Email Deliverability - Ensuring Your Messages Reach the Inbox
A high deliverability rate is a critical component to any well-executed email marketing program. When email messages reach the inbox, they are more likely to be opened and engaged with, resulting in better conversions and higher customer lifetime value.
However, achieving good deliverability isn’t just about choosing the right ESP and optimizing the sending infrastructure. Other important factors include ensuring your list is clean and healthy, establishing and maintaining a positive sender reputation, and crafting relevant and engaging email content that resonates with your audience.
It’s no secret that spam is the #1 reason why emails are blocked or marked as unwanted. As a result, email marketers need to continually work on keeping their content clean and their reputation positive to ensure their messages are delivered to the inbox.
While there is no one-size-fits-all solution to improve email deliverability, the most effective strategies revolve around building a strong and healthy mailing list, implementing appropriate authentication protocols, and regularly monitoring and improving sender reputation. These tactics, combined with consistent and evenly distributed mailing volumes, help to minimize the amount of time and resources required for consistent and optimal deliverability.
Boost Inbox Delivery Rates
When email messages consistently show up in the inbox, they establish trust and credibility with recipients. This builds relationships, encourages engagement and fosters brand loyalty, all of which contribute to higher conversions and better results across your marketing programs.
Achieving good email deliverability starts with the acquisition of new email addresses. When possible, it is best to use an email signup form on your website, rather than collecting email addresses at events or via paper forms. This way, email addresses are collected only by those who have explicitly opted in to your mailing list. As such, you can be sure that the addresses are valid and actively engaged, and less likely to end up in spam folders.
Additionally, it is a best practice to always ask for permission and set expectations before adding someone to your mailing list. This ensures that your subscribers are aware of how often you will be emailing them, what type of information you will be sharing and what their rights are regarding their personal data. Similarly, using double opt-in is a great way to decrease bounce rates by confirming that the email address is valid before adding it to your mailing list.
Once you’ve obtained a clean and engaged mailing list, it’s vital to maintain the health of your list through regularly cleaning out hard and soft bounces. Bounces are emails that have been determined to be undeliverable, typically because the email address is invalid or the subscriber has changed their email provider. It is essential to remove hard and soft bounces from your mailing list as quickly as possible, as they can taint your overall sender reputation.
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Rita is an affiliate marketer with more than eight years of experience and a solid track record.
As an experienced expert, she has devoted her work to helping companies and individuals succeed in the ever-changing field of marketing.
Rita has developed success stories with her skills, assisting many companies in increasing their internet visibility, boosting revenue, and achieving long-term growth.
Her strategic expertise and enthusiasm for digital marketing make her a valuable ally for anyone attempting to navigate the complexities of online commerce.
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