. This can be done through implementing a sunset policy, which defines the criteria and period after which you will put an inactive email address on your suppression list. This helps ensure that you only send emails to active recipients, which increases your deliverability rate and improves engagement. It is also a good idea to implement an email tracking solution such as pixel tracking, which allows you to see whether your emails have been opened and clicked on.
