Email marketing can help you build customer loyalty and engagement without breaking the bank, but after building your list you want to make sure you get the most out of your email campaign by actual making sure your emails get to the intended audience (ensure deliverability). So how can you improve the deliverability of your email campaigns? Well we are going to give you at least 5 tweaks that can help you do this. So if you want to learn more, keep reading this post, it will only take you 5 to 9 mins to go through this post that will no doubt help you future email marketing campaigns and arm your marketing or team with tweaks that will increase click through rate, customer loyalty and ultimately the sales and profitability of your company.
Let’s get into it:
As you know the more eye balls that actually see your emails, the more engagement and sales you will get. So, if you have added email marketing into your arsenal of promoting your business and products/services, its crucial your emails end up in the inboxes of your email subscribers rather than the spam box. Just as a side not, though your emails may get to the inbox of your subscribers, in most cases they land in the promotions tab rather than the primary which should be your main destination target for higher engagement. This is kind of natural for Gmail users, if you are using a third part tool or email marketing software such as Mailchimp, Awebber, Active Campaign, Mail-Merge, and so forth, it is more likely that your email will land in the promotions tab, and of course if you emails contain promotional content it is mostly they will land in the promotions tab.
- Make Sure you purge and clean you email list
Clean your email list on a periodic basis, in email marketing this is called list hygiene. So you want to make sure that you are only sending out to emails that are valid and deliverable. What this means is the effectiveness of your email campaign is not just about sending to a bulk of emails to increase your reach by the quality of your email list in terms of deliverability. So, what you need to do is on a periodic basis, is to remove any emails that are not valid, contacts or subscribers that haven’t engaged in any of your emails for the past six months or more even expand to about 12 months post. This means you only want to send out your emails to those who actually have read your emails in the past 6 months or 9 months.
Take Note (Always Remember): In email marketing it’s not the quantity or the size of your list but the quality of your email list..Now to make sure you do not delete subscribers who perhaps read the subject line but did not open your email for whatever reason. You want make sure you run a re-engagement campaign which will be a series of emails maybe two or three to follow up on those subscribers and you are about to delete. For example, an email simply saying, “we haven’t heard from you, do want to receive other emails from us, If ‘YES’, please click this link”
Sand then what you want to do is add a tag or some sort of trigger to make sure that those email subscribers don’t get to deleted. So your initial email will be that’s email that “says we haven’t heard from you and if you want to remail on our email list please click this link,” the second email wil be a follow up and the third message can be a final reminder e-mail.
The other thing that you need to do to clean up your email list is to run your email list through an email validation tool or email validation service like Never Bounce. The job of an email validation tool (service) is to show you results of any emails that are 1. Valid, 2. Invalid or undeliverable.
After this you can reimport your clean email list (with a Valid Status) back into your email platform, AWebber or Mailchimp or whichever you prefer. Here the thing is if you are sending out to invalid emails or bounced emails it will hurt your sender reputation. Your sender reputation is basically like your credit score amongst the eyes of mail services such as Gmail, Microsoft and Yahoo. If your sender reputation score is low then that means they’re not going to prioritise your emails and they are going to be put your emails into the inboxes of your email subscribers.
By cleaning up your list you are increasing the chance of your emails being delivered into the inboxes of your subscribers. Another tool you can use to validate my email addresses for your email platform is the debounce.io. If you have a list with 10000 emails that should take about 10 minutes to be validates and cleaned.
2. Use the double opt-in feature
The double opt-in is optional but highly recommended. Double opt-in simply means when someone has subscribed to your mailing list they actually need to go to their email to verify or confirm their email by clicking on a link. I am sure you have probably gone through that process at some point online when downloading something on line or creating or signing up for a tool online. In Addition to the double opt-in, you want to encourage your subscribers to whitelist your email address. Simply put, when you email campaigns land in the promotions tab, your subscribers need to drag and drop one of your emails on to the primary emails tab in their Gmail accounts. The best way to inform and encourage them to do this is straight after they opt-in.
