There is no shortage of article on how to make people open your email and click on links. But not enough attention is paid to how you can make sure your email gets delivered.
You may not think this a huge issue. But it is. About 20 per cent email never reaches the receiver’s inbox. They either go directly to spam or get lost.
So if you can improve email deliverability rate, you’ll significantly increase the impact of your campaign.
In this post, I take a look at 8 actions you can take to improve email deliverability.
1. Use a double opt-in
Make all new subscribers confirm their email address when they first opt-in. It may be tempting to use a single opt-in because you’ll get more subscribers. But it can generate a lot of spam reports which will hurt your deliverability rate.
Double opt-in may also mean higher open rates, more engagement and lower unsubscribe rates. It’ll take a little longer to grow your email list but double opt-in is better in so many ways.
2. Make the opt-out process easier
You are legally required to give subscribers the chance to opt-out at any time. But it’s also good for your marketing campaign. You need to make it as easy as possible for people to opt-out.
If people have trouble finding the unsubscribe button, they may mark your email as spam to avoid any more of your future emails. Being marked as spam will hurt your email deliverability rate.
Also, make sure people can unsubscribe with just one click. Many sites make people click twice to unsubscribe. Don’t give people any further reason to be frustrated. Just provide them with a confirmation message after they click the unsubscribe button.
3. Send emails with the same name
Using fake sender information can get your email straight to spam folder. Since it’s a violation of the law, you may get fined as well. So always clearly state who you are.
You should also be consistent with sender name. If you always use the same name, it’ll build familiarity. Receivers will instantly recognize you and open your emails. They’ll also not mark your email as spam.
4. Don’t send too many emails
Many people send too many emails. We already get hundreds of emails every day. We don’t want emails that don’t add any value and only clutter our inbox.
So if you don’t want people to ignore your email, don’t send too many emails. If people keep ignoring you, it’ll hurt your IP’s credibility. This will lower your deliverability rate.
If you send too many emails, you’ll also have lower engagement rate. Sometimes people will unsubscribe. They may even mark your email as spam. All of this is bad for your campaign and bad for your credibility.
But what number is too many? According to data from Omnisend, most marketers (90 per cent) send 1-4 emails every month. Only 10 per cent send five or more emails.
In my opinion, you shouldn’t send more than seven/eight emails every month. And always make sure all your emails add real value to the receiver’s inbox. Don’t just send the same email in different wording multiple times.
5. Remove inactive subscribers from your list
Don’t send emails to people who aren’t engaging with your emails. It’ll not only save you money, it’ll also boost your reputation and deliverability.
How long should you wait before removing someone from your list? If you send less than eight emails every month, wait one month. If they don’t engage with a single email, remove them. The more frequently you send emails, the shorter the period of time you should wait.
If you don’t want to remove inactive subscribers completely, you can create a suppression list that contains email addresses of inactive subscribers.
6. Segment your list
If recipients open and engage with your emails, ISPs trust your IP more. To increase engagement with your email, segment your email list. According to one MailChimp study, segmented campaigns had a 14.31 per cent higher open rate, received 100.95 per cent more clicks and experienced 4.65 per cent fewer bounces than non-segmented campaigns.
There are other benefits too. According to a Marketing Insider Group report, personally relevant content increases purchase intent in 78 per cent of US Internet users.
You can personalise email by location, demographics, past purchases, position in the sales funnel, etc. It’ll take a bit more time. But it may increase engagement, improve deliverability and bring more revenue to your business.
7. Build your IP credibility
Spam is a huge problem for email users. You may find it hard to believe but spam accounts for the majority of email. According to a report from last year, around 60 per cent of emails are spam.
Since inboxes are drowning in spam, ISP filters are trying the hardest to prevent them from reaching the inbox. To do it, they assses the IP of incoming emails. If they see it as suspicious, the email may not reach the inbox.
So you need to build your IP credibility. To do it, only send a small number of emails to engaged people at first. When they engage your email, ISPs will see your IP with a favourable eye. Then gradually increase the volume of your emails.
What’s your IP reputation? Have you done anything to improve it? Let me know in the comments.