What does it Mean to Improve Email Deliverability?
Have you ever wondered why delivering emails is not as easy as sending emails? According to a survey conducted, more than 20% of emails actually go undelivered! Isn’t it an alarming concern for both the sender and the receiver? Imagine what would be the purpose of sending emails and maximizing your email engagement rate when they are not being delivered to the inbox? This issue is not new and has been prevailing for a decade now. The only way to root out this problem is by focusing on email deliverability.
For those who are unaware of this term, email deliverability is the ability to deliver emails straight into the inbox. It is the journey to deliver an email to the authorized recipient’s inbox without going through the failures like bounces, throttling, spam issues, etc. This journey involves 3 main stages: sending, receiving, and opening of the email. Although these 3 stages look easy to work out, the deliverability issues always break the flow. For instance, you are sending emails to your subscribers, but they land up in their spam folder. Can you guess the reason? It could be either outdated permission practices or your subscribers did not find your email content interesting enough.
Sadly, email marketers spend good hours planning and paying attention to every detail of each email campaign. From crafting content to choosing specific fonts, colors, designs, etc., they go extra miles to represent their business image in front of the targeted audience through their emails. Wouldn’t it be painful to find out that emails never made it to the inboxes of subscribers just because of the poor email deliverability?
But worry no more, we have got it all covered. In the next section, we have some pro tips for you to improve email deliverability in no time!
Pro Tips on How to Improve Email Deliverability
Here are the 5 best practices to help your emails land straight into the inboxes of your subscribers:
- Email domain authentication: Email spoofing is the biggest enemy of the sender’s reputation in today’s date. Email attackers take control of the user’s email domain and impersonate the sender’s address for malicious emails. In order to secure email domains from these email-based attacks, it is important to authenticate emails with the Sender Policy Framework (SPF) along with Domain Keys Identified Mail (DKIM). SPF and DKIM mitigate the risks of email spoofing by providing Internet Service Providers (ISPs) with authentication of the user’s email domain, hence enhancing the email deliverability rate.
- DMARC implementation: When it comes to how to improve email deliverability, the best answer is to add DMARC records to the Domain Name Server (DNS). Domain-based Message Authentication Report and Conformance or DMARC is an email authentication protocol that provides visibility into email delivery and is designed to detect and stop email spoofing. As the user publishes the DMARC record within the domain, emails that previously used to land into the spam folder, end up landing in the primary inbox. Apart from that, DMARC in conjunction with SPF and DKIM can also improve email deliverability by blocking phishing emails and malware attacks.
- Write non-spammy subject lines: A subject line is the most crucial part of the email content which determines if a user will open your email or not. And being the welcome mat of your email, the subject line can often turn out to be spammy for spam filters due to phrases like:
- 100% more
- 100% free
- Eliminate your debt
- 100% satisfied
- Click below
- Click here, etc. , although there is no exact rule for appropriate words, if avoided, then there will be better chances of emails landing in the inbox. While writing a subject line for an email, make sure that it focuses on the genuine message of the email. Your subject line should not sound urgent, pushy, clickbait, or salesy. Also, it should not have excessive or too many unrequired punctuation marks.
- Prefer using single opt-in: A single opt-in is a one-step process where the user is required to enter its email address only one time in the sign-up process on the website. After completing the sign-up, the user immediately becomes a subscriber without any further confirmation process. Now just think about it; why would a user go for the extra step to complete the sign-up process when it can happen in a single step! According to GetResponse, marketers experience about 20-30 % faster list growth while using a single opt-in to sign up for the email list. The single opt-in is the best way to get speedy growth of the email list.
- Send emails at the right frequency: Sending too many emails in a month or in a week can annoy your subscribers to a point where they might start unsubscribing your emails. Similarly, sending emails less than the required frequency can adversely affect your resources and revenue. To balance out this issue, it is important to stick to the right frequency for sending emails to the subscribers. This can be done by setting a benchmark for sending a certain number of emails per week/month. Once you are able to figure out the right number of emails to be sent per week/month, you will start noticing the improvement in the email deliverability rate.
Bonus pro tip:
While sending an email, you can use your brand’s name in the “from” name to reduce the spam complaints.
Have some more tips to share? Drop your ideas in the comments section below and let us know what you think!
Thank you for sparing your valuable time to read this blog, we hope you had a good read.