So, you’ve been diligently crafting emails for your business—welcome messages to recent subscribers, weekly newsletters and promotional offers. You press send and anxiously wait for your subscribers to take action… yet nothing happens. Have you ever stopped to consider why? The answer may lie with email deliverability: the process of an email actually arriving in someone's inbox. As a busy business owner or marketer, it can be easy to overlook deliverability as an essential part of successful email marketing campaigns; however, nailing down great deliverability means that more people are going see – no matter how compelling – your message!
Email deliverability is a critical factor for successful email marketing campaigns. Emails can easily end up in spam and other folders, instead of being delivered directly to the inbox. To ensure emails are delivered successfully and reach their intended audiences, there are a number of strategies marketers can employ to maximize email deliverability. Luckily, there are a few key things every business should do in order ensure their emails effectively reach their desired recipients' inboxes. In this blog post we'll walk you through all the steps needed to maximize your email deliverability now and into the future!
What is email deliverability and why should you care about it?
Email deliverability refers to the ability of an email message to successfully reach its intended recipient's inbox. It's important to care about email deliverability because if your emails aren't delivered, they won't be seen by the people you're trying to communicate with. This can lead to missed opportunities and decreased productivity.
There are a number of factors that can affect email deliverability, including the sending server's IP reputation, the quality of the email list, the content and formatting of the email, and the recipient's spam filters. Ensuring that your emails have a high deliverability rate can be a complex task, but it is essential for effective email communication.
To improve email deliverability, you can follow best practices such as using double opt-in to build your email list, using a reputable email service provider, following email formatting guidelines, and monitoring your sending reputation. By paying attention to email deliverability, you can ensure that your emails are reaching their intended audience and that you are getting the most out of your email marketing efforts.
Factors that influence email deliverability
The Content of the Email
The content of the email is one of the most important factors that influence email deliverability. If the email contains spammy content, it is likely to be marked as spam by email providers and will not be delivered to the recipient. To ensure that your emails are delivered, make sure to include relevant and interesting content that is not likely to be marked as spam.
The From Field
The from field is another important factor that influences email deliverability. If the from field contains an email address that is not associated with a reputable domain, the email is more likely to be marked as spam. To increase the chances that your emails will be delivered, make sure to use a from field that contains an email address from a reputable domain.
The Subject Line
The subject line of the email is also a important factor that influences email deliverability. If the subject line is too long or contains keywords that are commonly associated with spam, the email is more likely to be marked as spam and will not be delivered to the recipient. To ensure that your emails are delivered, make sure to use a short and descriptive subject line.
The IP Address
The IP address from which the email is sent can also influence email deliverability. If the IP address is on a blacklist or has been used to send spam in the past, it is more likely that emails sent from that IP address will be marked as spam and will not be delivered to recipients. To increase the chances that your emails will be delivered, make sure to send them from an IP address that is not on a blacklist and has not been used to send spam in the past.
The Email Provider
The email provider you use can also influence email deliverability. Some email providers have a reputation for being more reliable than others when it comes to delivering emails to recipients. To increase the chances that your emails will be delivered, make sure to use an email provider with a good reputation for delivering emails successfully.
How to improve your email deliverability rate
Every email marketer strives for email deliverability, but it can be hard to get right. Fortunately, there are a few steps you can take to improve your email deliverability rate and ensure that your messages end up in inboxes. Wether by using an email list verification so you don’t send emails to nonexistent or invalid email addresses which will rack up high bounce rates or by checking the quality of your content before sending out emails and using a trusted email deliverability monitoring tool to track bounce rates and make sure your emails actually reach their intended targets - these are some iimportant steps when trying to increase your email deliverability.
