Email marketing is one of the things that marketers find challenging. From copywriting to list building to measurement, each day comes with a new thing to learn. In this article, we will cover how to improve email deliverability rates. To best cover the topic, we will explore in terms of email marketing deliverability best practices.
What is Email Deliverability?
Let us begin by looking at the email deliverability definition. Email marketing deliverability is the ability to send emails to subscribers’ inboxes. It is the tool used by marketers to gauge the probability of their email campaigns being accessible to their subscribers in relation to actual deliveries such as throttling, ISPs, spam, bounces, bulking, etc. These elements can be used to improve email deliverability.
How to Increase Email Deliverability
Here are the ground-breaking tips that can be used by marketers to enhance the performance of their email marketing campaigns.
Take Your time
When crafting a marketing email, people usually start by creating subject lines. The mistake is that they normally come up with subject lines after creating the content. What happens is that when marketers are done creating the content, they feel that the work is done, with only a few details left. This implies that the subject line is regarded as a ‘simple detail,’ but in the real sense, it can make a difference. Most subscribers choose to read or delete emails based on the subject lines.
Test Each Line Subject Ahead of Delivery
It would be great if email marketers could test their subject lines before hitting send. There are quite many email testers that they can use to ensure that you send the right subject lines to their subscribers. The tools have features that can help optimize subject lines to enhance their chances of gaining the interest of clients globally.
Use Real Name in Sender’s Field
Receiving an email from someone with an actual name feels friendlier than when a brand name is used. Before you check email deliverability and what needs to be rectified, it is vital that you always use your real name when communicating with clients through emails.
If you are an employee working for a brand, it would be prudent of you to include your name so that clients can feel that you relate with them closely. On the other hand, if you are a blogger or a personal consultant, your name can serve as a section of the brand, which is a great way to gain a competitive edge.
Only Send When You Have Something Valuable
Marketers must only embrace the art of only sharing emails when they have crucial things to share. If you send random emails to your clients, the chances are that you will make them unsubscribe from your newsletter. For instance, you should send an email if you have a must-have offer, you can let your subscribers know about it, and make sure to highlight why they might need such an offer. Email marketing is crucial and complex; therefore, make sure that you are careful what you share with your clients.
Align Everything
Having the right email copy means that you will have everything perfectly aligned. It is vital to ensure that your copy delivers based on the subject line. Also, the content should deliver on the promise of the landing page on which the subscribers signed up. For instance, if you are working on a lead market ebook, the chances are that you will have a copy of the book on both the landing page and the opt-in form. When delivering the confirmation page, you will send it based on the title of the book you are promoting, as well as the picture of the book you are marketing.
Steal Great Ideas
This is a legal kind of stealing. For example, you can use free online resources to get inspiration on how to check email deliverability by subscribing to your competitor’s newsletters or any other newsletter that might interest you. That way, you will be able to know if they are doing things that can be used to win the attention of your subscribers. You can add the same to your current email marketing mix to enhance the overall performance of your business.
Be As Relevant as Possible
Each time you sit down to write an email, you must always have your readers in mind. After all, email marketing is not about you; it is about the people reading your content. Therefore, think about the reasons they subscribed to your newsletter and make sure to meet their expectations. You must keep your emails relevant since without that, you will not meet their expectations, and many of them will be forced to opt-out. Your content should answer all the questions that might pop up in their minds while reading through.
Put Important Words at The Beginning
Each time you are creating an email, make sure that you have keywords and that they appear within the first two to three lines. Nowadays, more than 50% of emails are accessed on mobile devices. You need to adjust to this medium and type of display. With webmails on mobile devices, there is not enough space for many characters in the subject line, so you need to hone your creativity. You can solve the issue by ensuring that the main words are placed within the first few lines into the emails so that your readers keep going through the content. Note that they will judge whether to keep reading based on the strength of your keywords and other terms used in the email.
The Bottom Line
High email deliverability rate is vital for a company. But it is not something you can achieve overnight. It all depends on what you know and how well you execute your marketing strategies. By using the tips shared, you can gain a competitive edge against your competitors. Make sure that your email provides quality for your subscribers and make sure to reply to each question that they might have.