7 Tips to Increase Email Deliverability

Email deliverability can often feel like a mystery, a maze filled with confusing jargon and hidden pitfalls. But with the right how-tos πŸ•΅οΈ, achieving a high deliverability rate may be a little less bewildering. Which is why, in our quest to help you become an email wizard, we're outlaying 7 tips that can help increase your email deliverability rates. Great deliverability means higher open rates and more responses. Who doesn't want that?

1. Authenticate Your Emails: Authenticate, Authenticate Authenticate! If emails were passports, authentication would be the fancy holograms that prove they're official. πŸ“§ So, what does email authentication do? Well, it verifies that the email is actually coming from you and not some nasty spammer inhabiting the deep web. You can achieve this by setting up DKIM, SPF, and DMARC records.

2. Clean Your Mailing Lists: On to tip number two: Keep your lists clean and tidy! Picture this: Your email list is like a garden 🌱. Occasionally, you need to pull out the weeds, which in this case would be inactive or non-responsive email addresses. It helps boost your overall deliverability.

3. Provide Valuable Content : Nobody likes getting useless information, right? That's where the third tip comes into play β€” only send content that adds value. Remember, at the other end of your emails is a real human with real interests. If you send them juicy, relevant content β€” they'll keep coming back for more!

4. Avoid Spam Triggers: We've all been there β€” indiscriminately clicking on anything that glows in our inbox only to find our email nested amongst a bunch of spam. πŸ˜₯ This is our fourth tip: stay far, far away from spam triggers. That means avoiding certain phrases and styles that might make your email fall into the feared spam category.

5. Get Permission: Here's a word that should be in your email vocabulary: "Permission". πŸ™‹ Always get the necessary permissions before sending emails. It's unusually simple: if someone doesn't want to receive your emails, they are more likely to mark them as spam. And remember, spamming is not just a no-no β€” it can also be illegal in certain regions.

6. Stick To A Sending Schedule: Consistency is key. Create a regular email sending schedule and stick to it. We're not robots, but over time our brains learn to anticipate regular information β€” and that's just what your audience will do when they see your emails.

7. Test, Test, and Test Some More: And finally, our last and possibly most crucial tip β€” always test your emails. Make sure each element of your email is doing its jobβ€” from the subject line to the call-to-action. A good email is a tested email. πŸ†

Email deliverability is not so tricky after all, right? So grab that wand, wave it around, and start casting those magic spells! Because the world of email deliverability is now officially your oyster. 🌐

Understanding Email Deliverability

Let's kick off this part by exploring what email deliverability is. Email deliverability refers to the ability of an email to successfully reach an intended recipient's inbox. It is all about whether your email gets delivered to the inbox, lands in the spam folder, or doesn't get delivered at all. It’s about the journey of your email, from the moment you hit 'send' to its final destination: your recipient's inbox. πŸ’Œ

What is Email Deliverability?

To make things simple, email deliverability is a set of processes that determine whether your emails end up in someone’s inbox or not. This might sound straightforward, but it's a complex process with lots of variables to maneuver through including spam filters, ISPs, throttling, and sender reputation. This process begins with the sender and revolves around policies like Sender Policy Framework (SPF), Domain Message Authentication Reporting and Conformance (DMARC), and DomainKeys Identified Mail (DKIM), among others.

Why is Email Deliverability Important?

Why should you care about email deliverability? Simple. Because high email deliverability rates are crucial for your email marketing campaign's success. Emails that you spend time crafting and sending aren't worth much if they don't somehow reach your recipients' inboxes. If emails fall into spam folders or just don't get delivered at all, you're losing out on potential customer interactions and ultimately, sales πŸ“‰.

Role of Email Deliverability in Email Marketing

The role of email deliverability in email marketing is, quite frankly, irreplaceable. It is the backbone of any successful email marketing campaign. Ensuring good email deliverability means your message is sent straight to the inbox and is seen by your audience. This increases engagement rates, sales, leads, conversions, and ultimately boosts email ROI. In a nutshell, understanding and improving email deliverability is the golden ticket to successful email marketing. πŸ“ˆ πŸ’°

Tip 1: Verification of Email Lists

Maintaining the quality of your email list is a paramount step in ensuring a successful email campaign. A great method to keep your email list pristine is through verification of email lists.

Why Should You Verify Your Email Lists?

