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Tips to Improve Your Email Deliverability Rate

email deliverability is one of the most important metrics to analyze

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.

Result analysis

Moving an email campaign past the average open rate

tips to improve the average email campaign open rate


According to studies, the average open rate for email marketing in 2019 was 17.8%. You may think these annual figures will continually increase, but interestingly not all sectors grow year on year. Some, including the retail industry, experienced a lower email open rate in 2019 than they did the previous year. The rate for retail in 2018 was 14.98%, but this fell slightly to 13.9% in 2019. Non-profit organizations, government departments and educational organizations had higher open rates that were constantly improving. The fall in email open rates for some sectors can be explained in part by the fact that they are often part of the most competitive industries.


Why is the average open rate for email marketing so significant?

Open rates are amongst the key metrics to monitor when running a campaign, or even checking the progress of a weekly newsletter. This isn’t simply to find out whether you’ve managed to meet the global average, it’s also to ensure that people on your list are actually opening the emails you send. The exact figures are usually available from any good email provider, as many calculate open rates automatically. Alternatively, there is a simple way of establishing the rate yourself. Start by dividing the number of opens by the number of emails you’ve sent out. Next, minus the bounce figure and you have the average open rate.


What is the average open rate for email marketing in my industry?

There is no single open rate score that every business should aspire to, because each industry is different. It’s worth bearing in mind that even industries with the highest open rates, such as child care and animal services remain under 30%. To find out more about the open rates for your industry, take a look at the statistics provided by email marketing companies such as Mailify. Many businesses mistakenly believe that their open rates are low compared to those of their competitors, but as long as yours are in the same general area there’s no cause for concern. On the other hand, if you discover that you don’t measure up as well as you’d hoped, just put in place reasonable targets for increasing your average open rate.


Effective ways to boost your average email campaign open rate

Whether you are promoting a product, informing your subscribers or making an important announcement, average open rates on email campaigns are hugely significant. If you decide that your email open rate could do with a boost, there are practical steps you can take to get more people reading your messages.


Use targeted campaigns

Sending every email to every person on your list is a particularly ineffective way of reaching out. To be in with a better chance of getting them opened, divide up your subscribers based on the data you have, be it their location, buying history or personal interests. By sending people news they care about, you have a much higher chance of engaging them.


Ensure your subscribers are qualified

It makes no sense to build an email list that contains anyone who’ll give you their details. Instead, try to attract people who are interested in what you have to offer, then tailor your deals, samples and offers to include what they want. Think quality, not quantity, fewer subscribers who care are worth more than numerous low-quality leads.


Say goodbye to inactive subscribers

Your average open rate will decline if there are a high proportion of inactive subscribers on your list. It’s safe to say that after six months of zero engagement people need to either be won back or removed. Try sending a re-engagement email at this time and then move them onto a different list, or unsubscribe them altogether if you get no response.


Use quality content and a familiar brand name

Readers who don’t recognize an email address are far less likely to open up the message, so use the ‘From’ field to let them know it’s you. Also avoid using too many exclamation marks or capital letters to emphasize your point, as this attracts the attention of spam filters and will actively lower your average newsletter open rate.


Set reasonable targets for increasing open rates

However hard you work, no business, new or established, can expect 50% average open rates on email campaigns involving very high numbers of subscribers. Instead, concentrate on small attainable goals that you are more likely to achieve.


Identify what your subscribers want more of

It’s almost always the case that each email you send off has a different open rate, therefore you’ll need to focus on the variables. When a single email has an open rate of 20% compared to an average of 15%, it makes sense to figure out why it did so well. Was it the subject, a special offer or the promise of more information on a certain topic that made it so successful? In a similar vein, there will be some emails that only have a 10% open rate and it’s just as important to learn more about why they had so little impact. This helps you avoid making a similar mistake in future.


Invest time in processing the raw data

Look at the past month but also the past few quarters to see what kind of trends are emerging. Rather than glancing through it’s best to take notes, or ideally input the data onto a spreadsheet so you can produce visual aids like graphs or charts. Once you pinpoint a pattern, you’ve struck gold. It may be that your open rates increase when emails are sent after 3pm, at the weekend, or over holiday periods. Whatever you discover, act on the information to enjoy consistent levels of improvement.

Content writing

Email Marketing : 16 Tricks for Writing a Subject Line to Convert

Coming up with a subject line that works is not always an easy task.

However, there are some basic rules any marketer worthy of their name should respect whatever the cost.

Here’s a list of a few tips to put into practice in your emails in order to increase your open rate and, thus, your conversions.


1. Take your time

When creating a marketing email, people often come up with the subject line last once all the content has been drafted. This is a big mistake.

In fact, once all the content has been drafted, people tend to think the biggest part of the work is finished with only a few details left. And they’re usually in a hurry to get the email sent.

The subject line is then relegated to simply a “minor detail” when it’s probably the most important part of the entire email! It’s precisely what will get it opened or not; it’s the basis for any conversion and all your profitability.

So, begin by coming up with your email subject line before the content, to be sure it doesn’t get rushed. Take your time to make it good.


2. Come up with many, many subject lines

Don’t stop with just one idea! Think about putting twenty-some subject lines down on paper or even more and try out a few things completely out of the ordinary to develop your imagination.

You’ll be surprised at how capable you are of inventing original and attractive subject lines.

Also try to use synonyms and turn your sentences around to help get some variation.

Choose the one you think is most suitable and ask your colleagues for their opinions in order to make the right choice.


3. Not too long, not too short

There is no ideal length for an e-marketing subject line. However, a subject line that’s too long won’t grab your recipients’ attention as it probably won’t be fully displayed.

