Your marketing emails are as good as useless if they don’t reach their intended recipients. After all, you want your potential customers to read through them, click on the links, and further engage with your product or service.
In other words, the success of your email marketing strategy relies on three things: deliverability, open rate, and click-through rate. All of these metrics are closely related to and affect each other, so any improvement you make in one of them will reflect positively on the others.
But how can you improve your email deliverability and ensure your emails reach the right people?
This article covers some general strategies you can explore to increase your reach and boost engagement with your email marketing, from using an email service provider to personalizing your email content. Read on to learn more.
Use an Email Service Provider (ESP)
Sender’s reputation has an immense influence on your email deliverability.
ESPs (email service providers) have algorithms to filter out suspicious emails and protect their customers from phishing or fraudulent messages. Thus, if you have a poor reputation as an email sender, your messages will likely end up in the spam folder or not be delivered at all.
One way to go around this issue is to use an ESP that can provide you with a better sender reputation.
For instance, if you already have a Google Workspace account, you can set up a business email under the Gmail domain and use it to send out your emails. This way, you’ll benefit from Google’s reputation and avoid risking your emails going to spam.
Alternatively, if you insist on using your custom domain and email server, you may want to learn how to get verified email address badge. Once you manage to obtain one, your email deliverability should improve, thanks to your improved sender reputation.
Other Sender Reputation Factors to Consider
Apart from using an ESP or getting verified, a few other relevant factors affect your reputation.
Here are a few ways to improve the standing of your business:
- Scaling your sending volume: Start sending out your emails to engaged users (those who will open and click on them) first, then slowly scale up your volume to new users.
- Using an Email-Only Subdomain: This method offers two advantages. First, it separates your email content from the rest of the website, giving you more accurate reporting. Second, it makes it easier for ISPs to recognize and approve only your email messages.
- Setting up SPF and DKIM records: These two acronyms stand for Sender Policy Framework and DomainKeys Identified Mail, respectively, and they’re critical measures to prevent spoofing of your domain.
Personalize Email Content
Personalizing your emails is more important than ever, and failing to do so may turn into a costly mistake.
The basic idea behind personalized emails is that they are tailored according to the recipient’s interests, needs, and preferences.
At this point, you should have at least some information about the person you’re emailing, such as their name, location, or purchase history. It’s up to you how much of this data you decide to use, but the more personalization you add, the better.
Personalized emails drive high engagement rates, as customers are more likely to read and interact with content specifically created for them. It is now common knowledge that subjects and email headings containing the recipient’s name or other personal details will have a higher chance of being opened.
Besides, there is one additional benefit of personalizing your emails, again referring to sender reputation and spam filters.
Sending out thousands of identical emails can make your messages look suspicious and will likely result in them being filtered out by the ESPs. On the other hand, individualized emails are less likely to trigger any alarms.
Keep Your Email List Clean and Up to Date
Keeping your email list clean and up-to-date is crucial to maximizing your chances of reaching the right people. A clean email list ensures your messages are being delivered to the right people and not to inactive or invalid email addresses.
A common mistake many businesses make is to continue emailing the same contacts who have not engaged with their emails in a while. This situation can lead to a higher number of unsubscriptions, spam reports, and a damaged sender reputation.
To avoid this, you should regularly clean your email list and remove any inactive or invalid email addresses. Many tools and services can help you with this task.
For example, email validation services can help you identify invalid email addresses that are bouncing back. At the same time, engagement metrics can find inactive email addresses that haven’t opened or clicked on any of your emails in a while.
Another way to keep your email list clean is to ask your subscribers to confirm their email addresses or update their preferences periodically. Doing so will ensure that you only send emails to those genuinely interested in your product or service.
Optimize Your Email Content
The content of your emails plays a critical role in the success of your email marketing campaign. If it is not engaging or relevant to your audience, they are less likely to interact with it.
To optimize your email content, you should focus on creating compelling subject lines, relevant messages, and a clear call to action.
Your subject line is the first thing that your subscribers see when they receive your email, so it should be attention-grabbing and fit the tone of the rest of your email. A subject line that is too generic or misleading can result in a lower open rate or spam complaints.
The content of your email should be relevant to your audience and offer value to them. You can achieve this by segmenting your email list based on factors such as their interests, purchase history, or demographic information and tailoring the content of your emails accordingly.
Finally, a clear call-to-action can encourage your subscribers to take the desired action, whether it is to visit your website, make a purchase, or sign up for a newsletter.
Test and Measure Your Email Campaigns
Testing and measuring your email campaigns is essential to improve your email deliverability and engagement rates.
You can use various techniques to estimate what works best for your company. For example, A/B testing is a popular method used to compare the performance of different elements of your email, such as subject lines and signatures.
By testing different variations of your emails, you can identify what works best for your audience and make the necessary adjustments to improve your open and click-through rates.
It would be best to track vital metrics such as bounce rate, spam complaints, and unsubscribe rate to identify any issues with your email list or content.
In conclusion, email deliverability is a crucial aspect of every email marketing strategy. Improving this element can significantly impact your open and click-through rates.
Following the tips outlined in this article, you can increase your sender reputation, personalize your emails, keep your email list clean and up-to-date, optimize your email content, and test and measure your email campaigns.
Remember that email deliverability is not a one-time fix, and you should continuously monitor and improve your email marketing strategy. It will help ensure your emails are delivered to the right people and drive engagement with your product or service.
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