- Post By : Michael Smith
- On : December 5, 2016
Email is anything but dead. According to Mailigen, 89% of marketers say that email is still their primary channel for lead generation.
Email marketing has definitely changed though. Personalization, segmentation and automation have become the norm for most businesses in 2016 as users have come to expect a more relevant experience from brands.
When it comes to email marketing though, you can follow all of the latest trends and create a great strategy but if you aren’t getting the basics right, your emails won’t reach your recipients and your efforts will be wasted.
11 Tips for increasing email deliverability
If you’re in the process of developing your email marketing strategy for 2017, there are a few tips that you should read through if you want to increase your deliverability rates and see better results in the New Year.
- Check your sender reputation
A low sender score decreases your chances of successfully delivering your email campaigns. The score is calculated using metrics such as spam complaints and unsubscribe rates. Your IP will receive a score between 1 – 100 and you can check it for free on the Sender Score website.
- Use a double opt-in
A double-opt in process ensures that subscribers have indeed given you permission to email them. Once a user subscribes they should receive an email with a confirmation link that they need to click on before they officially become a subscriber. A double-opt in decreases the chances of a user marking you as spam since they want to hear from you.
- Implement a sender policy framework
A sender policy framework or SPF increases your IP’s trustworthiness by providing ISPs with detailed information on who you are thus increasing your chances of deliverability.
- Avoid spam words
There is no comprehensive list of spam words available online but if it sounds too gimmicky, there’s a good chance that your email will be blocked. Examples of common spam trigger words include:
- As Seen On
- Meet Singles
- Income from Home
- No Hidden Costs
For more examples, see this post.
- Practice email hygiene
Email hygiene is more important than ever. If you’re not scrubbing your email list on a regular basis you could end up sending to invalid or non-existent email addresses and lower your IP score. Cleaning your database will also help remove spam traps that could potentially blacklist your IP.
- Don’t use free domain email addresses
If you want to reach your recipients you need to be perceived as trustworthy. If you’re going to send bulk emails from a Gmail, Yahoo or Hotmail account, you will be blacklisted and marked as spam so avoid this at all costs. Using an official company address will not only look more trustworthy but your recipients will immediately be able to recognize it too.
- Take it slow
If you want to prime your IP for success, start out slow. Segment your email list and start sending out smaller batches of emails first so that you aren’t automatically seen as a spammer. You can slowly start ramping up your email quantities once you start seeing decent engagement rates.
- Pay attention to your bounces
There are two types of bounces, hard and soft. Hard bounces should be removed from your email list since they’re giving a permanent error. Emails that produce a soft bounce should be resent but if they continue to give an error they should also be removed from your list.
- Make it easy to unsubscribe
If a recipient can’t find your unsubscribe button they won’t hesitate to mark you as spam. Make it super simple for subscribers to unsubscribe if they want to.
- Pick a good service provider
There are tons of email software solutions out there but it’s important to partner with one that shows good deliverability rates if you want to increase your chances of reaching your recipients and keeping a good sender reputation.
- Go easy on the images
Even though sender reputation matters a lot more than email content, you should still aim to have a good text to image ratio. Emails that contain too images are generally marked as spam.