Despite innovative email marketing initiatives, many struggle with deliverability. That’s because sending doesn’t always equate to receiving.
Oftentimes, your unique and specially catered emails, unfortunately, go to spam folders. Luckily, you can follow fundamental strategies that’ll help improve your email deliverability.
But, before going into these strategies, here’s a quick rundown of what this concept is all about.
What is Email Deliverability
At its core, email deliverability measures how many emails reached recipients’ inboxes. Remember, the success of email marketing campaigns depends on your leads receiving your emails.
Thus, your marketing team should create emails with eye-catching graphics, a call to action, and of course, a catchy subject line.
However, there are several factors that determine whether or not emails reach customers and subscribers.
What Determines Email Deliverability
Over 300 billion spam messages are sent daily and a large percentage of those are spam. For this reason, spam filters are constantly evolving to block a majority of these messages.
On top of this, your internet service provider’s (ISP) gateway can block emails it identifies as spam. That said, here are some of the factors to look out for:
- Poor Sender Score & Reputation – Sender scores are a metric created by Validity to measure your reputation and how ISPs rate your IP. Furthermore, it accounts for the number of spam complaints, inactive subscribers, and blocklists your domain might be in.
- Spammy Email Structure – Spam filters identify email provider policy violations. They use algorithms to identify spammer terms or phrases and improper headers and attachments.
- High Bounce Rates – Undeliverable email bounces back. And, having high bounce rates impacts your reputation resulting in potential bans from other mail servers.
- Spam Filter Triggers – Due to high spam volumes, algorithms use filters that trigger when certain words or phrases are found within an email. According to Instantly.ai, some of the prevalent ones are:
- Free
- Now
- Hurry
- $
- No cost
- Not spam
- No startup fee
- Buy now
- ! or !!
- Not Warming Up Emails – Email warmups are integral to any email marketing campaign. This not only promotes reputation but also increases the maximum daily sending limit.
Clearly, email warmups are essential for the success of email marketing. And, when done right, it can boost your deliverability rates to the next level.
Using Email Warm-Up To Improve Deliverability
A new email account’s sending limit and reputation rise with continued use. The warm-up phase involves sending fewer emails each day from a new account.
You can do this Manually or using AI. For manual warmups, you can try sending 10-20 emails per day from a new account. However, scaling up your campaign becomes an issue.
Imagine sending out over 100 emails a day! That’s definitely too much for an entire team to handle.
But, thanks to the exponential growth in technology, AI can now mimic human conversation. And, at the forefront of this movement is Instantly.ai which offers unlimited email warmups.
Moreover, Instantly AI’s automated email writing will signal Gmail, Outlook, and the rest to treat your account as real and your domain as reliable senders.
Easy Ways to Improve Email Deliverability
More email views mean more engagement and sales. So, if you want your email marketing strategy to generate revenues for your firm you can enhance email deliverability using these methods.
Opt-In Confirmation
To lower your bounce rate, make sure all your emails are real. Email verification tools can help, but double opt-in confirmation is ideal. When someone gives you their email, they get a confirmation email.
Easier Unsubs
Allowing email subscribers to unsubscribe isn’t simply good practice; it’s the law. The CAN-SPAM Act compels email marketers to let subscribers unsubscribe at any time and give explicit instructions.
Segment Your Email List
Segmenting your audience helps increase email deliverability by improving the likelihood that subscribers will open your emails.
Remove Contacts That Don’t Engage
Delete subscribers who don’t open your emails. Unengaged subscribers can do more harm than good.
Regularly sanitize your email list. That involves eliminating folks who stopped opening your emails and checking your list. Users deactivate email addresses when they switch companies or stop paying for a domain.
Be Consistent With Your Sender Name
Consistent email sender names help recipients recognize your brand. Sending emails from a variety of sender names has the opposite effect: recipients don’t know who they’re hearing from.
Key Takeaways
Creating meticulously crafted and personalized emails won’t make a difference if the email doesn’t get into the inbox. That’s why we need to implement email deliverability best practices.
It may be a simple concept, but when done right, it can skyrocket engagement and sales. So, If you want to take your email marketing campaign to the next level, focusing on email deliverability is the way to go.