There are several steps you can take to improve your email deliverability rate:
Use an email list validation tool
Email list validation tools are a must-have in any online marketing campaign. With one simple mouse click, you can quickly go through your entire mailing list and eliminate invalid email addresses that could potentially harm the success of your marketing efforts. Validated emails help ensure that your messages reach the right people, increasing the likelihood that they will be opened and read, and ultimately leading to better engagement and more conversions. Not only is an email verification process key for any business professional, but it also adds an extra level of confidence as an assurance that all information is accurate. A quality email list validation tool can help take your campaigns to the next level—both performance wise, and in terms of improved trust among potential customers.
Using an email checker tool can help improve the deliverability of your emails by identifying and removing invalid or undeliverable email addresses from your list. This can help ensure that your emails are more likely to reach their intended recipients and improve the overall effectiveness of your email marketing campaigns.
There are several reasons why an email list validation tool can be useful for improving email deliverability:
Reduce bounces: Invalid or undeliverable email addresses can cause your emails to bounce, which can negatively impact your sender reputation and deliverability. By removing these addresses from your list, you can reduce the number of bounces and improve the chances that your emails will be delivered.
Protect your sender reputation: A high bounce rate can indicate to email servers that your emails are not being received by the intended recipients, which can damage your sender reputation. By using an email list validation tool to remove invalid addresses, you can protect your sender reputation and improve the chances that your emails will be delivered.
Improve email open rates: Removing invalid email addresses from your list can also improve your email open rates, as you will be sending emails to a more engaged and receptive audience. This can help increase the effectiveness of your email marketing campaigns and drive better results.
Using an email list validation tool can help improve the deliverability of your emails and make your email marketing campaigns more effective by ensuring that your emails are being delivered to valid and engaged recipients.
Use double opt-in to build your email list
Double opt-in is a process used to confirm that a person really wants to receive emails from a particular sender. It involves sending a confirmation email to the person after they have signed up to receive emails, and requiring them to click a link in the confirmation email in order to confirm their subscription. This helps to ensure that only people who are genuinely interested in receiving emails from you are added to your email list.
There are several benefits to using double opt-in for building your email list:
- It helps to prevent spam complaints: Because only people who actively confirm their subscription will be added to your email list, you can be confident that they want to receive your emails. This can help to reduce the number of spam complaints you receive, as people are less likely to mark your emails as spam if they have actively signed up to receive them.
- It helps to ensure the quality of your email list: By requiring people to confirm their subscription, you can be sure that your email list is made up of people who are genuinely interested in your content and are more likely to engage with your emails. This can help to improve the overall effectiveness of your email marketing campaigns.
- It can help to build trust with your subscribers: By using double opt-in, you demonstrate to your subscribers that you respect their privacy and are only interested in sending emails to people who are truly interested in receiving them. This can help to build trust with your subscribers and improve their overall perception of your brand.
Using double opt-in is a good way to build a high-quality email list of people who are interested in receiving your emails and are less likely to mark them as spam. It can also help to improve the effectiveness of your email marketing campaigns and build trust with your subscribers.
Use a reputable email service provider
A reputable email service provider (ESP) is a company that offers a platform for sending email marketing campaigns and newsletters to a large number of recipients. There are many ESPs available, and choosing a reputable one is important for a number of reasons.
- Deliverability: A reputable ESP will have a good reputation with email providers such as Gmail and Outlook, which means that your emails are more likely to land in your subscribers' inboxes rather than their spam folders. This can help to improve the overall effectiveness of your email marketing campaigns.
- Spam compliance: A reputable ESP will follow best practices for preventing spam and will have systems in place to ensure that your emails are compliant with anti-spam laws and regulations. This can help to protect your business from potential legal issues.
- Data security: A reputable ESP will have robust security measures in place to protect your data and the data of your subscribers. This includes encrypting data in transit and at rest, as well as implementing other security measures such as two-factor authentication.
- Customer support: A reputable ESP will offer reliable customer support to help you with any issues or questions you may have. This can be especially important if you are new to email marketing and need help getting started.
By using a reputable ESP is important for the success and security of your email marketing campaigns. It can help to improve deliverability, ensure compliance with spam laws, protect your data, and provide helpful customer support.
