Marketers spend a lot of time writing poignant email copy, creating beautifully branded email templates, and crafting succinct, enticing email subject lines that get opened and click-through rates skyrocketing. Before you hit send, consider whether your subscribers will have the chance to read your email by learning how to improve email deliverability.
What is email deliverability?
Deliverability refers to the speed at which emails reach subscribers’ inboxes. Email deliverability failure refers to emails that were sent to spam folders or blocked by an ISP.
How to improve email deliverability
How can you ensure your email is delivered? There are proven methods that can help you avoid failures and increase your email delivery rates over the long term.
This guide provides an overview of the most important steps businesses can take to increase their email delivery.
1. Send from an authentic email domain
Email impersonation is not flattery. It is one of the fastest ways for your sender to lose their reputation. Email spoofing can lead to you falling prey of poor delivery rates and domain control.
The ISPs will confirm that you are who and can send email. They will authenticate your email using DKIM or SPF.
2. Keep a dedicated IP address
It is important to keep in mind that your email program will grow and you will need the right infrastructure to support it. Once you reach 25,000 daily email, you will need a dedicated IP. Before you can send an email to your entire mailing list, you will need to activate your dedicated IP address. This will allow you to gain trust from ISPs that the email is being sent.
Do not just continue adding IPs to avoid penalties. If they suspect that you are doing this, ISPs will block an entire IP pool.
Complete the opt-in process
Your deliverability rates will depend on how you collect email addresses. Optimized opt-in processes ensure that your email list has engaged users. If you send emails to people who aren’t aware of your intentions or have not agreed to receive them, they will mark your email as spam and report you.
Double opt-in is recommended as it involves two verifications of the user and is far more effective in cultivating engaged email lists.
4. Subject lines should not sound like spam
Your subject lines are key pieces of content that determine whether a user opens your email. While ISPs are becoming more sophisticated in their filtering systems, and certain catchphrases won’t automatically place you in the spam folder, it’s wise to avoid common spam phrases in general.
These phrases include:
- Eliminate your debt
Your email will not be guaranteed a place in the inbox because of one rule or word. These words may be used in legitimate emails. Be sure to keep your subject lines focused on the message’s true value and avoid being pushy.
5. Set a preference center
After your recipients have consented to receive emails from you, provide a preference center so they can choose how often they would like to receive emails from your brand. This allows recipients to take control and keeps them happy. This happiness is generally translated into better engagement, which is also noticed by ISPs.
6. Scrub your email list
Your email delivery ability should not be compromised by your ego. Your reputation and deliverability rates will be affected if you keep inactive or unengaged users on the email list.
It is important that users have an easy way to unsubscribe from your emails. It is important to regularly clean your email list so that it only contains people who are actively engaging in your emails.
7. Beware of spam traps
Spam traps are email addresses that ISPs and other email community organizations have set up to stop spammers from sending unsolicited emails.
It can be very difficult to get off a deny list. Email marketers can avoid spam traps with a clean list. They should also remember to never purchase any email lists.
Before hitting send, you should know how to improve email deliverability to make sure your subscribers get the opportunity to read your message. This will help your business in the long run.