If you’re still scratching your head and wondering, why the hullabaloo about verifying your email lists, here’s the scoop.

Firstly, having erroneous or non-existent emails on your list is a certain way to shoot down your email deliverability rate. When you send emails to such addresses, they bounce back, and this can tarnish your sender reputation with mailbox providers like Gmail and Yahoo πŸ™Š. Secondly, it's a waste of resources as you are paying for emails that never see the light of your subscribers' inbox.

Benefits of a Clean Email List

So, what can you expect from a clean, verified email list? Here are the three prime benefits:

  1. Improved Email Deliverability: Each email sent lands in an inbox, not in the void. This significantly ups your email deliverability score.
  2. Lower Bounce Rate: With only valid email addresses on your list, you can expect your bounce rate to take a nosedive.
  3. Greater Engagement: A verified list ensures your emails are getting through to genuine users interested in your brand. This means improved open and click-through rates πŸ˜ƒ

In conclusion, verifying your email lists isn't just optional. It's a necessity if you wish to run a successful email marketing campaign. So, run that verification process, and reap the benefits of a clean email list!

Tip 2: Segmentation of Subscribers

Segmenting your audience is one powerful way to increase email deliverability. But what exactly does that mean?

What is Segmentation in the Email Marketing?

Segmentation in the context of email marketing refers to dividing your mailing list into different categories or "segments" based on various factors. This could include purchasing habits, browsing behavior, demographic information, and others. Each segment then receives emails that are specifically tailored to their interests, helping to ensure the content is relevant to them. The result? Increased engagement, higher open rates, and ultimately, better email deliverability. πŸ˜ƒ

How to Segment Your Email Lists?

The question that follows naturally is - how should one segment their email lists? The answer is - it depends on your business and your audience. However, here are a few broad categories that can get you started:

  1. Demographics - age, gender, location, profession etc. These are some of the most basic and easiest ways to start segmenting.
  2. Behavior - Did your subscriber just make a purchase? Or maybe they've browsed a specific product category several times? Behavior-based segmentation can help you target users based on their actions.
  3. Engagement - How frequently does your subscriber interact with your emails? Subscribers could be put into segments like "high engagement", "medium engagement", and "low engagement".
  4. Customer Journey - Are your subscribers new to your brand, or are they loyal customers? Customer journey segmentation can help you send relevant messages at every stage of a customer's journey.

Segmenting your subscribers will require a little bit of initial work, but the payoff in terms of higher email deliverability can make it all worthwhile. So, consider the merits of segmentation, and start sending emails your subscribers truly want to open!

Tip 3: Personalization of Emails

In the vast digital world, what stands out most to the average consumer is the impression of being heard and catered to. And how do we achieve this? By the method popularly known in marketing as Personalization of Emails. Now, this can sound a lot more complicated than it actually is, but don't you fret, we've got your back! 🎯

Understanding the Concept of Email Personalization

Email Personalization is pretty much what it sounds like - making your emails more personal. It's a strategy used by marketers to deliver more relevant and engaging emails to their recipients. But remember, Personalization isn't just about slapping your recipient's name in the subject line. It involves tailoring the content based on what you know about the recipient, such as their preferences, past interactions with your brand, or where they are in the buying cycle. The goal here is to make your recipients feel that your email is specifically crafted for them, further enhancing their experience with your brand.

Methods to Personalize Your Emails

So now that we have an understanding of what email personalization is, the real question pops up - how do we do this? Here are a few methods that can help you personalize your emails:

  1. Start with the basics: The simplest form of personalization is using the recipient's name in the subject line and in the email greeting. This makes your email feel like it's directly addressed to the recipient.
  2. Segment your Email Lists: Segmentation allows you to categorize your subscribers based on different criteria like demographics, activity level, purchase history, etc. This enables you to send more targeted and relevant emails to each segment.
  3. Leverage Behavioral Triggers: Send emails based on user actions. For instance, if a user abandoned their shopping cart, send an email reminding them of the products they left behind.
  4. Personalize Email Content: Personalize the content based on the recipient's preferences or past interactions with your brand. If they've shown interest in a particular product or content category, include similar recommendations in your emails.
  5. Send Birthday or Anniversary Emails: Who doesn't love a special treat on their big day? Sending birthday or anniversary emails with a special offer can make your recipients feel valued and appreciated.

