69 | 6 tips to improve your email deliverability
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6 tips to improve your email deliverability
Is your email open rate looking a little low? Do you want to make sure your emails are landing in your subscribers inboxes every time? Then make sure you grab a pen and paper as we uncover 6 best practices for improving your email deliverability.
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As a business owner, I’m sure you know that email is one of the most effective forms of communication and one of the most effective ways to market your business online. Because of this, the number of emails being sent and received globally has increased each year since 2017. According to Statista, in 2022, there were an estimated 333 billion email sent and received daily around the world. And that number is only set to increase over the coming years.
What does that mean for us? Well, with the increase in emails, there’s also an increase in spam making its way to our inboxes. Because of this, email providers like Google and Yahoo are trying to clean up our inboxes in an effort to reduce the amount of spam we receive. As email marketers, this means that we have to follow specific rules to ensure that our emails are not considered spam, and actually make it into our subscribers inboxes.
Understanding spam filters.
Spam filters are basically like a gatekeeper for our inboxes. They’re designed to protect us from unwanted, spammy and potentially dangerous emails. The main ways they do this is by checking incoming emails for any suspicious content or subject lines, and analysing the senders reputation. If they identify an email as spam, they’ll filter it into the spam, or junk mailbox and you won’t see it in your inbox.
Although you’re likely not planning on using your email list to send spam, it can be easy for your emails to get mistaken as spam and lost in the junk draw, so in order to avoid that, let’s talk about some best practices you can follow to improve your email deliverability and ensure that your emails aren’t marked as spam.
Email deliverability best practices.
1. SEND EMAILS FROM A BUSINESS DOMAIN
By sending emails from your business domain, you’re showing email service providers where the email is coming from.
This means that instead of yourname@gmail.com, your email should come from an email such as hello@yourdomain.com. This is going to improve your reputation because you actually own the domain.
2. AUTHENTICATE YOUR DOMAIN
You absolutely need to ensure that your domain is authenticated within your email platform (i.e. MailerLite, Flodesk, ConvertKit). Email authentication is the process of verifying the identity of an email sender, which reduces the chances of your emails being marked as spam.
There are two primary email authentication protocols: SPF (which stands for Sending Policy Framework) and DKIM (which stands form DomainKeys Identified Mail). These protocols help to make sure that emails sent from your domain and legitimate and coming from an authorised source.
The way that you authenticate your domain will be different depending on which platform you use, but I recommend that you search how to do it on Google, followed by your email platform, and they will almost definitely have a tutorial on how to do it.
3. SET UP A DOUBLE OPT-IN
A double opt-in requires your subscribers to confirm that they want to receive emails from you twice. The first time, by providing their email address. The second time, by receiving a confirmation email where they have to click on a specific link to confirm their subscription.
This process helps to keep your email list clean by ensuring that you don’t have any fake/misspelt email addresses on your list, prevents bots from signing up, and also ensures that the subscriber is 100% sure they want to receive your emails.
4. CLEAN YOUR LIST REGULARLY
Keeping your list clean is crucial for maintaining good email deliverability. You should be regularly removing inactive subscribers and those who have marked your emails as spam to ensure that your emails are only going to the people who want to receive them.
Doing this will also boost your email open rate, which is seen as a positive sign to email providers because it signals that people actually want to read your emails.
5. SEND EMAILS CONSISTENTLY
When someone signs up to receive your emails, they expect to hear from you. If you’re only sending an email once a month, your subscribers are likely going to forget who you are or that they opted-in to receive emails from you and they’re going to either unsubscribe or mark you as spam.
So make sure that you’re consistent and sending emails at least once a week so that you continue to nurture and engage with your audience, which will bring so many more benefits after improving your email deliverability.
6. CHECK YOUR SENDER REPUTATION
Your email sender reputation score is one of the most important factors that determines your deliverability. Email senders with a good reputation will have a high delivery rate, while those with a poor reputation will see their emails blocked or sent to spam folders.
There’s a free tool called Sender Score that allows you to check your sender reputation and, if you keep monitoring this, it will help you understand the performance of your email campaigns and make necessary changes to improve them.
CONNECT WITH TISH:
Instagram: @marketingwithtish
Website: leticiajcollins.com
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