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8 Tips To Excel In Email Deliverability

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Shooting out bulk emails without knowing whether it’s reaching user’s inbox!

If your emails aren’t getting delivered, then email marketing is a total waste of time and money.

You’ve read all the tips about eye catching subject lines, open rates, attractive image content, strategic email landing pages. But let’s look at the email marketing from its most fundamental level — email deliverability.

I bring to you 8 of the smartest and most effective techniques for improving email deliverability.

1. Is your IP valid and trustworthy?

ISP filters defend against spam emails. How would you tell these filters that your IP is valid and trustworthy?Start any email campaign by sending small batches of emails to addresses that you know are engaged.

As these emails are received and opened by engaged users, your IP will start to build trust with the ISP. Slowly       increase the number of emails to your peak volume.

2. Sender Policy Framework

Implement a sender policy framework (or SPF). It will build your trust with the receiving email server. The server cross check the domain name against the associated IP address to make sure that it is legitimate. If you don’t have an SPF, your emails might get rejected.

3. Use Sender Score to keep track of your sender reputation

Sender Scores assigns a number to every outgoing mail server. This score is on a sacle of 1-100. The higher the score, the better . Always keep track of your score. This score is calculated by using number of unsubscribes and spam reports. If your spam reports and unsubscribes list is high , it is more likely that your mails will be rejected or go into spam. Try to keep your complaint rates under 0.1%. You can manage this percentage by removing non-existent addresses and avoid mailing to email addresses collected by someone else.

4. Make a consistent schedule to send an email 

Stick to a particular time to send your email campaign. Not keeping a consistent schedule create sending spikes.

5. Use Double opt-in , instead of Single opt-in

The difference between double and single opt-in is that with double opt-in (also called “confirmed opt-in”), people get a confirmation email after they’ve entered their email address into your form and clicked submit. They’re not subscribed until they click a link in the confirmation email.
Deliverability rates are higher for the list that use double opt-in and unsubscribes rate are also lower . Open and click through rate is also high.

6. Avoid over-mailing

If you’re mailing more than once a day, you may be over-mailing. When you send more emails, people tend to respond less and also it irritates them. They may unsubscribe you or mark you as spam. So avoid over-mailing.

7. Be CANSPAM Compliant

Make sure your email service provider participates in industry initiatives like EEC, MAAWG, and ESPC, and feedback loop programs, and is CANSPAM complaint. It’s actually illegal to not be CANSPAM complaint.

8. Avoid RSS, Images and Keep The Mail Short to make your email land into Inbox

Almost every RSS feeds lands in Promotions tab. Because RSS is automated, Google surmise that it’s not being sent by a real person, so it doesn’t belong in Gmail Primary (even though your customers have subscribed to it).

For some reason Google sees images as a sign of a promotion or spam message. You will increase your readership by not having pictures.

Keep your mails short, because the longer your email is, less likely it is to land into the Primary.

  • Email-Marketing

  • Digital-Marketing

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