Emails have been a great communication channel to communicate with a B2B customer, if and only when tapped in the right way. What’s the point in sending bulk emails to the customer only to realize that none of them are landing in their inbox? It can be a headache for marketers when their emails do not reach the targeted customer, leading to the failure of the entire campaign. In this scenario, one has to find innovative ways to improvise the deliverability rate of email. A different approach can redirect the email marketing campaign on the right path with easy access to the inbox of the recipient. Find out some of the tested ways to land the email in your recipient’s inbox.
- Following the best industry practices:
The standard email industry practices need to be followed by all organizations. In the below statistics, you can see the acceptance level of bounces, spam complaints, unsubscribes, blocks, and others. If you carefully analyze, then you will understand that these are the minimum threshold to measure the effectiveness of the deliverability process. As a marketer, you have to check that your emails do not reach the higher number of the acceptable level of the mentioned thresholds.
2. Having a clear opt-in process:
The opt-in process should be clear. It can be very frustrating to get emails that you do not want. You can take a scenario where one of the recipients accidentally subscribes for your service, resulting in landing up of a large number of emails into his inbox. These would surely get unanswered, which is not good for your email performance metric as ISP’s can filter this IP’s emails as the spam email.
The sending reputation of an email depends on many things such as spam complaints associated with the IP address, sending the history of the email, domain name spam complaints, etc.
To have a double opt-in process for the subscriptions also helps to a great extent. Even sending a confirmation email ensures that the email is valid and whether the customer is interested in your email. It also checks whether the owner of that email address is the one who actually subscribed.3. Avoiding email spam filters
The process of emails being sorted out into the spam folder or the inbox is not a dramatic one. All the ISPs have similar criteria on the email content triggering their spam filters. For most of the transactional and marketing emails, it can include large attachments, typos, etc., thus triggering in sending the emails into the inactive addresses. So, mails should be sent only to those people whom you want to see.
4. Cleaning up the list to improve deliverability
Cleaning up the email contact lists can be a good way for making sure that the emails are being sent to the active users. If you send emails to the already filthy list, then there are high chances that you will be getting less open, engagement and click rates.
5. Maintaining the proper IP allocation:
With the growth of the email campaign, it’s well understood that one will need adequate email infrastructure at a later stage. After achieving the target of 25000 emails daily, you need to send it to a dedicated address. The next process is properly warming up and sending it to the entire list.
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6. Authenticating the email domain:
If the SPF (Sender Policy Framework) and DKIM (Domain Keys Identified Mail) are not enabled, then you are at the risk of becoming victim to the infamous spoofing of email. Somebody else might take control of the email domain owned by you, resulting in a lower deliverability rate.
When you authenticate your email with these, then it proves the ISPs that you are reliable and are worthy of sending the email.
7. Providing the preference center:
After the recipient agrees to receive the email from you, it’s your turn to provide them with the preference center so that they can decide the frequency at which they want to receive the emails from your organization. This practice helps in putting the recipients in control and satisfied.
8. Writing non-spammy subject lines:
Subject lines are a crucial part of the content determining whether the user will open the email or not. As ISPs become more sophisticated in filtering the systems, it is also necessary to avoid specific spam words such as risk-free, eliminate the debt, free, etc.
It’s not guaranteed that avoiding these words will help your email land into your recipient’s inbox, but as a practice, you should develop subject lines focusing on the genuine message.
9. Avoiding inconsistency of emails:
It has been seen that many of the marketers will approach by sending one or two emails in a week, which can be a newsletter, drip campaign, or others. Any inconsistency in sending the emails can lower the reputation of the sender, even leading to blacklisting. So, as a marketer, you have to schedule your emails accordingly so that you do not end up sending a huge number of emails to the recipients.
10. Sending valuable content:
Valuable content is always given priority by the recipients. While sending an email, you should check that the body of the content does not sound like a sales tactic. It should provide appropriate knowledge and interesting content to the reader, otherwise, there are higher chances that the next time the recipient might avoid opening the email. This might increase the chances of landing up in the spam folder. You would surely not want this!
Email deliverability has been a cause of concern for the majority of the organizations. With marketers making a significant investment on this communication channel, it can demotivate anyone if the results are disappointing. The same technology which made life easier for the marketer also made life easier for the recipient by helping them to activate their spam filters to avoid unwanted emails. As a marketer, you have to find innovative solutions for connecting with your customers and improvise the business results.
Robert Jordan, a seasoned marketing professional with over 10 years of experience, currently working as Media Relations Manager at InfoClutch Inc, which is a leading supplier of most sought after technology database. Have expertise in setting up the lead flow for budding startups and takes it to the next level. Have a deep interest in SEO, SEM & Social Media related discussions. Always open for new ideas & discussions.
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