Follow email formatting guidelines
There are a number of email formatting guidelines that you should follow in order to ensure that your emails are professional, easy to read, and effective. These guidelines can help to improve the overall appearance and readability of your emails, as well as increase the chances that your emails will be delivered to your subscribers' inboxes rather than their spam folders.
- Use a clear and simple layout: Use a layout that is easy to read and follows a logical structure. This includes using headings and subheadings to organize your content, as well as bullet points or numbered lists to make your points clear and easy to understand.
- Use a font that is easy to read: Choose a font that is easy to read, such as Arial or Verdana, and use a size that is large enough to be easily readable on a variety of devices. Avoid using fancy or decorative fonts, as they can be difficult to read and may not display properly on all devices.
- Use images and graphics sparingly: While images and graphics can be effective at enhancing your emails, it's important to use them sparingly. Large images can increase the size of your email and may cause problems with deliverability, and using too many images can make your email look cluttered and difficult to read.
- Use alt text for images: Alt text is a text description of an image that is displayed if the image doesn't load or if the recipient has images turned off in their email client. Including alt text for your images can help to ensure that your emails are still readable and effective even if the images don't load.
- Test your emails: Before sending your emails, it's important to test them to ensure that they look and function as intended. This includes testing on different devices and email clients to ensure that your emails are properly formatted and displayed.
Following email formatting guidelines can help to ensure that your emails are professional, easy to read, and effective. By using a clear and simple layout, choosing a font that is easy to read, using images and graphics sparingly, including alt text for images, and testing your emails, you can improve the chances that your emails will be delivered and read by your subscribers.
Monitor your sending reputation
Your sending reputation is a measure of the quality and trustworthiness of your email campaigns, as determined by email providers such as Gmail and Outlook. It is based on a variety of factors, including the quality of your email list, the frequency with which you send emails, the engagement rates of your emails, and the number of spam complaints or bounces you receive.
Monitoring your sending reputation is important because a poor reputation can result in your emails being delivered to your subscribers' spam folders rather than their inboxes. This can significantly reduce the effectiveness of your email marketing campaigns.
There are a number of ways you can monitor your sending reputation:
Check your deliverability rates: Your deliverability rate is the percentage of emails that are successfully delivered to your subscribers' inboxes. A high deliverability rate is a good indication of a healthy sending reputation.
Check your spam complaint rate: Your spam complaint rate is the percentage of people who mark your emails as spam. A high spam complaint rate can indicate that your emails are not relevant or wanted by your subscribers, and can damage your sending reputation.
Check your bounce rate: Your bounce rate is the percentage of emails that are not delivered because of a problem with the recipient's email address or server. A high bounce rate can indicate that your email list is not up to date or that you are sending to inactive or invalid email addresses, which can damage your sending reputation.
Use a sending reputation monitoring service: There are a number of services that can monitor your sending reputation and provide you with alerts if there are any issues. These services can be particularly useful if you have a large email list and want to keep track of your reputation on an ongoing basis.
By monitoring your sending reputation is important for the success of your email marketing campaigns. By keeping track of your deliverability rates, spam complaint rate, bounce rate, and using a reputation monitoring service, you can ensure that your emails are delivered to your subscribers' inboxes and that your reputation remains healthy.
Segment your email list
Segmenting your email list refers to dividing your email subscribers into smaller groups based on shared characteristics or behaviors. This can help to improve the effectiveness of your email marketing campaigns by allowing you to send targeted and personalized emails to specific groups of people rather than sending the same email to your entire list.
There are a number of ways you can segment your email list, including:
- Demographics: You can segment your list based on demographics such as age, gender, location, and income level. This can be helpful if you have different products or services that are more relevant to certain demographics.
- Interests: You can segment your list based on the interests of your subscribers. For example, if you have a blog that covers a variety of topics, you can create separate segments for subscribers who are interested in different topics.
- Behaviors: You can segment your list based on the actions that your subscribers take. For example, you can create a segment for people who have made a purchase from your website or people who have opened a certain number of your emails.
