Even with the emergence of various digital marketing strategies, email marketing has remained a popular and effective way to reach prospects, as well as existing clients. According to Statista, there are over 3.9 billion email users worldwide and is set to grow to 4.48 billion by 2024. And despite the presence of different social network and instant messaging solutions, email is still the customers’ preferred communication tool. Its widespread use and global penetration make it an effective marketing channel.
Essential in an effective email marketing campaign is delivery efficiency or email deliverability. This refers to the rate at which emails reach their intended recipient’s inbox. Deliverability is a crucial aspect of email marketing. It can make or break the success of your campaign. Whether it is a newsletter, order verification, marketing email, or notification email, a message that fails to reach its recipient can be a missed opportunity and a waste of resources.
To reap the full advantages of email marketing, you have to maintain good email deliverability. Here are five steps to increase your delivery efficiency.
Use dedicated IP address for marketing emails
Sender reputation, email address, and domain are vital in making sure that emails travels safely and lands in the recipient’s inbox. Every email that gets flagged as spam or bounces back negatively impacts the sender IP reputation. A poor reputation adversely impacts delivery efficiency and creates potential problems for all emails coming from the IP – or can even lead to being blocked.
Maintaining good reputation of your domains and IP addresses increases the delivery rate and is critical to the success of your email marketing campaign. Regularly check your sender reputation and employ strategies to maintain good standing.
Clean and update your email list regularly
Keeping your contact list clean and updated ensures that emails are sent to the right addresses. An email marketing specialist at Byteplant noted that majority of bounce emails could have been prevented with email verification.
When collecting email addresses, there’s always the possibility of customers making a mistake or providing fake email. Sending an email to erroneous or fake addresses can result in bounces and negatively impact your email delivery performance. Similarly, users regularly change email accounts. Sending messages to obsolete or inactive emails can adversely affect your sender reputation. Use of email verification service on a regular basis can ensure an accurate contact list.
Segment email list
Classify your subscribers in terms of level of engagement to your emails. Send email to most engaged addresses first as this can help improve your IP reputation. These loyal subscribers are most likely to open your email as soon as they receive it. ISPs will view this as a sign that your emails are good.
Next, segment subscribers based on demographics, location, and purchase history. Create targeted messages for each segment and send them in small batches. Your recipients are more likely to read your emails if they find it relevant to them. Sending non-targeted, generic emails can frustrate your subscribers and they might even mark them as spam. As a result, this can hamper your email delivery efficiency.
Personalize email sender name
When sending email, always include the sender name alongside the brand in the “from” section. From section could go like this: “John from Nestle” or “Danny from Walt Disney.” It should be professional and consistent with the subject line.
This ensures compliance with Federal Trade Commission regulations, particularly the CAN-SPAM Act. But more than compliance to regulations, adding a sender name gives the recipients a quick heads up that the email comes from a real person and from a trusted source. When subscribers feel that a real person is sending a message and not robots, they are more likely to open the email. This also makes every message more personal.
Create good subject line and content
The subject line is crucial to email deliverability and the success of your email campaign. It should engage your prospects and get them to open your email. Poorly written subject lines can result in deleted or unread emails, or even mails marked as spam. This makes it very important to create non-spammy subject lines.
In recent years, spam filters have become very intelligent. From the subject line down to the body content, these filters scrutinize your emails to see if it includes any unsupported HTML codes, formatting and coding errors, hidden scripts and forms, embedded images and other telltale signs of a spam email. The content body is also scanned for spam-like phrases and keywords. If your email triggers these filters, your message get sent directly to the spam folder and your reputation is hit. This makes it important not just writing good content but also running a spam check before sending emails.
Finally, consider every email as chance to impress your prospects or existing clients. Create great emails that do not only focus on sales and revenue but also build relationships with your audience. This is the secret to increasing your delivery efficiency.