3. Avoid Spam trigger words.
You need to avoid spam trigger words in your email campaign examples of these include words like (Free, Guaranteed, 100%, Prize, Bargain, Satisfaction, Order now, Join Millions, Join Now, Risk Free, Invest, etc) I am sure you het the drift… avoid these sleazy cheap and common promotional words. If you use these words it will trigger and give a red flag to email servers, telling them that email is promotional/commercial and/or spammy so they will direct it straight to spam. In addition to these spam trigger words you want to make sure you do not use all ‘CAP’S, exclamation marks and check you spelling and grammar. To check your grammar, you can simply use word and or these other paid of free copy services like Grammarly an AI powered writing assistant.
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4. Make sure you verified your sender to Domain
Now this may sound rather technical and advanced, but it is very simple to do. As we mentioned before there is something called sender reputation, which is more like your credit score as an email marketer, so there is a score for each domain as a sender. Verifying your Domain tells these mailbox services servers like (Gmail, Microsoft, Yahoo etc) that you have given permission to your email service platform (Like Mailchimp and Awebber) to send out emails through or using your domain name. In addition, this sought of safe guards you from hackers imitating you to use your email list or domain name. The process of verifying your domain in not that difficult all you need to do is add some DNS settings to your registrar or webhost provider. Whichever email platform you are using there should be some simple steps they provide to assist you with adding these DNS settings.
5. Make sure you follow Can-Spam laws
If you are going to send out emails you might as well follow the rules of the game. The CAN-SPAM Act, a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations. … The law makes no exception for business-to-business email. Some of the rules include rules such as:
- Make sure you have a way to collect and manage your opt-outs
- Every marketing email you send must include an Unsubscribe link
- Emailers must not email recipients who have previously opted out of their communication.
- Senders must remove opt-outs from their email list within ten business days.
- Each email must have an opt-out mechanism that makes it easy for consumers to opt out of all future mailings.
- Emails must include the physical address of the person or business sending it.
There are a lot more rules that you are to adhere to, be sure to check out the Can-Spam laws in youe email campaigns.
Bonus Pro Tips:
- Now things that you should not do when it comes to email Marketing
Make sure you don’t buy leads? this question a lot and I said there’s too many times and that is should I buy email leads short and straight up answer is no you shouldn’t buy leads because one they are cold and not warmed up they don’t know you and you haven’t given permission for you to email them and this hurts your email campaign and sender reputation as you are more than like going to have a high bounce rate for your campaign. You won’t get that engagement you need
- Minimise the number of links in your email.
Whenever you are sending out an email campaign it needs to be as natural as possible. So, make sure you don’t put too many links in your email copy. what’s the difference between a personal email and a promotional email? well the biggest difference really is the number of rinks that are in there. Most marketers make the mistake of putting 10 or even more different links and this is one of the big reasons why their emails go straight to promotions tab. There is no rule as to how many links you should actually have in your email copy or email body but just keep it to a minimum links as possible, we would suggest 2-5 links at the most. Also make sure your copy is consistent with your brand (colours, shapes, images and logos).
- Keep a consistent emailing schedule when it comes to sending emails
Do not Ghost your subscribers, a consistent emailing schedule ensures a high engagement as your subscribers know when to expect your email avoid when it comes to email is to make sure you’re ready to schedule when it comes to send out e-mail X green light signals and telling others as soon as you know what’s a predictable what’s expected of you from sending out these emails and of course what’s more important is in the eyes of subscribers they know when to expect your emails so please check your emails to if you have any questions about this or anything else
Improving you Email marketing deliverability can and will help you build customer loyalty and engagement without breaking the bank. If this post was beneficial Contact us or lookout for our next post on email marketing, we will share pro tips and tricks on how you can grow you emailing list/subscribers. To get notifications of whenever we have a new post including email marketing and other tentative marketing topics signup for our newsletter. We try to keep it simple and straight forward so that you get real value that can help you improve your marketing efforts and ultimately your business performance and profitability. .