Remember, the more personalized an email is, the more successful it will be in engaging the recipient. So, start personalizing your emails today and watch as your email deliverability rates soar through the roof! πŸš€

Tip 4: Avoiding Spam Filters

Speaking of email marketing and deliverability, one cannot underestimate the role of spam filters. Understanding them and learning how to stay clear of them is a key step towards maximizing your email deliverability rate.

How Do Spam Filters Work?

Spam filters are quite robust tools designed to separate genuine emails from those unwanted spammy emails. They analyze various factors in an email like the sender's reputation, email content, subject lines, personalization level, and more. From simple rule-based filtering to more complex machine learning algorithms, their task is to protect users from receiving junk email. πŸ“§

In essence, when you send an email, the spam filters scan and score it based on its spam-like characteristics. If the score exceeds a certain threshold, the email gets tossed into the spam box, thereby reducing your email deliverability. It's somewhat like a strict border control checkpoint for emails, with the main goal of protecting users from harmful content.

Tips to Stay Clear of Spam Filters

To make sure that your emails reach the inbox πŸ“« and not the spam folder, here are some handy tips to stay clear of the spam filters:

  1. Be mindful of the subject line and content: Avoid using all caps, exclamation points, and spam-triggering words like "free", "guarantee", "risk-free", and more in your subject lines. Also, maintain a balanced text-to-image ratio in your email body to avoid looking like spam.
  2. Maintain a clean IP reputation: A good sender reputation is crucial, and that includes the reputation of your IP address. Make sure to warm up your IP address and maintain good email practices to keep your IP reputation clean.
  3. Use email authentication methods: Implement SPF, DKIM, and DMARC email authentication methods to prove to the ISP that you're a legitimate sender.
  4. Always ask for permission to send emails: Use double opt-in methods to confirm that your subscribers genuinely want to receive your emails.
  5. Regularly update your email list: Regularly clean and update your email list. Remove inactive subscribers or those who haven't engaged with your emails in a while.

Remember, your goal is to build trust with spam filters, not to trick them. Applying these best practices will not only maintain your emails free from the spam trap but also boost your email deliverability, enhancing your overall email marketing success. πŸ‘πŸ’Œ

Tip 5: Investing in a Reliable Email Service Provider

Investing in a reliable Email Service Provider (ESP) is a crucial step in ensuring your email deliverability. πŸ˜€

Importance of a Trustworthy Email Service Provider

Having a trustworthy Email Service Provider is like having a sturdy foundation for a tall building. Trustworthy ESPs have bountiful resources to help you navigate through the challenging terrain of email deliverability. They keep up-to-date with all the necessary protocols, such as SPF, DKIM, and DMARC, ensuring your emails don't end up in spam or junk folders.

You might want to ask, "Does my choice of ESP affect my email deliverability?" The answer is a resounding yes! ESPs with good reputations have better relationships with Internet Service Providers (ISPs). This relationship is key in improving your chances of landing in subscribers' inboxes, not the spam folder. So remember, a reliable ESP is not just a tool, but an essential partner in your email marketing.

Always look for ESPs with excellent deliverability rates. This shows that they know how to get your emails past those pesky spam filters!

How to Choose a Reliable Email Service Provider?

Choosing a reliable Email Service Provider can be a daunting task given the many options available in the market. Have no fear, we're here to help! Below are several factors you should consider when choosing your ESP:

  1. Deliverability Rates: As discussed earlier, check the deliverability rates of a potential ESP. Look out for those with high deliverability rates, as they have proven strategies for bypassing spam filters.
  2. Reputation: A reputable ESP is more likely to be trusted by ISPs which increases your chances of good email deliverability. Check out reviews and ratings to gauge an ESP's reputation.
  3. Customer Support: Email marketing doesn't always go as planned. During such times, prompt and effective customer support can save the day.
  4. Features: A good ESP should be able to meet all your email marketing needs. This includes automation, analytics, list segmentation and personalization features, among others.
  5. Prices: Finally, make sure the ESP fits within your budget. Remember, expensive doesn't always mean better!

In conclusion, investing in a reliable Email Service Provider is a significant step towards improving your email deliverability. Happy email marketing! 😊

Tip 6: Responsiveness to Email Bounces

Like a ball thrown at a wall, sometimes our emails bounce back too. And, oh boy, it's not a good sign. So, what really is an email bounce, you may ask? Let's dive in!

