Low email deliverability is a sales killer. Simple as that. No matter how great your emails are, you might as well be shouting into the void if they aren’t even making it to your prospects’ inboxes. It’s a common problem, but it’s not one you have to go with.
To ensure your emails land in inboxes, you need to understand the factors that influence whether they land in the inbox or the spam folder and use that knowledge to your advantage.
Think of this guide as your personal email deliverability solution. We’ll walk you through the five essential steps to building a system that gets your emails seen, read, and acted upon.
Step 1: Clean and Authenticate Your Email List
The first step to improving your email deliverability is ensuring you’re sending emails to a clean and verified list. Start by removing any invalid or inactive addresses. These are addresses that have bounced (meaning the email couldn’t be delivered) or haven’t engaged with your emails in a long time.
Next, consider requiring subscribers to confirm their email addresses through a double opt-in process. This means they’ll receive a confirmation email after signing up, and they’ll have to click a link to verify their address. This might seem like an extra hurdle, but it significantly reduces the number of spam complaints and inactive subscribers on your list.
Finally, authenticate your emails using SPF, DKIM, and DMARC. These are technical protocols that verify you as a legitimate sender. Think of them as a stamp of approval that tells email providers your emails are safe to deliver. Setting these up is a bit technical, but it’s a crucial step in building a strong sender reputation and improving your deliverability.
Step 2: Craft Compelling Subject Lines and Content
The subject line is your email’s first impression, so make it count. Avoid using spammy words like “free,” “guarantee,” or “cash,” as these can trigger spam filters. Instead, focus on creating a subject line that’s both intriguing and relevant to your email’s content. A good subject line should give recipients a reason to open your email.
Personalization can also significantly boost your open rates. Use your recipient’s name in the subject line or body of the email, and tailor your content to their interests or past interactions with your brand. This shows that you’re not just sending a mass email but that you’ve taken the time to understand their needs.
When it comes to the body of your email, keep it concise and relevant. Focus on delivering value to your recipients, and avoid excessive jargon or promotional language. Make sure your call to action is clear and easy to follow. What do you want your recipients to do after reading your email? Click a link? Make a purchase? Whatever it is, make it obvious.
Step 3: Monitor Your Sender Reputation
Your sender reputation is like a VIP pass to the inbox. It’s the measure of your credibility as a sender, built upon factors like your sending history, spam complaints, and overall engagement. If your reputation is great, you’ll breeze past the spam filters and land right in the inbox. But if it’s damaged, your emails might get stuck in spam or blocked entirely.
Luckily, you’re not flying blind. Tools like Sender Score and Google Postmaster Tools offer a behind-the-scenes look at how email providers view your domain. Think of them as your personal reputation dashboard, giving you the insights you need to pinpoint problems and take action.
Building a good reputation isn’t a quick fix, but it’s worth the effort. Start by focusing on the basics: clean up your email list, send relevant content, and watch those spam complaints like a hawk. The more your subscribers engage with your emails (opens, clicks, etc.), the better your reputation will become. And remember, consistency is key. Don’t bombard your list with emails for one week and then go silent for months. Find a rhythm that works and stick to it.
Step 4: Optimize Your Email Sending Infrastructure
When it comes to email, your service provider is the engine under the hood. It’s crucial to choose one that prioritizes deliverability and offers the features you need to succeed. Look for a provider with a strong reputation and a proven track record of getting emails into inboxes. Consider factors like the size of your email list, your budget, and whether you need advanced features like segmentation or automation.
Don’t forget about your IP address – it’s essentially your email’s home address. A dedicated IP address gives you more control over your sender reputation, but it also comes with added responsibility. A shared IP address might be a more cost-effective option if you’re just starting out or have a smaller list.
If you decide to go with a dedicated IP, take the time to warm it up. Think of it like a new car – you wouldn’t immediately redline it on the highway. Start by sending a small volume of emails and gradually increase it over time. This allows email providers to get to know you and trust that your emails are legitimate.
Step 5: Track, Analyze, and Improve Continuously
The journey to perfect email deliverability doesn’t end with setup and execution. It’s an ongoing process of tracking, analyzing, and refining. Think of it as a feedback loop, where data guides your decisions and helps you improve over time.
Start by monitoring key metrics like open rates, click-through rates, and bounce rates. These numbers tell a story about how your emails are performing. Are people opening them? Are they clicking on your links? Are emails bouncing back? Analyzing these metrics can pinpoint areas for improvement.
A/B testing is another valuable tool in every email deliverability services arsenal. It involves sending two versions of an email with slight variations to different segments of your list. This allows you to compare their performance and see what resonates best with your audience. You can test different subject lines, content layouts, or even sending times to optimize your campaigns.
Finally, don’t be afraid to adapt your strategy based on the feedback you receive. If you notice that certain types of emails consistently perform better than others, double down on what works. If you receive spam complaints, investigate the issue and make necessary adjustments. Remember, email marketing is a dynamic field, and the best way to stay ahead of the curve is to continuously learn and evolve.
Mastering email deliverability isn’t a sprint; it’s a marathon. It requires ongoing effort and a willingness to adapt and improve over time. By implementing these five steps, you’re not just sending emails – you’re building a solid foundation for reaching your audience and achieving your goals.
Remember, the inbox is a competitive space, but with the right strategies and a bit of dedication, your emails can break through the noise and deliver the results you deserve. So, take these insights, put them into action, and watch your email marketing efforts flourish.
