5 Strategies To Ensure Successful Digital Email Deliverability Rate
Email deliverability is considered as the best metric that your email marketing campaign should keep track of. In today’s hyper-aggressive email marketing competition, effective digital email deliverability is the only way your emails are going to be seen, clicked, opened, and read. Even if you increase your email deliverability by even just one percent, it can significantly impact your brand’s ROI. We are always looking to boost out email open and engagement rates, but without a good deliverability rate, that goal is going to be a challenge.
Keep in mind that achieving a high email delivery rate doesn’t come easy. There are so many areas that you need to go through before you can come up with a solid strategy that results in a high deliverability rate. From considering your ISP, making sure your emails are not spam, to establishing a good IP reputation, there’s just so much to consider. But like any other email marketing strategy, nothing is impossible.
5 Effective Strategies To Improve Email Deliverability Rate
1.) DO NOT Send Your Emails To Unresponsive Recipients.
A common misconception about email marketing is that the bigger your list, the better. Most email marketers assume that just by piling up prospects on their list, their deliverability rate is going to shoot off the roof. However, this isn’t actually the case. Why?
According to several studies by web experts like Jakob Nielsen and Steve Krug, it was found that internet users usually don’t have the time unsubscribe to a brand even when they are not interested in the emails they’re receiving. Instead, they do the following actions:
- Ignore and not open emails that are not important to them.
- Put unwanted emails straight into the trash
- Keep marking unwanted emails as spam
If you aren’t aware about this and is still sending emails to people who aren’t interested in your brand, time will come when the ISP will decrease your IP reputation score.
To solve this problem, you should start monitoring your list and remove the ones who haven’t opened or interacted with your emails for at least six to eight months. Keep in mind that no matter how good your email content might be, it won’t really be of good use in the long run if you are constantly sending your emails to unresponsive people.
Keep your email list as active as possible by removing the cold and unresponsive ones and keeping the ones that truly treat your emails with value.
2.) Segment Out the Complainers On Your Email List.
If a recipient marks your emails as spam more than once, remove them from your list immediately. Email service providers like Infusionsoft by Keap already has a feature that if a user marks your emails as spam, this user will automatically be deleted from your list. Keep in mind that if someone marked your spam more than once, then they are probably not interested in your brand. Stop wasting both of your time and remove them from your list right away. Also, if you do not remove these people, especially if they made the request, you are violating the CAN-SPAM act.
3.) Utilize Only the Best Routines for your List Acquisition.
Natural spammers care less about their email list. They don’t mind about its quality and who they’re sending their emails. They will still send it to users who have already unsubscribed. They’ll send their emails to non-existent email addresses. They will even resend it to bounced emails. As long as they can send their emails to someone, regardless of the implications, they will send their emails.
Surely, you’re not a spammer and are looking to provide genuine emails to your list, so to do this, you should nurture your list and boost its overall quality. A great way to start doing so is to manage your bounce list effectively. There are different causes for an email bounce to occur. If you are sending a multitude of emails, you should incorporate different strategies to manage and prevent email bounces from happening. Some may be caused by an inactive account, a fake email address or a full inbox.
To avoid this, regularly monitor and track your bounces and immediately remove them from your list when they occur. Some email service providers like Keap/Infusionsoft features an automated setting of rules on removing bounced emails, depending on the type of email bounce you receive. By automating your list, you can ensure that your list is clean and free from bad addresses.
4.) Acquire only high-quality emails.
When building your email list, you should make sure that the only people who are on it are truly interested in your brand’s emails. Don’t send your emails to random people, or emails of people who you just randomly acquired. Keep in mind that these people didn’t request to be added to your email list. Make sure that the people who are going to get your emails are only the ones who have truly asked for it. By adding names on the fly, your list is in danger of a high unsubscribe rate and complaints are going to rise fast.
5.) Utilize Authentication and Protect your Online Reputation.
Experts spammers are adept at using a lot of IP addresses that don’t match with the sender’s address in their emails. They’ve done it so much that they can get away with it without being noticed. However, today’s ISPs can already recognize this tactic and use this mismatch evidence to identify and mark spam emails once proven guilty of the act. Most professional email experts utilize third-party tools to send their emails.
While it is effective, keep in mind that not all email marketing systems have good relationships with their ISPs. The ISP does not even identify some email marketing systems. This can result in ISPs seeing the mismatch between these emails. They would then block it and mark it as spam, which would lower your IP reputation score.
There are different tools for validating your domain to prevent this mismatch issue from happening. However, some of these tools come with a disadvantage so make sure to use only the best ones.
Get your emails delivered to the right people by following these five email marketing deliverability strategies. By doing so, you’ll achieve a better deliverability rate and an overall stronger email marketing campaign that delivers high ROI.