Email Deliverability Best Practices
You’ve spent hours crafting the perfect email. It has a compelling subject line, engaging copy, and a clear call to action. But what’s the point if it never even reaches your subscriber’s inbox? Email deliverability is the measure of how successful you are at getting your emails into your subscribers’ inboxes. It’s a crucial factor in the success of your email marketing efforts, and it’s something that every email marketer should be paying attention to. This guide will walk you through the essential best practices for improving your email deliverability.
What is Email Deliverability?
Email deliverability is not the same as email delivery. Email delivery is whether or not an email is successfully sent. Email deliverability is whether or not that email lands in the inbox. There are a number of factors that can affect your email deliverability, including your sender reputation, your email content, and your list hygiene.
How to Improve Your Email Deliverability
1. Build a Good Sender Reputation
Your sender reputation is a score that internet service providers (ISPs) assign to you based on your sending history. A good sender reputation is crucial for good deliverability. To build a good sender reputation, you should:
- Use a custom authentication domain.
- Warm up your IP address.
- Send emails consistently.
- Avoid sending spammy content.
2. Practice Good List Hygiene
Your email list can have a big impact on your deliverability. To practice good list hygiene, you should:
- Use a double opt-in process.
- Regularly clean your email list to remove inactive subscribers.
- Never buy or rent an email list.
3. Create High-Quality, Engaging Content
ISPs look at how your subscribers engage with your emails to determine whether or not they are valuable. To improve your engagement rates, you should:
- Write compelling subject lines.
- Send valuable and relevant content.
- Personalise your emails.
4. Make it Easy to Unsubscribe
It may seem counterintuitive, but making it easy for people to unsubscribe can actually improve your deliverability. If people can’t find your unsubscribe link, they are more likely to mark your email as spam, which can hurt your sender reputation.
Our Overall Thoughts
Email deliverability is a complex and often overlooked aspect of email marketing. By following these best practices, you can improve your sender reputation, keep your email list clean, and send high-quality, engaging content that your subscribers will love. Good deliverability is the foundation of a successful email marketing program, and it’s something that every email marketer should be striving for.
Ready to improve your email deliverability?
Our team of email deliverability experts at Validus Media can help you get your emails to the inbox.
