1,000 emails in the inbox are more valuable than 10,000 emails in the spam folder
Email deliverability is by far the most important aspect of any email marketing strategy. You can have an appealing offer inside of a beautiful email that leads to a stunning website, but if your email doesn’t land in the inbox, it’s all worthless. Ensuring that your emails land in the inbox must be your top priority; it is always on the top of our list.
Although improving and maintaining email deliverability requires constant attention and goes far beyond what’s outlined below, these three steps will get you going in the right direction. First, let’s take a moment to understand what deliverability is.
What is Email Deliverability?
In a nutshell, email deliverability is when an email is successfully delivered to your subscriber’s inbox. It can be measured by comparing certain KPIs from your ESP account to industry benchmarks.
Now that we’re clear as to what we’re talking about, let’s discuss how to improve and maintain your deliverability.
3. Send to Engaged Segments
If you’re currently sending all of your email campaigns to your entire list spontaneously without any segmentation, that’s more than likely the root of all of your problems.
Inbox providers reward you with inbox delivery when recipients engage with your emails, such as opening or clicking. Subscribers who have engaged with your emails recently are more likely to engage again as opposed to somebody who last opened or clicked an email six months ago.
In other words, when you begin sending to contacts that have recently engaged with your brand while simultaneously filtering out those who haven’t engaged in a while, your open and click rates will increase. Inbox providers see this over time, and will begin to reward you with more inbox deliveries.
Begin improving your deliverability be sending to an engaged 30 day segment.
2. Clean Your List
This is often an overlook and under-utilized tactic that is detrimental to your deliverability. Segmenting is a great starting point, and list health is just as important.
As I mentioned above, many major inbox providers track how recipients mark emails are opened, clicked, marked as spam, etc. Using this data, they determine whether your emails are worthy of inbox delivery; they have to protect their brand reputation as well.
For example, if Outlook were to allow low-quality emails to reach their users, Outlook risks losing users to a different inbox provider with stricter spam filters, such as Gmail or Apple Mail.
TLDR; Completely removing unengaged contacts increases your open and click rates while simultaneously lowers your unsubscribe rate. Spam complaint rate however, is completely up to you, as outlined below.
1. Build a Blog & Send It
Contacting your subscribers is a delicate art. You want to do your best to establish yourself as an authority in your niche while at the same time sending content that increases open and clicks while decreases unsubscribes and spam complaints.
The best way to do this is build a blog and send the blog posts as email content. This serves many purposes, including:
- Educating subscribers about your products
- Answering common queries to reduce customer support tickets
- Allows you to keep in touch with contacts, especially if your buyer lifecycle is longer than average
- Generate free traffic if the content is keyword optimized
- Nurture customer relationships by recycling product education articles in flows
Providing this information on your website as opposed to inside of the emails is a great way to increase email click rates while simultaneously pushing traffic to your website. If you put important product information in the email as opposed to your website, contacts have no reason to click the email, which can damage your deliverability.
Finally, sending blog post as email content lowers your spam complaint rate. If constant sale, product, or promotional emails are sent out as opposed to free, ungated content, you run the risk of subscribers marking your emails as spam, especially if your buyers’ lifecycle is longer than average.
With that said, building a quality blog is no easy task. At Samadhi Marketing, we have perfected the art of blog building and email deliverability. Work with us and we will build your brand and revenue without you having to lift a finger.
Wrapping It Up
Although these tips are a good starting point, email deliverability is something that must be carefully and constantly monitored. It is always possible to escape the spam folder, but it can take months. The earlier you deal with this, the faster you can generate more sales from email.
If your deliverability is suffering, its best to hire professionals. If this crucial aspect of your email marketing strategy is poor, no part of your email marketing or CRM strategy will work.
At Samadhi Marketing, deliverability is our #1 focus. Work with us for guaranteed email deliverability without you having to lift a finger.
Thank you for reading.
All the best,
Dan Jacobs, Founder/CEO