Even in 2020, email communication still wins out as one of the top ways to reach customers. However, there’s an unbelievable amount of technology that stands in your way as attempt to deliver a single email into their inbox. Here are the best practices to maximize your email deliverability.
What is email deliverability?
Email deliverability is considered the ability to reach the inboxes of their subscribers despite obstacles like spam, bounces, ISPs, bulking, throttling, etc. Marketers are constantly attempting to gauge email deliverability because an email campaign cannot be effective in terms of conversion rate unless it’s actually reaching users. A successful email delivery requires a handful of best practices, which will be explored below.
Authentication
This is a common issue that senders run into when they attempt to send a mass email. Thus, if it isn’t handled properly, it’s an obstacle for deliverability because it often results in the email being blocked. To enhance email deliverability, you’ll want to use each of these four types of authentication for your account.
- SPF (Sender Policy Framework)
- DKIM (Doman Keys Identified Email)
- DMARC (Domain-based Message Authentication Reporting & Conformance)
- Custom Domain
Content
The content of your email can help you avoid the dreaded spam box. You’ll want to work on your email content so that when you actually make it to the inbox of your user, the content boosts your conversion rate. If you’re struggling with where to start, focus on these factors.
- Subject line: this is the first thing that recipients see
- Spam words: certain words indicate spam to email service providers; preventing spam words that trigger filters can help you increase your deliverability
- Links maintaining the right number of links increases conversion, but the wrong number puts you at risk of the spam folder
- Personalization: emails are more likely to be opened if they are personalized rather than standard
- Text formatting and color don’t underestimate how the design of the email can enable you to increase your successful email deliverability
User Engagement
In some ways, user engagement is similar to content because it can dictate whether or not your subscribers send you to their spam. User engagement relies on making your content relevant to whomever you’re sending the email to. After all, who is going to continue to open emails that don’t pertain to their life? One best practice is segmenting your email list so that you can send specific and thoughtful content to a group of people. This will save you time and increase deliverability.
Sender reputation
Your reputation as a sender is ultimately decided by factors like domain score and IP address. The more data and information the email service providers have to determine your reputation, the better your score will be. Here are a couple of ideas that can help your sender reputation.
- Preparing your email account by slowly working up to mass emails. If you start out by sending mass emails, your account could get flagged by your email service provider.
- Monitor your sending quota. While there’s no limit on bulk emails, keeping track of how many emails you send in one can help you maintain a quota that will prevent your email service provider from blocking your account from excessive activity.
Following these email deliverability best practices for 2020 can help you get your emails in the folders of the right people. Increase your conversion rate and avoid sending spam to your customers. Quality content is the way to go.
Contact MailSoar to optimize your email deliverability and increase your mailing reputation with the best solutions.