Overall, people prefer subject lines with 6 to 10 words and a maximum of about fifty characters.

By imposing this length on yourself, you’ll be forced to condense the essential bits of information into just a few words. This will be absolutely positive for your subject lines!


4. Put important words at the beginning

The keywords in your subject line must be within the first 3 or 4 terms.

Since nearly 50% of all emails are opened on mobile devices nowadays, you need to adapt to this medium and display type.

With webmail on smartphones, there’s only room for a few characters in the subject line – about half as many!

That’s why the essentials must be positioned in the beginning so your entire audience can get the main information. And you’ll maximize the chances of getting your email opened!


5. Personalization

If there’s one thing that has a 100% sure positive impact, that would be personalization. That’s as long as it’s done well!

Use the data you have in your contact database (their given name, surname, title…) and add them to the subject line.

A personalized subject line will immediately grab people’s attention, especially when the recipient’s given name is present.

Personalization is no secret nowadays, but you can use it to suit your needs! Given names/surnames are not the only elements that can be used to personalize a subject line. Location, age, buying habits… Anything can personalize an email!

It’s up to you to have a high-quality, exhaustive database.


6. Call out to them with a question

A good subject line is a subject line that calls out to your recipient and gets their attention. What better to grab your reader’s attention than directly addressing them?

Asking them a question in the subject line can be a good way to get a reaction to your email.

But, be careful not to seem improper: don’t ask anything that’s too personal or too direct. Let your recipient think you’ve got the solution to a problem they might have, for example.


7. Be explicit…

Your subject line should explicitly highlight the benefit of opening it. Don’t be evasive with subject lines like “5th February Newsletter” or “Find Out About New Developments”.

Clearly indicate what you’re trying to sell in your subject line without beating around the bushes. And, above all, be honest about the content! Don’t try to deceive your readers with content that has nothing to do with the promise made in the subject line.


8. … yet intriguing

However, being explicit doesn’t mean a little teasing is prohibited! Be audacious; don’t let them know everything right away.

There’s a big difference between being vague and being mysterious. Being vague involves evasiveness which doesn’t really evoke anything in particular while being mysterious is intriguing.


9. Create a sense of urgency

It’s a classic tip in marketing. Creating a sense of urgency in your target increases the likelihood they’ll click on your offer.

Don’t think twice about telling your recipients that the clock is ticking down in your email subject line and that your offer is short-lived meaning only the quickest will be able to take advantage of it.

This idea also goes along with the need to create a sense of privilege in the recipient. You should give them the impression they’ll be better off than others, they’ll get a good deal and will receive a good benefit.


10. Avoid spam words

Spam words are terms to avoid using in your emails because they just might be considered spam otherwise.

These words are difficult to categorize. In general, avoid any terms that imply something is free, reduced, terms that are overly used in marketing or too sales-like and never talk about medication or illegal products…

We’ve actually published an infographic summarizing as much as possible a list of spam words to avoid, sorted by categories.

Please note that using spam words is not absolutely crippling yet they do have an impact on your spam score. This score is based on your entire email (wording, layout, size, etc.).

Webmail programmes and ISPs all have different rules on whether or not an email is considered spam. And since these rules are always changing, it’s impossible to accurately list them to be able to get around them.


11. Work on form: readable yet plausible

In order to encourage your recipients to open your emails, you sometimes need to look as though you’re a friend. And this has to do with form.

Without going into the RE: technique, come up with a subject line without any caps or punctuation as if you’re a friend or colleague quickly sending an email.

For example: “this is a good deal” or “the discovery of the day”

It’s very easy and may seem a little too pro at first, but this tip really works. Add a little humour and it’ll go over all by itself!


12. Avoid being too salesy

Of course the aim of your email is to sell. But, don’t attack your recipients straightaway by showering them with marketing and promo terms.

You should gently lead them to your content and begin by demonstrating how they can benefit from what you’re offering.

Otherwise you risk using spam words and deteriorating your deliverability!


13. Create numbered lists

Numbered lists work extremely well on the web. “The top 10 reasons for…”, “25 tips for improving…”, etc.

These lists work because they’re easy to read. If you have a blog, think about writing articles of this kind and putting the titles of these articles in your newsletter subject line.

This will certainly make your open rate climb!


14. Say thank you

We’re completely veering from the rules above on this one. But, saying “Thanks for everything!” or another phrase of thanks in the subject line gets amazing open rates.

However, don’t say “thanks” for no reason. It needs to be linked to a certain period of the year or an action taken by your recipients.

In short, you can show that you’re not just there to make money off your contacts’ backs, but that you’re thinking about them and are sincere!


15. Use symbols

Symbols and emojis are still hardly used these days. Yet, they’re a way to add something that’s immediately recognized by your recipients as a way to distinguish from the huge flow of emails received each day.

So, use symbols related to your business or the content of your email to stand out!

But, be careful not to use them excessively or symbols that are too… kitsch. That could penalize you!


16. Create A/B tests

A/B tests help test two different versions of an email or subject line. This is an extremely practical technique that allows you to determine which of your ideas is the best, especially when hesitating between two.

The two versions are sent to representative sections of your end recipient base and the results are compared to decide which is best.

Using an e-marketing solution like Mailify allows you to very easily do these types of tests and it’s an excellent way to constantly improve your email marketing strategy!


In conclusion, I encourage you to always test different subject lines and never fear originality. It’s of utmost importance nowadays as SPAM is everywhere. Break loose, be audacious, be funny, call out to your audience and tell yourself you can always do better!