If you are just getting started with email marketing, you may be wondering what the hoopla’s about when it comes to email deliverability.
If you are unsure how it impacts your email success, or if you are just not convinced it is that big of a deal, we wanted to help bring clarity to the sometimes puzzling topic. Here is why email deliverability have to definitely be on your radar.
Reason #1: You need people to read your emails.
I know, this one is sort of obvious. Of course you need people to read your emails! But there is a whole lot that goes into making that happen –a big chunk of it has to do with email deliverability.
If you don’t pay careful attention to the things that impact your deliverability, the basic aim of getting people to read your emails becomes extremely hard to attain.
One big factor that plays into whether or not you have great email deliverability? Your email reputation.
Every email sender comes with an email reputation rating, which is generated by Internet Service Providers such as Comcast and Roadrunner, and mail providers like Yahoo! & Gmail. The score is determined by a range of factors, like how many emails you send, your complaint rates, your bounce rates, how many times you have landed in the spam folder, how many inactive or old addresses you have & more. And if your score is low, that can prevent your emails from making it to the inbox.
Fortunately, there’re simple ways you can prevent getting flagged as spam/hitting the spam folder. Sending email with content relevant to your subscribers, setting clear expectations about emails from the start & not buying email lists are good places to start. Respecting your subscribers’ inboxes as if they were your own is essential to maintaining your deliverability strong.
Pro Tip: Before you send an email, see if it moves the “You” test. Would you prefer to receive these offers? Could you be happy with the number of emails you receive, and when you buy them? That will allow you to identify a great starting point for your mails. To see if what you’ve got in mind clicks with what your subscribers want, review your email analytics to identify their customs. If your subscribers prefer to get emails with short subject lines, as an instance, send emails accordingly.
Reason #2: You do not want to be labeled a “spammer.”
Not everyone wakes up each morning & thinks, “I want to send spammy emails now.” Unfortunately, but many send spam or participate in spammy behaviors before realizing it.
If individuals mark your messages as spam, whichmay cause your deliverability to have a dip. When that happens, any future mails you send to other subscribers might end up in the spam folder also.
Not sure if you are sending spam? Here is a telltale sign: you send email content that does not align with what your subscribers expect to get from you. Or, the majority of your email articles is too promotional.
To prevent sending spam, set clear expectations for your subscribers concerning the email content you send. Then, deliver on such a promise.
But what should you send regular, relevant content into your subscribers?
Sometimes the fault is not on the sender, but instead the recipient. Perhaps someone accidentally signed up to your list/realized they no longer want to get your emails. While they ought to unsubscribe from the email list, many often flag emails as spam to avoid them from going to their main inbox. The average email subscriber does not know the impact that could have on a sender’s email reputation.
If that is the case, make sure your unsubscribe button is simple to find in your email. You may also want to incorporate a line of copy which tells people that if they no longer want to get your emails, they ought to unsubscribe from your list rather than marking you as spam.
For subscribers that do want to receive your emails, request them to include your “From Address” to their contact list. This helps improve your email reputation rating, which ultimately means more of your mails will get routed to the inbox rather than the spam folder.
Enhancing Your Email Deliverability
Deliverability is anecessary piece of every email marketing plan. Are there areas where you may be able to make improvements to your own plan? I encourage you to use the tips above to help you get started now!