- Engagement: You can segment your list based on the level of engagement of your subscribers. For example, you can create a segment for people who frequently open and click on your emails, and a separate segment for people who have not engaged with your emails in a while.
Segmenting your email list can help to improve the relevance and effectiveness of your emails by allowing you to send targeted and personalized messages to specific groups of people. It can also help to improve the overall engagement and response rates of your emails.
Use authentication methods
Authentication methods are used to verify the identity of the sender of an email and ensure that the email has not been modified during transit. There are several authentication methods available, and using them can help to protect your emails from being marked as spam or rejected by email providers.
- Sender Policy Framework (SPF): SPF is a DNS record that specifies the mail servers that are authorized to send email on behalf of your domain. When an email is received, the receiving mail server can check the SPF record to verify that the sender is authorized to send email from your domain.
- DomainKeys Identified Mail (DKIM): DKIM is an authentication method that uses a digital signature to verify the authenticity of an email. When an email is sent, a unique signature is added to the message header, and when the email is received, the receiving mail server can check the signature to verify that the email has not been modified during transit.
- Domain-based Message Authentication, Reporting & Conformance (DMARC): DMARC is an email authentication protocol that allows the owner of a domain to publish a policy in their DNS records indicating which mechanisms are used to authenticate email messages sent from their domain. This allows receiving mail servers to check the authentication of an email and take appropriate action if the email fails authentication.
By using authentication methods such as SPF, DKIM, and DMARC, you can help to protect your emails from being marked as spam or rejected by email providers. This can improve the deliverability of your emails and ensure that they reach your subscribers' inboxes.
Tools and services to help you maximize email deliverability
As a business emailer, email deliverability is probably top of mind for you. You want to make sure that your emails are being delivered and not bouncing back, but getting that perfect email sending system nailed down can be tough. The good news is there are tools and services designed to help you maximize email deliverability, from email list verification services with easy-to-use user interfaces all the way through to custom software solutions providing data insights into email performance metrics. Whatever your size and budget, you're sure to find an email deliverability solution that suits you. So don't put off optimizing your email game any longer.
There are several tools and services that can help you maximize email deliverability:
Email Deliverability Testing Tools: These tools allow you to test the deliverability of your emails by simulating the sending of emails to various email clients and ISPs. Some examples include Litmus, Mail-Tester, and GlockApps.
Email List Cleaning Services: These services help you remove inactive or invalid email addresses from your email list, which can improve the deliverability of your emails. you can check EmailListValidation to discover the features you can use to increase your email deliverability..
Email Deliverability Monitoring Tools: These tools allow you to monitor the deliverability of your emails in real-time, alerting you to any issues that may arise. Some examples include 250ok and Return Path.
Email Marketing Services: Many email marketing services, such as Mailchimp and Constant Contact, offer built-in deliverability tools and resources to help you ensure that your emails are being delivered to your subscribers' inboxes.
To improve email deliverability, it's also important to follow best practices for email marketing, such as obtaining consent from subscribers before sending them emails, using a double opt-in process, and maintaining a good sender reputation.While there are many best practices that can be followed, such as optimizing sender reputation and properly authenticating emails, the key to successful deliverability is staying ahead of the ever-changing technical and regulatory requirements of ISPs while keeping customer engagement top-of-mind. To ensure deliverability, it's important to monitor overall performance data, pay attention to unsubscribe rates, and use automated tools such as Email Validator to regularly check the quality of email addresses before they enter your mailing list. Ultimately, by creating personalized content that focuses on delivering value rather than solely trying to drive sales, you can maximize email deliverability for lasting success.
Improving your email deliverability can seem daunting, but it doesn't have to be. By following the simple steps we outlined in this blog post, you can start seeing improvements in your deliverability rate right away. And if you need a little extra help, our team of experts are always here to lend a hand. So what are you waiting for? Start implementing these tips today and see how your deliverability improves!