How to Improve Your Email Deliverability

Ensuring your emails are successfully delivered may seem like a simple ask of your email marketing software. However, it’s easier said than done. According to research from Return Path, more than 20 percent of emails don’t actually reach inboxes.

Ending up in the inbox of your intended recipient is actually about two different things. There’s a distinction between email delivery and email deliverability:

Email delivery is focused on whether the receiver can actually accept your message. For example, they may have a rule in place that blocks a set of IP addresses, therefore, no messages will get through.

In contrast, email deliverability is about whether or not the message made it to the actual inbox. The folder the email goes into is crucial for all marketers, who are inevitably trying to avoid their emails going to the junk folder.

Start with a clean, subscribed mailing list

Building a list of opted-in recipients who expect to receive emails from you is the best starting point for high email deliverability. But, no list should be treated as static. You should regularly check for inactive subscribers who aren’t opening your emails, and who may not even be using the email address you have listed for them. Consider removing those who are inactive for long periods as they can hurt your email deliverability from their low user engagement. You could run a re-engagement campaign asking these inactive subscribers to re-subscribe for future emails before you remove them.

Check your sender information

Having inaccurate sender information can get your emails sent to spam and is against email laws and regulations so ensure this is up-to-date and included in all communications.

Using the same sender name consistently helps your audience feel familiar with your brand therefore increasing engagement. In fact, you can use sender information such as email address and sender name as a marketing tool, by choosing what you think will engage the audience best.

Unsubscribing should be easy

Email marketers today know that it’s imperative to include the ability for a receiver to unsubscribe from your emails. To make this a smooth process would be doing yourself a lot of favours as when users can’t quickly find the way to unsubscribe, they often move the email to spam.

This sends a bad signal to ISPs as your emails are being marked as spam and it can seriously affect deliverability. Make sure the text to unsubscribe is large enough and place it near the bottom of the email as this is typically where most unsubscribe links are.

Engage your audience with killer content

There are a plethora of methods for creating effective email content and in particular, the subject line is what can make or break an email’s open rate. Utilise personalisation in the subject line through naming tags or create trigger workflows that contact your subscriber based on a real-time action they’ve taken.

A/B testing should be at the crux of any email marketing programme in order to learn how your audience responds so that you can do more of what works and less of what does not.

Try to treat email as an integrated marketing channel that has the same tone of voice as other formats and is a continuation of any live campaigns or offers that are running, so that the content always feels related.

Email marketing deliverability is ever-changing so it’s worth keeping an eye on new trends and regulations within the industry to ensure optimal deliverability.

By using these recommendations, you should be in a position to improve deliverability whilst also increasing engagement.