Email deliverability is the process of ensuring that the emails you send reach their intended recipients' inboxes. It is a critical aspect of email marketing, as a high deliverability rate can lead to increased engagement and conversions. On the other hand, low deliverability can result in lost opportunities, decreased brand reputation, and a waste of resources.
Here are some tips to keep in mind when working to improve email deliverability:
Permission-based email marketing: Always ensure that the people you are emailing have given you their permission to receive communications from you. This is the foundation of email deliverability. Avoid buying or renting email lists, as this is not only unethical, but it will also result in low engagement and deliverability rates.
Visible unsubscribe link: Make sure to include a visible unsubscribe link in all your email templates, and honor unsubscribes immediately.
Use of reCAPTCHA and double opt-in: Implementing reCAPTCHA and double opt-in methods can help you keep a more engaged email list and prevent bad data from being added to your list.
Email verifier: Use a free email verifier to check every new email address you add to your list. This can help prevent bounced or undeliverable emails, which can negatively impact your deliverability.
Email validation API: Consider adding an email validation API to all your email gathering forms to keep bad data off your list.
Gradual increase of email volume: Avoid taking ISPs by surprise with large email volumes. Warm up your IPs by sending in batches and gradually increasing the volume.
Relevance of content: Send people the content they signed up for, and avoid sending irrelevant or unwanted content. High engagement is essential to your sending reputation and email deliverability.
Pruning of unengaged subscribers: Remove complainers promptly, and unengaged subscribers every three to six months. Consider weeding out abuse emails found by email address checkers like SendBridge.
Predictable sending schedule: Be predictable in your sending and show up for your subscribers regularly to keep your IP warm and your brand familiar.
Testing of emails: Test your emails before you send them to see where they will land, and use email deliverability tools to gain insights.
Email blacklist monitoring: Sign up for an email blacklist monitor to alert you if your domain or IP are ever added to an email blacklist.
Link shorteners and image vs. text balance: Avoid using link shorteners, and strive for a healthy image vs. text balance in your emails.
Spam-like behavior: Avoid any type of spam-like behavior, and always treat your audience with respect and the way you would like to be treated.
By following these best practices, you can improve the deliverability of your emails and ensure that your message reaches your intended audience. This can lead to increased engagement and conversions, and ultimately, a better return on your email marketing investment.