What is email deliverability?
Email deliverability means the actual placement of your email into the subscriber's inbox. Email deliverability fails if the email went to the spam folder or is blocked by the ISP.
How to improve email deliverability rates?
Optimizing emails for email deliverability is highly important for running successful email marketing campaigns. Luckily, there are proven tactics that can easily fuel your email deliverability rates and bring better returns on investment. Here are the key checkpoints to help you maximize email deliverability rates.
- Be an authenticated sender
- Follow email list hygiene
- Follow double opt-in
- Provide preference center
- Avoid spam traps
- Write spam free content
- Maintain proper IP allocation
Be an authenticated sender
If you’re not a spammer you should not even look like a one. Authenticate your email with SPF/DKIM/DMARC to prove to the ISPs that you are a legit email sender. Not following the email authentication protocols you are risking yourself for email spoof and phishing (i.e. someone else taking the control of your email domain)
Follow email list hygiene
The quality of an email list is the first and foremost factor that needs to be checked while we talk about maximizing email deliverability rates. A stale email list not only harms your sender’s reputation but negatively impacts your deliverability rates. An email list can be cleaned in just a few steps using an email validation tool.
Follow Double-opt in the process
The method you collect for email list building plays an important role in your email deliverability. Following the double opt-in process ensures that your email list is built organically and the people on your list have given you the permission to receive emails from you. Mailing to the purchased email list or to the people who never gave you the permission will mark your emails as spam. Here is the difference between double opt-in and single opt-in
Provide preference center
Following double opt-in is good, providing email preference center is better. It will keep your subscribers happy by allowing them to adjust the frequency and the type of email they want to receive from you. The practice of keeping subscribers happy brings better engagements which are being noticed by the ISPs.
Avoid spam traps
ISPs and the email community maintains the list of email addresses to catch the spammers. Mailing to one spam trap account will land you on the blacklist (It is very challenging to get off the blacklist). The best way to avoid hitting a spam trap is to maintain a clean and segmented email list of your most engaged subscribers.
Write spam free content
Content of your email is a decisive factor if a user will open, delete or neglect your email message. It is wise to avoid spam-triggering words both in the subject line as well as the copy of your email.
Maintain proper IP allocation
It is important to maintaining a proper email infrastructure once you start scaling your email marketing efforts. Once you reach a threshold limit of 25000 emails daily you will need a dedicated IP. Also, once you go for a dedicated IP there are certain conditions that need to be taken care of, for example warming up your dedicated email IP