How do I improve my email deliverability?
As simple as it seems, this may be the most complicated and mind-boggling question for any email marketer. It is a question involving a critiquing analysis of your emails, detailed research on the right marketing platform and quite interestingly, getting rid of those free email domains. How many emails you send per day combined with the reputation of your IP address goes a step further in answering this question.
What is email deliverability?
Let’s begin with a simpler question with the simplest answer. What is email deliverability?
Put simply, email deliverability is the ability to deliver an email direct to your subscribers’ inbox. Simple right? I mean, it is as simple as writing the email, adding as many images as possible, crafting a unique subject line and then pap! clicking the send button. Well, if you are prepared for a long dry spell, then that’s the way to go.
In this article, we will focus on how to check and ensure that your email gets right into your subscribers’ inbox.
Ideally, there is a list of more than 20 deliverability checkpoints that you should keep in mind before sending out an email, however, we will only focus on 6 of them. These are the most essential, and if you wish, the perfect topping to the cake.
Create a separate email account for your outbound emails
You have a team of 3-4 staff. All are using the company email both for internal communications and likewise external communications. Additionally, these emails are not monitored and there are no rules in place to ensure prudence in all emails sent.
You use the same email domain to communicate to your prospects. You have a team dedicated to this. They have a perfect emailing schedule and email templates in place. However, you are not seeing any returns from your campaigns. What exactly may be the problem?
The truth of the matter is that; you can’t entirely control either the number or the quality of all emails coming out from your company’s regular email addresses on your regular company domain. And if you aim at top-notch deliverability scores in outbound, this is one of the top things you need to be able to control – the reputation of your domain and IPs.
That’s why, most brands set up a separate company domain, and email addresses on this domain, which can be used exclusively for outbound email campaigns. Having done so, you have full control over the number and the content of the emails coming out from your outbound mailboxes, and you can easily adjust the sending settings in case you exceed quotas.
Additionally, the outbound mailing involves a lot of experimenting and testing. Hence it is only wise to avoid risking the reputation of your main company domain.
Check your email provider limits
You may not be aware of this but every email provider provides an hourly and daily limit to the number of emails sent out. If you exceed this, your account may be blocked either for a couple of hours or and in the worst case for good.
Here is exactly what you should do before starting out sending out those many outbound messages:
- Define who your email provider is;
- Check for the info about daily sending limits;
- If you don’t find any clear information, contact the provider and inquire about their daily and hourly sending limits.
Check out for Spam Words
In our previous blog, we focused extensively on Spam Trigger words used in Subject lines. However, to boost your email deliverability, you should not leave it at that. Ensure that your email content does not have any of those spam triggers. Be careful with your use of your salesmanship language. Keep in mind that although your email may not be filtered out as spam for using the word “Marketing” once in your content, using it 4-5 times may provoke a spam alert. Sometimes it all about the frequency with which you use those words. The best piece of advice-keep your email content smooth with a personal touch and you will witness a great boost in your deliverability score.
Polish out the email list
We want our emails to be read because that’s what ultimately counts. We should hence make sure that we only address our emails to individuals, not companies. What do I mean? Simply put, an email sent to email@example.com has a better chance of being read than one sent to firstname.lastname@example.org. Your emails should be addressed to individuals and customized for those individuals. If you send hundreds of identical messages, you’re just dropping leaflets. The people who get the leaflets may get annoyed by them, and mark you as a spammer. Even a few manual spam reports can get your IP into blacklists.
Set up your SPF and DKIM
In previous blogs, we have extensively looked into these terms. Please make sure to check them out. Essentially, you need to add these two records to your server configuration to make sure that you don’t look like a spammer to other email servers. Clearly, it is completely not cool to be in the spam box. Make a point to set them up if you have not done so already.
Nuff said, our biggest achievement will be when and only when we manage to stay out of the Spam folder. At that point, we will be able to also see a positive credit score in our email deliverability. This is because the biggest challenge to any email deliverability effort is Spam. Spam triggers are like those lousy mosquitoes that won’t stop buzzing in your ears. To get the sleep you need to get rid of it first. The same case with email deliverability, the biggest challenge is in regards to spam. You need to find a way around them each and every time. Keep tuned and we will tell you exactly how to kill the mosquitoes.