5 Ways to Improve Email Deliverability
Email marketing is an incredibly effective tool for businesses. However, getting your emails into your customers’ inboxes can be challenging. Poor email deliverability can lead to low open rates, low click-through rates, and even harm your brand reputation. To help you get the most out of your email marketing campaigns, we’ve compiled some best practices for improving email deliverability.
1. Let go of prospects who never engage
Keeping a healthy email list is critical for success in email marketing. Holding onto subscribers who never engage with your emails hurts your email deliverability. Every three to six months, reassess your engagement rates and remove inactive subscribers. It’s better to have a smaller list with engaged subscribers than a large list with unengaged ones.
2. Set your bounce rate
Bounces are one of the most common reasons why emails are filtered as spam. If more than 2% of your campaigns bounce, it’s time to re-evaluate your mailing list. Clean up your list regularly, so that you don’t get marked as spam.
3. Identify and remove incorrect data
Invalid contacts are the most frequent types of emails lurking in databases and affecting email deliverability. Also, role-based contacts, such as contact@companyname.com, belong to a group of people within an organization, and many of them report emails as spam. Use an email validator to detect and remove these types of email addresses to improve deliverability.
4. Stick to the content you promised
When trying to fix email deliverability, you may be overlooking the importance of the content. Making sure that your emails’ content is relevant plays a big role in your engagement. Review your emails sent in the last three months, stick to your niche, and keep to a shipping schedule. If you want to enhance the content, consider interviewing experts, adding testimonials, videos, and GIFs, and tweaking your layout. Anything that gets people engaged is worth exploring.
5. Consider another email service provider
Your email service provider shares part of the responsibility for your email deliverability. Once you decide on an ESP, you’ll share their reputation, so make sure you choose a reputable company. Before signing up for a paid plan, consider taking advantage of a free trial to evaluate if the service makes a difference to your metrics. Reading reviews before committing can also help you make the best decision.
Expanding on Email Deliverability
Email marketing can be a powerful tool for businesses to engage with customers and drive conversions. However, poor email deliverability can hinder the effectiveness of email campaigns and harm your brand reputation. In addition to the best practices mentioned above, there are several other things to consider when trying to improve email deliverability.
1. Optimize subject lines
Your email’s subject line plays a crucial role in whether it gets opened or not. To make sure that your emails are not flagged as spam, make your subject lines relevant, concise, and attention-grabbing. Avoid using spam trigger words like “discount,” “credit,” or “earn.” Personalization and emojis can also make your subject line stand out and improve open rates.
2. Maintain a clean email list
Keeping a clean email list is essential for improving email deliverability. It’s vital to avoid sending messages to old or invalid email addresses. By verifying your emails, you can ensure that your messages reach the correct people. Moreover, it’s a good idea to clean up your mailing list regularly by removing bounced emails, unengaged subscribers, and inactive email addresses.
3. Segment your email list
Segmenting your email list may improve your email deliverability and response rates. By grouping subscribers based on their interests, geographic locations, or purchase history, you can send targeted messages that are relevant and resonating. It’s also more likely that your recipients will engage with the content, leading to improved engagement rates and deliverability.
4. Avoid using “no-reply” in your email sender address
Using a “no-reply” email sender address can harm your email deliverability. It signals that you’re not interested in hearing back from your customers and that you’re sending spam. Instead, use a personalized email sender address that reflects your brand, such as info@yourcompanyname.com or support@yourcompanyname.com.
5. Provide opt-out options
There’s no need to hang onto subscribers who do not want to receive your emails as it can harm email deliverability. By providing opt-out options, you can reduce your email’s spam rate and engage only with those interested in hearing from your brand.
Summary
Email deliverability can make or break the effectiveness of your email marketing campaigns. By implementing some of the best practices discussed above, you can improve email deliverability and increase your engagement rates. Letting go of subscribers who never engage, setting your bounce rate, identifying and removing incorrect data, sticking to the content you promised, and considering another email service provider are some of the best practices discussed above. In addition, optimizing your subject lines, maintaining a clean email list, segmenting your email list, avoiding using “no-reply” in your email sender address, and providing opt-out options can also increase email deliverability. By implementing these strategies and continuously evaluating your campaigns for effectiveness, you can ensure that your emails reach the right people and achieve the desired results.
