Having trouble getting your email delivered? Tired of ending up in the SPAM or Promotions folder? I offer ten actionable steps you can take to improve your email deliverability. All this and more on the Late Night Internet Marketing Podcast.
A decade ago, the internet marketing rat race was all about email. The money was in the list and email was everything. If you made money on the internet, you made it with SEO and your email list. That’s just how things were.
The rise of social media resulted in the resurgence of email and its importance that is why we are back having discussions on email best practices. Simultaneously, there’s an increase in the sophistication of email — client email deliverability and email spam detection system, are examples — and this can be a real issue for email marketers.
So here some of the best practices for your email deliverability:
- Use Double Opt-in – A double opt-in is when someone gives you their email address and then they get a confirmation email which they have to click in order to start getting emails from you. This is in compliant with most laws so you will decrease the risk of being in violation. It also keeps you from sending email to people who doesn’t really want your emails so improves your deliverability, reduces your spam rate, and protects your integrity.
- Clear and Personalized “From” Line – In my case, I place Mark from Latenight.im. The brand is talking to them, at the same time, having my name in there makes it more personal. This makes it clickable as it looks like a friendly email that people want to open.
- Create Good Subject Lines – Open rates impact your email reputation, so this is another important metric as this impacts your deliverability. Good subject lines mean people will open your email and will keep them from reporting you as spam. Segment your users and create subject lines that cause engagement for each of these categories.
- Prune Your List Periodically – If you’ve got emails that are not being opened or email addresses which make emails bounce, remove them. They cost you money as most email service providers charge based on the number of subscribers on your list. When emails go unopened, they also impact your deliverability.
- Periodically Check Your Reputation – Make sure that you’re sending reputation is good by checking your sender score. Check blacklists to make sure that your server and your server IP are not on spam blacklists. When someone wants to unsubscribe, make sure it is easy for them to do so because if they can’t figure out how to unsubscribe, they will hit the spam button in frustration. This will automatically route your mail into the spam folder where they don’t have to deal with it, and that will harm your reputation.
- Consider your sending frequency and be consistent – If someone is expecting your email, they grow accustomed to it and are more likely to expect that you are going to send them an email. They’re not going to be surprised so they won’t hit that spam button.
- Custom Sending Domain – check with your service provider so your email looks like it’s coming from the branding you want. Prove that you’re a valid sending domain by setting up your SPF DKM and DMARC records as these are ways that you can authenticate your mail server and prove that you’re not spoofing.
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