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Digital marketers and small business owners, like you, know that email is one of the most powerful tools to sell online.
However, your email marketing efforts will be wasted if what you send never lands in an inbox.
The good news is that, with this handy guide, you can avoid the risks and improve your deliverability in no time.
Deliverability refers to how many of the emails you send are actually delivered into the inboxes of your leads.
Email delivery is a common key performance indicator (KPI) that you can track to measure the success of your automated email campaigns.
The easiest way to measure your email deliverability statistics (and any other email marketing metrics) is to use email marketing services (EMS), like systeme.io.
However, we know that not all EMS deliver advanced and easy-to-read analytics as we do.
Here’s a handy infographic to help you calculate your email deliverability:
Calculating and monitoring your delivery rate is arguably one of the most important parts of your marketing strategy.
The ultimate goal of email deliverability is to get good inbox placement.
So while email delivery rates are important, they need to be combined with your spam rates before you measure their success.
Spam complaints will only damage your deliverability and sender reputation — which could harm your relationship with your audience overall.
Let’s get into some of the other common marketing practices that can also harm email deliverability rates.
Sometimes the admin that goes into a well-crafted email campaign can put off digital marketers.
Taking shortcuts with your email marketing can lead to risky behavior — you might as well throw your email list into the trash.
Here are 5 things that can, and will, drag your deliverability down:
The reputation of the email address you use to send marketing emails matters more than you know.
Specifically, this refers to your reputation of the domain name of the email address used by you, the sender.
Sender reputation is another metric that you can calculate, which generates a score from 1 to 100.
Email senders who use an email service provider will make use of different shared IP addresses — the IP address you’ll use depends on whether you’re new or low-risk users.
Here are several things that can negatively impact your email sender reputation:
All of these will harm your chances of proper inbox placement, so cultivating a good email sender reputation is crucial.
Growing your email list can seem tough and time-consuming, but cheating the system is a big no-no here.
Using a shared or purchased list of contacts violates the GDPR and other email marketing rules of consent.
If you send emails to a purchased list, you risk the following:
All of these risks will harm your sender reputation as well as how trustworthy your brand and business are.
Depending on where in the world your business and your customers are based, different email marketing laws will apply.
Disobeying these laws will see you paying thousands of dollars in fines per non-compliant email and being blacklisted.
Common reasons for non-compliance are:
Usually, the marketing platform you use will help you keep your emails lawful and compliant.
You can read more about how these laws affect your email marketing here.
A reason for undelivered or bounced emails might be how you’re including links in them.
The following kinds of links will get your emails bounced or sent to spam folders:
Internet and email service providers find the above behaviors suspicious and misleading.
Stick to using normal hyperlinks in your email message, and avoid the spam folder.
Aside from poor linking strategies, several behaviors will trigger a spam trap.
Here’s a quick guide on how to avoid spam traps:
Email service providers use spam filters to keep their users’ inboxes free from clutter.
Internet service providers have also created sending limits and blocks, on top of their blacklists.
Luckily, there are several simple strategies you can start using today that will ensure your email deliverability.
From the structure of your content, to how you get your email subscribers, nearly everything affects email deliverability.
It might feel like there’s too much to handle, but don’t worry, we’ve got your back!
Implement these 11 actionable tips, and you’ll stay out of the spam folder:
By sending from your business’ domain, you show email service providers where the email is coming from.
Spam emails tend to be more deceptive about their origins, so this kind of directness works in your favor.
You actually can’t send an email marketing campaign from a public server like Gmail or Yahoo — DMARC now stops that from being possible.
However, an email service provider will look at more than your domain before delivering your email campaign.
You also need to take these into account:
Authentication is probably one of the best email deliverability practices because it solves multiple issues.
As we mentioned earlier, SPF and DKIM are the way to go here:
Using dedicated IP addresses is your best bet to getting authenticated, especially if you’re going to be sending emails in bulk.
Aside from improved email deliverability, there are many benefits to authentication:
Depending on which marketing platform you use, the verification process will differ.
Click here to learn how systeme.io can help you get started with domain authentication.
Another way to keep spam at a minimum is with an opt-in process.
Using opt-in forms on your website and social media pages is a great way to grow your email list.
