Email Deliverability Essentials: 6 Must-Know Tips

Will this get you “Guaranteed Inbox Delivery”? No – Nobody can guarantee that. Even the best campaigns can run into occasional glitches that cause your mail to be filtered and have you seeking the guidance of an email deliverability expert.

But what can be guaranteed is that high engagement and low complaints will enhance or restore your sender reputation with the ISPs, and give you the best shot at reaching your goal: your subscribers’ Inbox.

This list of deliverability best practices will help you avoid making the mistakes that other mailers make and put you on the right path to achieving high deliverability.

Permission – Make sure you get explicit permission to send email to an address. Also, do not bury permission in your Privacy policy. Permission that is assumed just because their email address was given will often result in high complaint rates and low engagement levels Email1and1. Also, when a subscriber gives you permission to send them emails about a specific product or service, they are only agreeing to receive information about that product or service specifically.

Set Expectations – It is always a good idea to properly set the expectations as to what your subscriber will be receiving. Let them know what they will be receiving and how often they will be receiving it. Provide an example on your website of the emails that they will receive from you. This lets the subscriber know what they can expect and the value they will receive.

Build Your Own Lists – DO NOT buy or rent third-party lists, or use a list that was derived from some other site with permission specific only to that site. Just because it’s “opt-in” doesn’t mean it’s your opt-in.

DON’T pre-check the opt-in box to add subscribers to your list – Instead let the user check the box indicating that they want your emails.

Confirmed Opt-in – Consider a confirm/double opt-in signup process. A confirmation email message requires the subscriber to click on a link to confirm they want to receive your emails. This verifies the subscriber’s email address and their interest in your emails. This helps ensure lower complaints – and the ISPs love to hear that you’re doing this when it comes time for a consultant to go to bat on your behalf.

DON’T incentivize email sign-ups – The quality of these addresses will likely suffer since a good percentage of people will use a fake address to sign-up just to get your incentive. This will increase invalid rates and complaint rates and could cause serious damage to your sending reputation.

Marketing your company means utilizing all aspects of marketing strategies which should include an solid email marketing campaign. You should also include Social Media Marketing, Article Marketing, Pay Per Click Marketing, and even Free Marketing. Since you have to take one step at a time, let’s begin by learning all that we can about free email marketing and how to create an effective campaign that increases your websites’ profit.

Keep the important aspects of your email marketing messages “above the fold.” This “fold” refers to the area that is previewed before you have to start scrolling down the page to read the entire message. Anything that is important should be arranged with this “fold” in mind. Many readers use these to preview a message before deciding to open it. Try and keep anything important within this area so that they don’t have to scroll to find it.

To get the most out of each email that you send, try to focus each one on a single clear, concise message. Your readers should know what you are trying to say within the first few seconds of reading the email. Give them a call to action that is clear, and that they can easily respond to.

TIP! if you run out of ideas for your email marketing campaign, try allowing your customers to assist you. Do things like write down questions that you receive from customers.

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