10 Things you Must do for Higher Email Deliverability
Email Marketing has grown into a prolific marketing channel for online marketers, mentors, coaches, and anyone looking to sell the services or products. Besides, the oldest marketing channel, email marketing is still relevant in today's standards.
Quite interestingly, the conversion rate in email is maximum at around 32%. That’s right, every $1 spent in email marketing, can bring up to $32 or even more if you are selling high ticket products.
What is email deliverability?
Email marketing is great, but what if your hard-crafted emails aren’t reaching your potential customers? Yes, email deliverability is still a major concern for email marketers. Email deliverability means the chances of your email getting to the user's inbox, avoiding been sent into spam box or being blocked by the ISPs, it is sometimes also represented in the percentage.
Here are some of the factors which can help increase the chances of your email deliverability if taken into proper account.
1. Domain Authenticating
This should be the primary step before launching any campaign. You must authenticate your domain with the SPF (sender policy framework) and DKIM (domain key identified mail). To some of you, these terms might be new but there is a safety protocol held by email service providers and internet service providers.
You must use the TLD extensions (.com, .co, .net, .biz, etc) and use proper email marketing channels instead of using convectional and free resources like Gmail and yahoo. In this case, any reputable email marketing CRM can fit into these protocols as they have properly maintained SMTP servers.
2. Proper IP Location
This is generally of lesser concern when you are just starting with a small email list. But as soon as your email list grows or your email frequency increases, this comes into effect. As a rule of thumb which most marketers recommend, if your email list is exceeded by ~25,000 members, you should shift to dedicated IP addresses to maintain a proper reputation with the ISP.
Most hosting platforms have this functionality with some additional charges, therefore if you planning to outgrow your list of have already grown list, it is better to shift to dedicated IP or if your email frequency is greater than others
3. Clean List
Having a list of the engaged audience is very important as it can help bring more revenue at a lesser maintenance cost. Think it as an example, if you have an email list of 10,000 members in which only 300-400 versus a list of 1000 members and engagement from 700-800? In the latter, the revenue would be greater along with the lesser acquisition cost.
Therefore, always maintain a healthy list of emails staying upfront about your content, and ethically acquiring those emails like lead magnets, free courses, ebooks, cheat sheets, etc. instead of buying an email list, more on it later. Also try to have, unsubscription link mentioned in the emails to avoid potential spamming
4. List segmentation
The primary reason for list segmentation is to separate the audience based on the type of content they were promised to get or the content in which they show most of the interest.
For example, if you email a subscriber got into the list for the newsletter, he or she would be expecting the newsletter only not the reminder for your near-to-close deals, the same goes for another list. Nowadays many email service providers give this facility, so make good use of them and segment the list based on the feedback or proper tracking different matrix-like open rate, CTR or CTA, etc
5. Opt-in Process
The more streamlined the opt-in process would be, the better would be your email list. In short, you want to be reaching out to people who want, expect, and look forward to receiving your emails every day.
This can only be possible if the email subscribers' process is non-shady and non-realistic expectations are not being made upfront. You can also develop double-opt-in, to further confirm and verify their consent.
6. Non-Spammy Subject lines
The subject is the most important of email deliverability and yet it is often overlooked. Some ISPs often rely on a subject to declare the same email as spammy or good, just based on the subject line.
In some good practices, try to avoid using work that can raise red flags from ISPs like Free, Risk-Free, Ending Soon, Buy Now, Last chance. If necessary, you can use these words sparingly in the body of the emails but avoid using them in the subject line. Rather than talking about the moon, try to write which people are going to get in the email. The more upfront you are, the better the subject line would be. You can also use free check software to get the score for your subject line.
7. Avoiding spam traps
This is the old and yet still used technique used by ISPs to protect their consumers from potential spam by creating spam trap email addresses. Once you get them on your list (by shady practices because they are not common nor are maintained) your sending email address is put on the blacklist. This is often irreversible and can massively affect your email deliverability
8. Buying email list
One of the most unethical and shady practices is buying an email list. Many companies are providing this service by mentioning that “we are helping you get targeted list” which isn’t. You even don’t know who the actual recipients are, which increases the unsubcription rate and spam traps (discussed above). This is sometimes more expensive and gives lesser ROI which is hurting above being marketed as spam.
9. Improve content
People should love to read your content and they should be eager to learn more from Brain Clark, people are desperately trying to read every word written by him in the content marketing industry. To provide value to the people in terms of better content, they would never let you down in terms of generating revenue and email deliverability.
10. Tracking email statistics
In this modern time, every email service provider has the facility of tracking and showing a bunch of helpful records like unsubscription rate, open rate, CTR, etc. You must dig into those stats and filter out unengaged users from the list or else add them to another list to target them with more relevant content. The more you segment your list, the better results you can expect in return.
Email deliverability is not an unsolved myth, rather it purely depends on your email marketing practices and your content overall. Keep proving value and your email deliverability won't be an issue in the longer run.