Let us be honest. We all love email marketing, and that is why you are here reading about ways to improve.
So we start with a simple announcement; your emails are useless if they do not reach your users’ Inbox.
So in simple language, if you are not able to deliver your email to your targeted users. You are wasting your time and money.
We have got 12 excellent techniques which are very basic and are at a fundamental level that if you follow them. There is no way you can miss hitting your emails into Inbox. These simple steps will guarantee your inbox placement and improved Email Deliverability.
ISP spam filters job is to fight and defend emails against spam and junk. What makes your IP trustworthy and valid from others?
The answer is, start slow. Send your email campaign in smaller batches. Send them to people who are engaged most. When your users will open and read your emails. Your IP will start building trust. Increase sending at a slow pace until you reach your desired volume.
I am not going to recommend it for everyone, but creating a subdomain just for the purpose of email marketing will definitely be a plus and a help. Over time, users will come to trust the subdomain, which is an added benefit.
It makes it easier for you to monitor performance and IP reputation. You also get better results when it comes to domain filters against domain-based certification.
SPF / sender policy framework increases trust. Email server knows that email is authenticated and is being sent by you, not someone else. The server receiving your emails can cross-check that domain associated with the email linked to IP, and its a legit sender.
Now comes the reason why you or many people do not get their mails delivered in the Inbox. Low sender reputation would mean there are issues, and your emails will not see the light of Inbox, and if they are not in Inbox, they will never be opened.
Return Path generates your sender score. Your email server is assigned with a unique number, and your sender score is calculated on different metrics, such as spam complaints and unsubscribe rates. Sender path score is from 0-100 higher sender score means you are doing good.
So, the way FBL works is simple. Most of the ISPs provide FBL, and they gather data on the user sending emails. So, if someone complaints or mark your emails as spam. ISPs gather that, and that affects your sender reputation score overall. It is also known as Complaint Feedback Loops.
Service providers like Yahoo, AOL, and Microsoft, has a simple system to get this information. Gmail, however, does not allow users. Gmail has an FBL program only for the ESPs – Email Service Providers. Like MailChimp and Sendpulse.
When you send a blast of emails, that gets recorded on ISPs and sender path. Unusual sending habits and random email blasts are not right. If you are not sending emails regularly, it creates spikes Stick to regular sending and be consistent.
Single opt-in is the easiest and quickest way to harvest emails. Users do not have to click on links to confirm they want to get emails and all. You simply allow them to provide you an email, and you start sending them newsletters. It is easy, but it has its downside too, it can backfire and would result in higher complaints and opt-out. You will notice that ISPs are blocking your emails.
The practical way to avoid spam complaints and issues is to use a double opt-in system. All you have to do is send an automated email to a subscriber and ask them to confirm. EU laws are strict, and you need to have double opt-in by law.
Sending an email campaign to old data and nonexistent emails will result in bounces, and it will destroy your reputation completely. Keep your data list clean; make it a habit.
High hard bounce (invalid) triggers spam filters, and ISPs think you are a spammer with a purchased list. Clean all your bounces, use Deliverbility. The best email validator to clean Bounces.
Deliverbility will help you remove duplicates, dead domains, invalid emails, temporary email accounts, and catchall email addresses. So you get a clean and healthy list free of junk.
So, if you ask me, what is the worst kind of email list? I will simply tell you that emails collected during giveaways are the worst. Users will use multiple emails, invalid emails. They make a mistake while typing. Let me be honest. They do not care about the list or their email. They only care about that prize you are advertising.
So, this will be a must for you to filter those emails and clean them on the signup. Deliverbility offers you an Email verifier API to help you combat and only allow legit users into your database in the first place.
Sending a very few emails will kill the revenue and engagement. Sending too many emails will kill your email campaign, and subscribers will opt-out.
So how to increase deliverability? Send the right number of emails. You can learn with a test and trial. It is the tricky part and takes a long time, so you will make mistakes in the process for sure.
As per the research, one email per week is good enough. Send quality content that your users love, scale it to two emails per week. Sending just one email per month, you will lose touch with your subscribers. Stepping out of those two lines means, you are in danger zone.
A perfect email will have its brand name in the sender field. It works like magic and helps you get more open and click. Users know who is sending them an email and what would be its content. Subscribers also know it is coming from a legit user, so your spam complaints will also reduce to none.
If you start facing the issue of blocking or you not having any issues of that sort, it is still recommended to check your domain regularly on blacklisting services. Tons of websites use DNS-Based Blacklisting to fight spam and protect its users. Make sure, your IP or domain is not on those lists. bulkblacklist.com has both the options, to check your IP and your domain.