Deliverability Blog Post 8: How to improve email deliverability

To maintain a good email deliverability an email marketer should be aware of these 8 simple ways to be on. If you think your email is being read by human and not a robot then this article is yours.

Build Your IP Credibility

Every sending email IP address have a reputation which depends upon your email sending behaviour. IP reputation are built up over the time. According to Statista, 52%-71% sent email volume are spam if you see the global spam volume (in percentage) of total email sent from January 2014 to September 2017. ISP spam filters are constantly waging a war against it.

To do so, they constantly monitor the IP of incoming emails and check how trustworthy they are. If your IP seems suspicious, there’s a good chance that your email won’t reach the inbox. I recommend starting slow with an email campaign and only sending a small batch of emails to individuals who you know are engaged. Once an ISP sees that recipients are opening and engaging with those emails, your IP should become more trustworthy. Then over time, you can gradually increase the volume of your emails. Keep an eye of your IP blacklisting and sender reputation, just follow the instruction given here –

http://multirbl.valli.org/lookup/
https://www.senderscore.org/

Use a Double Opt-in method

This means you should have proper consent of emailing them. While using a single opt-in or even a pre-checked box to subscribe may be tempting because of the volume of subscribers you’re likely to generate, it can hurt your long-term deliverability rate. It can generate spam complaints, which can affect your deliverability rate.

And there are some other major advantages associated with confirmed opt-ins including lower bounce rates, higher open rates, higher-quality leads, more engagement and lower unsubscribe rates. While it will probably take longer to grow your email list using a confirmed opt-in, it’s pretty much guaranteed to improve email deliverability.

Simplify the Opt-Out Process

This is actually mandated by the CAN-SPAM and other Act depeneding upon your country/region. but besides the legal aspect, it’s just good business.

After all, you don’t want to trouble your deliverability because when someone wants to unsubscribe from your email list but isn’t able to they will make a complain or mark as spam. Finally, be sure that you provide them with some sort of confirmation that they’ve successfully unsubscribed.

Be Consistent with Your Sender Name

Your customer should be aware of your brand and then only they can pay attention to your emails if they do so they will open and you make your business. It is better idea to think a good and appropriate name of your company and use consistently only that name.

Don’t send loads of email

Don’t irritate your customers by sending email very frequently, they will either ignore you or simply they will mark as spam which is not your objective. Isn’t it 🙂 Make a schedule of a couple of months in advance and send the email according to your business needs. Something like weekly once twice or maximum thrice. While keeping this in mind you could test which time is best for you to send and stick to that schedule.

Make segmentation.

Not all customers are of same type, needs and expectation can vary person to person. So divide your data base into multiple segment, look what common thing they share you can segment based on that. Such as

  • Demographic
  • Location
  • Past Purchases
  • Position in the sales funnel

  • Here were the global results:

  • Segmented campaigns had a 14.31 percent higher open rate than non-segmented campaigns
  • Segmented campaigns received 100.95 percent more clicks than non-segmented campaigns
  • Segmented campaigns experienced 4.65 percent fewer bounces than non-segmented campaigns
  • they had 3.9 percent fewer abuse reports and 9.37 percent fewer unsubscribers.

  • Maintain a global suppression list

    Do not consider inactive people as same as your active people who interact with your brand. Build a list for those and keep aside however, you could run a re-engagement program for those but don’t be in hurry. By doing so, you prevent these recipients from adversely affecting your email deliverability.

    About the Author

    Pankaj Kumar

    Pankaj Kumar is a senior professional with 6+ years of experience in CRM - Email marketing analytics | Email Deliverability | Acquisition | Retention | Strategies | Budgeting | Platform and Campaign management | Customer lifecycle and segmentation | SMS | Push | SAS | Google Analytics. He has worked with a broad range of clients to provide strategic, data-driven guidance to increase email delivery, subscriber engagement and revenue. He also helps marketers through this blogs in preparing strategies, data Analytics, deliverability, and CRM with a passion for helping email marketers exceed subscriber expectations. You may connect with him on LinkedIn at https://www.linkedin.com/in/kumarpankaj793/

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