Email deliverability best practices

Email deliverability is a measure that indicates the number of sent emails that reach the inbox of subscribers. In email marketing, deliverability is given as a percentage. Why is it important? Keeping tabs on email deliverability ensures that companies send emails that are actually read by subscribers. No matter how hard you try if users don’t receive emails from you. Furthermore, email deliverability impacts sender reputation. Hence, if your emails don’t land into the inbox, it will suffer.

That said, to improve email deliverability and success in marketing, we’ve collected a list of best practices to follow. A professional marketing platform like SendPulse will take care of all the technical issues so that you can focus on building relationships with customers. Check out the tips below!

Authenticate emails with SPF, DKIM signatures

DKIM (Domain Keys Identified Mail) is a technology that enables companies to vouch for messages sent via email. SPF (Sender Policy Framework) technology, on the other hand, is a way of identifying the sender of an email that offers additional means of filtering messages to detect the presence of spam.

When marketers authenticate their emails with SPF and DKIM, servers check an email sender authority and if it’s high, the email undergoes less filtering. With SendPulse, marketers can integrate the service’s SMTP into their systems and use SPF and DKIM cryptographic signatures to reduce spam and vouch for their emails. In SendPulse you can authenticate your emails for free, follow the guide.

Follow the instructions below.

SPF and DKIM signatures

Warm up your IP address and send consistently

Here is a simple warm-up schedule.

Warm-up schedule

After acquiring a new IP, start sending gradually with a low email volume firstly to build an IP address reputation. With time, you can increase the email volume. Apart from that, it is essential to be consistent at sending emails since mailbox providers often filter messages when sudden surges in volume occur. In this article on SendPulse blog, you’ll explore the pre-warming procedures and take a closer look at the warming up schedule.

With SendPulse, you can send bulk email at a specific time according to your schedule to ensure that they warm up your IP addresses effectively, and thus, boost deliverability.

Check emails for spam

Check if your email contains spammy content. Email spam checker, like Mail-Tester, can do that for you, but using it takes time. Instead of that, it is much more convenient to use the SendPulse drag and drop editor which has a built-in spam checker for improving email deliverability. It provides recommendations related to the lack of authentication and poor organization of email content without even leaving a campaign builder.

For instance, SendPulse spam checker detects the absence of an SPF record, DKIM signature, or alternative text and gives brief instructions to fix these issues.

Recommendations to improve email deliverability

Segment the list

Email segmentation is one of the essential email delivery practices. Rather than sending mass emails to the whole list of subscribers, it makes sense to divide the base into different categories of users who have common interests and send more valuable content.

With SendPulse, it is easy to segment marketing lists based on variables. Everything depends on how well you know your audience: gender, age, occupation, place of living, etc. All that data will help you craft targeted campaigns. Besides, SendPulse provides marketers with ready-to-use segments based on the activity of their subscribers. This way, you can approach each user differently.

Here are the segmentation criteria available while creating an email campaign in SendPulse.

Email campaign segmentation

Follow this guide to send segmented email campaigns.

Let users set preferences

Very often subscribers mark emails as spam if they don’t meet their expectations. As a result, it negatively influences email deliverability, hence, the sender reputation. So, it would be a good idea to let users decide how often they want to hear from you as well as choose the desired types of content to receive. For this purpose, brands create an email preference center and include a link that redirects to a form. After a user fills it, marketers create different segments according to the data collected.

Email preference center

Grammarly asks customers to share their preferences to improve communication with a brand.

Send from a dedicated IP address

By using a dedicated IP, a business cannot be affected by other users’ actions utilizing the same IP address. Consequently, the email deliverability of the company will not be impacted by spammers’ campaigns. With SendPulse, marketers can send emails via a dedicated IP address and avoid the blacklisting of their IPs due to the actions of others.

Keep your mailing list healthy

Maintaining a healthy email list is yet another email deliverability best practice. It helps marketers to keep lists of people who are interested in emails from a company indeed while removing those that are not. The more the recipients are interested in receiving your emails, the better the engagement is. Sending emails to subscribers who never open them harms the sender reputation, hence, email deliverability. So, get into the habit of checking your mailing list regularly. Try to reactivate sleepy subscribers. If they are still passive, remove them from your list.

Reactivate passive subscribers

Marketers re-engage inactive contacts and inquire if they still want to receive emails from them. If they are not interested, it is best to eliminate them from the list. However, if they are willing to receive marketing emails, they can be put back to the mailing list. SendPulse detects inactive subscribers (those who haven’t opened any of the email campaigns sent within three months) automatically, thus helping a marketer in planning subscriber reactivation. You may choose these segmentation criteria when creating an email campaign.

Very often brands motivate users by offering a special discount as Banana Republic does.

Re-engagement email

Track email campaign performance

Email marketers should monitor the performance of their campaigns to make sure they move in the right direction and correct their strategy on the go. If emails are getting delivered but being marked as spam, the following aspects should be analyzed:

  • Confusing subject lines
  • Poor email formatting
  • Spammy words in preview text and subject lines
  • Content relevancy

SendPulse allows users to track statistics after sending each campaign.

Email campaign statistics

It is essential for senders to make it easy for people to unsubscribe. Keeping recipients in a mailing list against their will undermines engagement. So, make sure that each email campaign you send contains a visible and easy-to-tap unsubscribe link and the whole process causes no difficulties. To know your weak points, ask users what makes them unsubscribe. You may either offer to choose a reason or let them write their own.

Read this guide to add an unsubscribe link to your email in SendPulse. To add unsubscribe reasons to your unsubscribe form, follow this article.

Shutterstock lets its users unsubscribe and manage email preferences on one page and that is a win-win for both since a user may give you a second chance instead of leaving your mailing list.

A visible unsubscribe link

Following email deliverability best practices will help you keep on the safe side and take special care about the content of your emails. Let SendPulse do all the technical issues for you to deal with more important things!

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