What is an Email Bounce?

An email bounce, simply put, is an electronic mail that is returned to the sender because it couldn't be delivered for some reason. Now, there are two main types of email bounces. First, we've got the "Hard bounce", that's like a brick wall, the email is unequivocally rejected, usually due to invalid or non-existent email addresses. Then, there's the "Soft bounce". It's like a trampoline. Your email hits a small snag, like a full inbox or a temporarily down server, but there's a good chance it can still be delivered after the issue is resolved.

Maintaining a low email bounce rate is a crucial part of effective email marketing. Not only can high bounce rates negatively impact your email deliverability, but they could also be a sign that something's off with your email list-management or your content.

Now that we know what an email bounce is, let's crack the code on how to manage those nasty bounces! πŸ•΅οΈβ€β™€οΈ

How to Handle Email Bounces?

Step number uno in your mission to handle email bounces is identifying the type of bounce β€” is it a hard bounce or just a soft bounce? Once you've figured that out, for hard bounces, remove these email addresses from your list immediately. No ifs, no buts, they gotta go. They're invalid and wouldn't bring you any engagement anyway.

For soft bounces, it's safe to give it a few more tries. But if the email keeps bouncing back like a rubber ball, it's probably time to say your goodbyes.

Remember, a clean email list is the holy grail of successful email marketing. Regularly monitoring and maintaining your email list can keep those bounce rates low. Also, having a robust process to validate email addresses before adding them to your list can save you a lot of trouble in the first place, so investing time and effort into that is totally worth it! πŸš€

So, folks, that was your speedy guide on handling email bounces. Stay responsive, stay on top of it, and your email deliverability rates would thank you!

Tip 7: Regular Monitoring and Reporting

Monitoring email deliverability should be a crucial part of your email marketing strategy. It is not enough to simply send an email and hope that it lands in your subscriber's inbox. Understanding the importance of monitoring email deliverability is one thing, implementing it effectively is another.

Importance of Monitoring Email Deliverability

Monitoring email deliverability allows you to know the percentage of emails that successfully reached the end user’s mail servers. It's pretty much like tracking a package you sent - you want to know where it is, whether it's been successfully delivered, and if not, why.

In the context of email marketing, monitoring email deliverability will help you understand if your emails are actually reaching your subscribers. Regular monitoring can help you identify patterns in deliverability issues, understand the effectiveness of your email strategies, and ultimately, make data-informed decisions to improve your campaigns.

Ignoring deliverability complications can lead to a decline in your reputation score, which can result in even more emails not reaching their intended destination. ☹️ Consequently, your subscriber engagement and overall effectiveness of the email marketing campaigns can decline, impacting your business negatively. πŸ˜”

How to Effectively Monitor and Report Your Email Deliverability?

Now that we've established the importance of monitoring email deliverability let's jump into how to do it effectively:

  1. Email Deliverability Tools: There are a plethora of email deliverability tools that provide comprehensive insights into your email campaigns' performance. These tools assess your emails on various parameters such as IP reputation, domain reputation, spam scores, etc.
  2. ISP Feedback Loops: Some Internet Service Providers (ISPs) provide feedback loops, reporting back information about complaints against your emails. It is a helpful tool to understand the reasons why your emails might not be making it to the subscribers' inboxes.
  3. Email Metrics: Regularly checking metrics such as bounce rates, open rates, click-through rates, and spam complaint rates will also provide insights about the deliverability of your emails and allow you make necessary adjustments.
  4. Engagement Tracking: Monitor the engagement your emails are receiving. If your open rates are falling, it might be a sign that your emails are not reaching the inbox.
  5. Regular Reporting: Regular reporting helps in identifying trends, understanding issues, and strategizing timely interventions. Did your latest campaign perform well? Is there a steady drop in your open rates? Regular reporting will help answer these crucial queries.

Remember, improving email deliverability is not a one-time task. It requires consistent monitoring, strategizing, and improvising. 🎯 Consider including deliverability best practices in your email marketing strategy to improve overall performance and success of your campaigns. πŸ˜€


Frequently Asked Questions.

What is the difference between delivery rate and deliverability rate?

Do email service providers affect email deliverability?

What does Email Deliverability mean?

How do spam filters affect email deliverability?

How can personalization improve email deliverability?

How can I grow my email list?

Why is monitoring and reporting crucial for improving email deliverability?