Best Practices for Boosting Email Deliverability Rates

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Best practices for boosting email deliverability rates

Best practices for boosting email deliverability ratesAs a mail sender, your reputation is quite crucial. Deliverability of mail is much more important than the content you are sending. Email deliverability can make or break your reputation.
“The most important fact about email is that 21% of opt-in emails never make it to the inbox.”

For example, if you have a list of one million subscribers and 21% of your emails to those recipients go undelivered, then 210,000 people were left waiting for your email that never arrived.
This can create adverse effect on your brand image as well as on your business. Once your email program is live and running, you need to make sure that your reputation remains intact and your recipients stay happy. To maximize your email deliverability, you need to be familiar with these tactics:

  • Ask permission, host a preference center:
    Sending too much mail can increase the un-subscription or complaint rates. Offer a preference center to your subscribers. Preference centers enable you to send targeted email campaigns, increasing the likelihood that your emails will be opened.
    This will allow your subscribers to control and customize the content they receive from you. It’s also a great way to get to know your audiences’ interests.
  • Keep a clean list, avoid traps:
    A clean and well managed list is an asset for email marketers, whereas an old and dirty list has outdated information that causes deliverability failures and is sure to damage your sending reputation.
    Having a clean list is essential to avoiding spam traps and keeping your bounce rates low which are the key drivers of your brand reputation. There is no better way to ensure consistent deliverability success than by regularly cleaning your list of hard bounces, unknown users, and other inactive addresses.
  • Follow the Law:
    Be sure to comply with the federal CAN-SPAM Act. The CAN-SPAM Act is acronym for Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003
    This act applies to all the organizations or businesses that use email and provides recipients of spam with the right to opt-out of these spam emails and spells out tough penalties for violations. The CAN-SPAM Act is no joke, if you don’t abide by the rules you have to face harsh penalties.
  • boosting email deliverability ratesSend a welcome message:
    Do send a welcome message whenever a prospect gets added to your list. Welcome messages (like other transactional emails which you receive on signing up any form) are more than confirmations, they’re an opportunity to engage with subscribers and to start the relationship off on the right foot.
  • Be specific in your targeting and segmentation:
    Segmenting your list can help you fine new targeted leads that was lost within your lists. Targeting and segmenting your list help in improving deliverability rates.
    If you group your contacts into critical segments, identify their specific needs, and send them timely, knowledgeable, personalized content then it will improve your open rate and will help you establish as credible sender.

Managing and optimizing email deliverability requires dedicated time and energy, especially if you’re not working with an email service provider (ESP).
To ensure your efforts will continually pay off, measure your deliverability, find out how you compare, and build deliverability strategies geared toward optimizing performance.

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