Email deliverability is one of the biggest challenges most email marketers face. It's frustrating to see emails end up in the spam folder despite all the time and effort invested in creating them.
Fortunately, there are several practical solutions to improve the deliverability of your emails and ensure they reach your recipients' inboxes.
Difference between email delivery and deliverability
Before discussing deliverability , it is essential to understand the difference between email “delivery” and “deliverability,” which are two distinct metrics.
What is email delivery?
Email delivery measures whether the recipient's server accepts your email. As long as the email is not bounced, it is considered delivered.
However, the delivery rate does not distinguish between emails that reach the inbox and those that end up in the spam folder. It simply represents the number of emails that are not forwarded.
What is email deliverability?
Email deliverability , or the inbox placement rate, comes into play after the recipient's server has accepted the email. It measures the number of emails that are actually delivered to the recipient's inbox and not to the spam folder.
Now that this distinction is clarified, let's move on to tactics for improving the deliverability of your emails.
12 effective tactics to improve email deliverability
One of the key elements in setting up a robust email infrastructure is authenticating your sending domain. Email authentication informs the recipient's server that the email originates from a verified and legitimate domain, and not from a fraudster.
1 – Authenticate your domain with SPF, DKIM, and DMARC
Here are the main methods of email authentication:
Sender Policy Framework (SPF) verifies that the received email comes from an authorized sender and not from a relay server.
DomainKeys Identified Mail (DKIM) guarantees that no changes were made to the message during its transmission.
Domain-based Message Authentication, Reporting, and Conformance (DMARC) uses both SPF and DKIM to authenticate emails and blocks fraudulent messages.
2 – Prepare your IP address (IP Warmup)
Before sending emails from a new IP address, it's essential to warm up the IP. First, send a small number of emails to your most active and engaged users to signal to ISPs that your emails are relevant.
As your IP reputation builds, you will be able to gradually increase sending volume without encountering deliverability problems.
3 – Monitor your sender reputation and blacklists
Maintaining a good sender reputation or sender score is crucial. This includes monitoring user complaints, spam reports, your company's email history, your domain reputation, and bounce rate.
Use tools such as Senderscore.org, BarracudaCentral, Google Postmaster, and Microsoft SNDS to assess and improve your sender reputation.
4 – Use double opt-in or opt-in confirmation
Ensure that all subscribers on your email list are genuinely interested in your messages by using double opt-in . This method requires users to verify their email address after subscribing, thus guaranteeing address validity and increasing email interaction and engagement.
5 – Make it easy to unsubscribe
Make it easy for your subscribers to unsubscribe from your email list. If the unsubscribe process is complicated, your emails are likely to be marked as spam, which will hurt your deliverability rate.
Include a clear unsubscribe link or button in all your emails and use enough white space to prevent accidental clicks on other links.
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6 – Avoid words with spam connotations
Certain phrases can trigger spam filters and send your emails directly to the junk folder.
Avoid words like “FREE”, “Urgent”, “Win”, as well as the use of special characters (e.g., “!!!”, “###”) or writing in capital letters.
Use clear and precise language to avoid spam filters.
7 – Do not use purchased email lists
Buying email lists may seem like an easy way to reach a large number of people, but it can negatively impact your deliverability. Addresses may be invalid or nonexistent, and sending unsolicited emails can lead to legal consequences.
8 – Regularly clean your email lists
Over time, some subscribers stop engaging or change their email address. Continuing to send emails to these addresses can negatively impact your deliverability rate . Remove bounced addresses and inactive users to maintain a healthy list.
9 – Segment your audience for targeted campaigns
By segmenting your audience based on demographic, behavioral, or interest criteria, you can send more relevant and personalized messages.
Targeted campaigns generate higher engagement, which improves your sender reputation and, consequently, your email deliverability. Magileads makes managing your email lists easier by allowing you to remove inactive or disengaged contacts, helping you maintain a clean and healthy list.
10 – Maintain a consistent sending frequency and schedule
Establish a consistent sending schedule with appropriate frequency and timing to prevent your emails from being ignored. Choose the right time and day based on your industry and audience behavior to maximize email visibility.
11 – Create engaging content
Send emails that capture readers' interest and provide value. The more engaging your emails are, the more likely recipients will be to open them, thus improving your deliverability.
Incorporate interactive elements such as surveys, quizzes, or forms to increase engagement.
12 – Monitor and improve your performance in real time
To improve your email deliverability, it's crucial to continuously monitor your campaign performance. Magileads offers analytical dashboards that provide detailed insights into deliverability rates, open rates, click-through rates, and unsubscribe rates.
By quickly identifying potential issues, such as high bounce rates or spam complaints, you can adjust your sending strategies accordingly. Furthermore, Magileads offers A/B testing capabilities to test different elements of your emails, helping you identify best practices for maximizing recipient engagement.
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