How to Improve Email Deliverability for Campaigns

Suffering from poor deliverability can be a marketer’s nightmare.

Luckily, there are a bunch of different ways to improve your deliverability rate– let’s dive into 4 of the easiest.

1. Send to an engaged subscriber list

The fastest way to improve your deliverability is by sending to an engaged list.

Most popular email platforms track how recipients engage with emails from your domain – how many emails are marked as spam, how many are opened–you get the idea.

They then use this information to determine whether your emails qualify as spam. Having lots of uninterested people on your list will only hurt your efforts to reach those that actually do want to receive your emails.

To do this, you’ll want to regularly clean your list. Best practice suggests doing so every 3-6 months. An example would be to get rid of the people who haven’t interacted with your email in over a year.

One of the best ways to keep your list clean is by making sure your content is always relevant to everyone you’re targeting.

2. Start to segment your list 

Rather than just blasting your entire list with the same messages and promotion, try segmenting your list. Not only will this improve the metrics ISPs look at, you’ll probably see a nice boost in sales.

3. Use a double opt-in for campaigns

As you grow your subscriber list, it is best practice to have all new subscribers confirm their email addresses when they first opt-in.

This process – known as double opt-in – helps you grow your list while also minimizing abuse and preventing the accumulation of invalid or mistyped emails.

4. Strike a balance between images and text

Your emails should contain at least 500 text characters in order to avoid spam filters. If you’re struggling to find the right words or hit that 500 character mark, consider including contact information, legal disclaimers, or company address in fine print at the bottom of your email.

You should also include alternate text for all your images, so subscribers can read a description of each image if your images don’t load properly.

That’s it. You got this!

Keep Learning

Email marketing is in a state of change with new data privacy laws and cookie policies. It has never been more important to focus on continued learning to stay ahead of changing best practices.

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