Email Marketing
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4
 Minute Read

How to improve your Email Deliverability

Written by
Noel Hooban

Getting your emails delivered to the maximum number of subscribers is often seen as a big issue within companies and it is even possible to damage your email deliverability, when not done correctly – that’s why it is so important to follow the best practices.

E-Mail deliverability means – which emails do make it to the subscriber’s inbox. Often the Email deliverability failure is when an Email went to the Spam folder or was blocked by the ISP.

According to a recent study – 21 % of Emails never reach your recipients mailbox! We are not talking about Emails which end up in the Spam folder – at least they are delivered. We are talking about emails that never even get that far.

Leadiro has put together a few Tips & Trick on how to get the best results out of your Email deliverability.


1 – Authenticate your email domain

Authenticate your email with SPF and DKIM and prove to the ISPs that you really are who you say you are and worthy to send an email.

Email Marketer > ESP > ESP server (SMTP) > ISP server > Internet > ISP server > Mail Server (IMAP or POP3) > Email Client > Subscribers.

As you can see – an sent email, does not mean it lands directly in your subscribers Inbox. It goes through a  couple of servers  the ISP (Internet Service Provider), where it gets checked for malicious codes, sender reputation, SPF (Sender Policy Framework), DKIM (Domain Keys Identified Mail) of the IP address & spamming language.

2 – Maintain proper IP allocation

ISPs use your IP address to identify you as a sender, track sending behaviour, and assign an IP reputation score. Better behaviour results in higher delivery rates. As you probably increase your email sending volume, you may find that you need to add additional IP addresses. A new IP address doesn’t have a reputation score since mail hasn’t been sent from it yet. A new IP is considered “cold.”
To warm up an IP address involves sending low volumes of emails on your dedicated IP and then systematically increasing your email volume. Doing so provides ISPs the opportunity to recognize, identify and evaluate your sending practices before giving the green light to your entire email list.


3 – Perfect the opt-in process

Make sure your Email list is full of engaging users. If you are sending Emails to people who didn’t agree to receive messages from you – they will eventually mark your Email as Spam & the ISPs will mark all your Email as Spam.

4 – Choose your Subject Line wisely & non spammy

Try and use an attention-grabbing subject line, many of us receive hundreds of emails a day and many of these are left unopened. The Subject line is one of the first things your recipients will see – make sure it is one that stands out and catches their attention, straight away.

Read more on how to choose the right subject line here.

5 – Clean your Email List regularly

Keep your Email List updated and cleaned out. Inactive and unengaged users on your Email list only damage your reputation and deliverability rates.

Give users an easy way to unsubscribe from your emails to automate the process. But also clear your list out on a regular basis – so that your list is healthy and full of people who engage with your Emails.

6 – Avoid Spam Traps

Spam Traps – also knows as email addresses set up by ISPs and Email community organizations to catch Spammers out. If a sender ends up sending to a spam trap – they automatically are flagged and put on a blacklist and getting of this blacklist is hard work – so, try and avoid! Keep a clean, active Email list to avoid these traps.

7 – Send the right Email

Above all – if your recipients enjoy and interact with your Email – then the ISPs will be pleased with your sending and keep placing your email in the inbox.

Try our Leadiro Database today – to get the best results out of your Email Marketing strategy.

This article was first published on
June 26, 2018
updated
June 26, 2018

Noel Hooban

Head of Sales and Customer Support – Noel heads up Leadiro’s global online sales and support function from our Portlaoise office. Noel sets the vision for Leadiro’s online community of sales and marketing professionals and enjoys keeping up to date with the latest sales techniques.

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