There are 2 opt-in processes to choose from:
We strongly recommend you choose a double opt-in system if you’re looking to maximize your deliverability because you’ll use a confirmation email to add new subscribers to your list.
This ensures that you won’t have any misspelled or non-existent email addresses on your list.
Double opt-ins also prevent bots from registering and deliberately infiltrating your email list.
It’s also a great way to ensure that the people who’ve opted-in want to continue receiving relevant content from you.
Keeping your contact list up to date is essential for a higher email delivery rate.
The best way to know if your list is due for a clean is to look at your bounce rate.
Your bounce rate is made up these two types of bounces:
Hard or soft, if your bounce rates are on the rise, it’s definitely time for a contact list spring clean.
Your email open rate is another good place to figure out if your list is going a bit stale.
Send a re-engagement email campaign to inactive users, and if they’re still unresponsive, you should take them off of your subscriber list too.
A picture might be worth a thousand words, but in email marketing, they can be pretty costly.
Consider that Samsung and other devices automatically disable image downloads, and many users do the same to cut down on data costs.
If your email relies on imagery to communicate your message, you’ll lose your audience, get marked as spam, and eventually, you won’t have your emails delivered.
Internet service providers are also wary of emails that contain too many attachments — it’s a common tactic for sending malware.
Keep your images to a minimum, and you won’t lose out on email deliverability here.
Digital marketers know that consistency is key — especially when you send emails.
A set content or marketing plan can help you maximize email deliverability — if you stick to it.
This one has multiple benefits:
This consistency should filter through to your branding and design as well, to make your business recognizable.
While including an unsubscribe link is a legal requirement for all marketing emails, making this process simple actually works in your favor.
A simple, single-step unsubscription process leads to:
By making it easy for uninterested leads to leave, you’ll be left with just those that are actively interested in your offers and more likely to convert.
With 85% of email users accessing them on their smartphones, keeping your content optimized for mobile devices is a must.
Here are some simple changes that will improve your mobile optimization:
If your message is unreadable on a mobile device, some of the 85% of users who prefer mobile might mark your emails as spam.
You can keep mailbox providers happy and reach your audience if you stick to these email deliverability best practices.
ISPs give you a pretty easy way to check and test email deliverability.
They’re called feedback loops:
ISPs use this feedback when working out your spam score.
If you check feedback loops, you can use them to figure out what sent users packing and change your strategy accordingly.
Personalized content will keep your emails relevant and targeted.
You can personalize your content by:
Relevant content means lower spam rates and better deliverability overall.
Another tactic is to personally ask subscribers to add you to their trusted contacts list.
When they do, you’ll see a serious improvement in email deliverability, as the receiving server will trust the sender’s domain.
This also boosts your engagement metrics, which is another tick in your book for ISPs.
If you trigger a spam filter, you’ll quickly find your email deliverability rate starting to dwindle.
These will set inbox providers’ spam triggers off:
By staying out of the spam folder, your deliverability will definitely improve and so will your domain reputation.
To get the most out of these email deliverability best practices, you need to partner with one of the best email and marketing platforms out there.
Systeme.io is an all-in-one digital marketing platform and solution for online business owners.
There’s almost nothing that this powerful software cannot do for you.
With a systeme.io account, you’ll get access to a host of email-specific marketing features.
These features are even more impressive because they’re fully integrated with the rest of systeme.io’s marketing tools:
systeme.io’s extensive features
You won’t have to endure the technical headaches of switching between multiple platforms to accomplish a simple task.
With systeme.io, everything works together seamlessly to help you run your entire business.
Many all-in-one tools come with a pretty hefty price tag — but not systeme.io!
Our platform comes with 4 scalable and affordable pricing plans, including our forever Free plan:
systeme.io’s scalable pricing options
With us, everyone starts for free and gets immediate access to the following (for up to 2,000 contacts):
If you choose to upgrade your account, you’ll get access to more of these features, plus bonuses like evergreen webinars, 1-on-1 coaching, and free migration.
With so much support at your fingertips, your next email campaign is bound to be better than your last!
Improving your email deliverability is key to this branch of your digital marketing strategy.
By avoiding risky behavior and following these best practices, you’ll nail your next campaign.
Sign up for a systeme.io account, and start using our tools today!
It’s free, so you have literally nothing to lose.
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