4 min read
8 Email Marketing Deliverability Best Practices (And a Bonus Tip)
To any email marketer, a low email deliverability rate is a nightmare because a low delivery rate triggers massive consequences like lower email sender reputation, getting blocklisted, or worse, losing money!
Email deliverability refers to where your email message is going to land in your recipient mailbox. Email deliverability should not be mixed with email delivery. Email delivery is completed when the recipient’s mail server receives the email. But email deliverability indicates either it is placed in their primary inbox, social media box, or in the worst case: in the junk folder!
That is why an email marketing campaign should follow email marketing deliverability best practices: so it increases the chances of the email landing in the correct location. Unfortunately, many email marketers are not well aware of these best practices and they design email campaigns haphazardly that costs them marketing dollars and doesn’t get them the expected number of clicks.
Email deliverability is determined by individual mail servers and installed filters. However, there are some common best practices that can help your email to get past all those filters and slide into your recipients’ primary inboxes.
Want to learn about these email marketing deliverability best practices? Here, we have listed our top 8 email best practices to implement in your next email marketing campaign.
#1 Clean up your email lists regularly
One of the major reasons behind low email deliverability is sending emails to recipients’ email addresses that either doesn’t exist or that are trashed. Sending emails to those addresses creates a high bounce rate and low open rate. In many cases, mail servers simply will not accept emails if they don’t find the recipient's email address in their database. Result: bounce! That impacts the email sender’s reputation and eventually, you will find lower deliverability in the future campaigns. Therefore, it is a wise step to clean up your email lists regularly. The best recommendation, in this case, would be to stop using purchased email lists if you are doing so.
#2 Avoid spam words and spam traps
Many email servers have built-in spam detectors that look for spam-ish words in the email content, particularly in the subject line. If you write one of those spammy words in the subject line, that email is landing right into the spam box and you might be flagged as a spammer. So, avoid using them. Fortunately, we do have a guide for you to avoid spammy words. In addition to this, you should also be aware of spam traps. Spam traps look for email addresses that are mostly found in purchased email lists or email blocklists. If they detect any email address in your blast, it will mark you as a spammer. Result: poor email deliverability.
#3 Remove non-responsive contacts
This is similar to the cleaning up email database. But, with this email marketing deliverability best practice, we are cleaning up email addresses that do not respond at all to our emails. For instance, you sent 10 emails to one particular address that did not even open the email, let alone click on an embedded link. That email address belongs to a non-response contact and you should opt them out of your list to ensure a high deliverability rate.
#4 Send email blasts to contacts with expressed consent
The most ideal emailing practice is sending emails to only those contacts who gave expressed consent to receive email messages from you. For instance, someone gets an eBook from you in exchange for the consent to send them future updates, posts, offers, etc. That’s expressed consent. If you build your email contact database with these people, not only you will a higher opening and click-through rate (CTR) but you will also have a high deliverability rate. It will also boost your reputation as an email sender.
#5 Use an unsubscribe button
Never make the unforgivable mistake of not having an unsubscribe button or option in your email. Those who gave their expressed consent may not be interested in your emails anymore. Particularly, if you are running a newsletter campaign, it is a MUST DO. Adding an unsubscribe button makes sure that you are building an unsubscribed contact database as well. So, next time you send an email, your email server will not send emails to those addresses. As a result, you can reduce the bounce rate, non-responsiveness, and other metrics that can hurt your reputation. Keep in mind you need to have the right email marketing software to use this tip!
#6 Use a balanced HTML to text ratio
More visuals create more appeal, therefore the chances to get a click is increased. However, you must strike a balance otherwise email server clients may be tempted to mark your email as spam. The best idea is to maintain a 60:40 ratio. You can have 60% of your elements as text-based and 40% of them in HTML format. That gives you enough opportunity to create a sleek, designed email without being flagged as spam and lowering your email deliverability.
#7 Personalize emails
Do you know what is the best email marketing deliverability best practice in the email marketing world? Personalized emails! Although it is not possible to send a personalized email blast from a generic email service, you can use advanced email marketing software to create, send, and track hyper-personalized emails to your recipients. Personalized emails ensure a better open rate and they also appeal more to the reader, resulting in a good email reputation. Ideally, you will need a contact relationship manager for this purpose.
#8 Avoid using funky color/signs
If you think writing Ca$h instead of Cash (which is also a spammy word) in your email subject line makes you cool, you are wrong. This special character often gets triggered as a spam or malware email (nothing can be worse than this!). So, the plainer the better. Also, you should refrain from using multiple fonts, sizes, and colors in your emails. Most veteran email marketers would agree that using two colors in an email and a professional font with decent sized headers makes an email more deliverable.
Bonus: Use a reliable email blaster
Most of the email marketing deliverability best practices mentioned above can be implemented easily if you are using a reliable email blaster. A reliable email blaster not only protects you from sending spammy emails but also helps you to design and send emails following the best practices.
SimplyCast’s is something you can try out. Our software provides you with tons of features like a drag-and-drop email editor, a built-in blocklist monitor to use healthy IP addresses, professional templates to ensure high click rates, and the incorporation of image, video, and GIFs. It also comes with SimplyCast’s CRM that can be used to create and blast hyper-personalized emails.
With SimplyCast, you do not have to worry about email deliverability. We will take care of the technical side and guide you to build email campaigns that work.
Click the button below to book a one-on-one demo of the software.