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Is your email click-through rate not what it used to be? The reason could be poor email deliverability.
The average click-through rate, across all industries, is 2.62% according to mailchimp. If your rate is well below this benchmark, it’s worth taking another look at your email marketing strategy.
While getting to your inbox involves a whole set of best practices, there are some simple tweaks you can make to avoid the dreaded spam or junk folder.
What is email deliverability?
Email deliverability comes down to the number of emails that successfully reach the inbox. Unlike hard email delivery, the deliverability benchmark does not count the emails going to spam.
To connect with your audience and increase revenue, email marketers focus on helping your emails get to the inbox. That’s where they have the opportunity to connect with customers and prospects, and also drive conversions.
Let’s take a look at some of the best practices successful email marketers use to get their emails to the inbox.
Let go of prospects who never click
A great email list equals a great return on investment, right? This is one of the most common email myths out there, and it’s hurting many businesses. Of course, as your list grows, you may see more purchases coming in. However, that is only true if your database is healthy and compromised.
Holding on to subscribers who never click on your emails sabotages your email deliverability. The message they send to mailbox providers is that your content is irrelevant, so why should it be in your inbox?
Every three to six months, reassess your engagement rates and target inactive subscribers. Then try to re-engage them with a powerful offer, or remove them from your list altogether.
Related: How to build your email list the right way
Set your bounce rate
Bounces are one of the most common reasons why emails are filtered as spam. TO high bounce rate it makes it look sloppy, even illegal and will send you down the spam route in a flash. Also, ignoring bounces can make your email service provider (ESP) to suspend your account. ESPs (like Mailchimp, Constant Contact, or AWeber) don’t want a tainted reputation, so these companies will enforce the rules against spam-like behavior.
If more than 2% of your campaigns recover, it’s time to re-evaluate your mailing list. There’s no point in keeping outdated contacts in your systems – delete them and your email deliverability will see a boost. Then, to avoid another spike in bounces, consider cleaning up your list regularly.
Identify other incorrect data you may be using
Invalid contacts are the most frequent types of emails lurking in databases and affecting email deliverability. Although they’re not the only ones.
In 2022, ZeroBounce identified over five million disposable email addresses in all the databases it processed. Disposable emails have a high risk of bounce; many of them self-destruct in no time.
Additionally, email lists can acquire many role-based email addresses that are also risky to your email deliverability. Role-based contacts, such as contact@companyname.com, belong to a group of people within an organization. Some of these people may delete emails en masse and even report them as spam, so it’s not a good idea to keep them on your list. Instead, use an email verifier to detect and remove them (and other junk, too).
Stick to the content you promised
When trying to fix email deliverability, you may be overlooking the importance of the content. But the content of your emails plays a big role in your engagement: making sure its relevance is key.
First, review the emails you’ve sent in the last three months. Are they what you promised when you signed up? Also, are you sending them regularly? It is best to stick to your niche and to a shipping schedule. If that’s not the case now, revise your approach.
Another thought worth pondering: How can you make your content even more engaging? Consider interviewing experts, infusing your copy with more testimonials, embedding videos and GIFs, and even tweaking your layout. Engagement and deliverability go hand in hand, so anything that gets people engaged is worth looking for.
Related: 3 Tricks to Get More Email Clicks
Consider another email service provider
What you do as an email sender has the biggest impact on the deliverability of your email. However, your ESP also shares some of the responsibility. Once you decide on an ESP, you’ll share their reputation, so make sure you choose a reputable company.
Before signing up for a paid plan, consider taking advantage of a free trial. That way, you’ll see what it’s like to run a campaign on the new platform and if that makes a difference to your metrics. Also, don’t hesitate to ask your new provider what they do to ensure maximum email deliverability. Lastly, reading a few reviews before committing can help you make the best decision.
https://www.entrepreneur.com/growing-a-business/5-things-you-can-do-now-to-improve-email-marketing/451840
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