Insights

The Importance of Email Deliverability: 6 Ways to Improve it

Written by Litteratus | Feb 16, 2024 6:14:19 PM

Email Deliverability: The Unsung Hero of Your Marketing Efforts

In the fast-paced world of digital marketing, it's easy to focus on flashy campaigns and catchy content. But behind the scenes, an often-overlooked factor plays a crucial role in determining your success: email deliverability.

Simply put, email deliverability refers to the percentage of your emails that actually reach your recipients' inbox. If your emails end up in the spam folder or even worse, bounce completely, your carefully crafted messages will never be seen.

Why It Matters

    • Boost Engagement 
      • Imagine spending hours crafting the perfect email campaign, only for it to disappear into the abyss. High deliverability ensures your target audience actually sees your message, leading to greater engagement and conversions.
    • Brand Reputation 
      • Consistent delivery issues can damage your sender reputation, making it harder to reach your audience in the future. Imagine the frustration of Gmail labeling your emails as spam!
    • Compliance: 
      • Various anti-spam laws like CAN-SPAM regulate email marketing practices. Maintaining good deliverability demonstrates compliance and protects you from legal repercussions.

Fix Your Deliverability Woes

1. Sender Reputation is Key

    • Warm Up Your Domain
      •  Start with sending small batches of emails to build a positive reputation. Gradually increase volume as your domain gains trust.
    • Verify Your Domain
      • Implement SPF, DKIM, and DMARC protocols to authenticate your sender identity and prevent spoofing.
    • Avoid Spam Traps
      • Regularly clean your email list to remove inactive subscribers and spam traps that can hurt your reputation.

2. Keep Your Content Clean

    • Avoid Spammy Triggers
      •  Steer clear of excessive exclamation points, ALL CAPS, and spammy keywords that trigger spam filters.
    • Personalize When Possible
      • Address recipients by name and tailor your content to their interests for higher engagement and improved deliverability.
    • Offer an Unsubscribe Option
      • Always include a clear and easy-to-use unsubscribe option to comply with regulations and improve engagement.

3. Engage Your Audience

    • Optimize Timing
      • Send emails when your audience is most likely to open them based on their location and past engagement patterns.
    • Segment Your List
      •  Group your audience by interests and behavior to send targeted emails that resonate better and receive higher open rates.
    • Respond to Replies
      • Foster a dialogue by responding to replies and encouraging ongoing communication, which signals active engagement to email providers.

4. Monitor and Analyze

    • Track Key Metrics
      • Monitor open rates, click-through rates, bounce rates, and spam complaints to identify areas for improvement.
    • Use Analytics Tools
      •  Leverage email marketing platforms and analytics tools to track performance and gain valuable insights.
    • Stay Informed: Keep abreast of ever-evolving email deliverability best practices and adapt your strategies accordingly.

Recommendations

    • Seek Expert Help
      • If you're struggling with deliverability, consider partnering with an email marketing expert to assess your situation and recommend solutions. You can always schedule a consultation with us too
    • Invest in the Right Tools
      • Reliable email marketing software can automate many deliverability tasks and provide valuable insights.
    • Patience is Key
      • Building a good sender reputation takes time and consistency. Implement these strategies and track your progress for long-term success.

Tool + Platform Recommendations

Sender Authentication & Reputation

    • Sender.net
      • This robust platform helps you set up and manage SPF, DKIM, and DMARC, along with providing real-time monitoring and insights into your sender reputation.
    • MXToolbox
      •  A free tool offering comprehensive domain and email server checks, including blacklisting status, SPF & DKIM configuration analysis, and email deliverability insights.
  • Email List Hygiene & Verification:
    • NeverBounce
      • This popular tool offers various email verification options, including real-time verification APIs, catch-all detection, and advanced list cleaning features.
    • ZeroBounce
      • Another leading email verification service, ZeroBounce provides accurate results, spam trap detection, and integration with major email marketing platforms.
    • ActiveCampaign
      • ActiveCampaign includes built-in list cleaning features like removing bounces, unsubscribes, and spam traps. It also offers integrations with third-party verification services.
    • HubSpot
      • Although not directly offering verification, HubSpot provides tools like lead scoring and engagement-based sending that can help maintain list quality and reduce inactive subscribers.
  • Email Content & Design:
    • Mailtrap
      • This sandbox testing environment allows you to safely test your email campaigns without sending them to actual recipients, ensuring optimal content and design before deployment.
    • Litmus
      • A comprehensive email testing platform, Litmus helps you preview your emails across different devices and clients, ensuring consistent formatting and rendering across inboxes.

Remember, the best tool for you will depend on your specific needs and budget. Consider starting with free tools like MXToolbox and exploring trial versions of paid options before committing to any one solution. Additionally, leverage the built-in features of your chosen email marketing platform (ActiveCampaign or HubSpot) alongside external tools for a comprehensive approach to improving email deliverability.

 
View full post