How to Improve Email Deliverability: Tips and Best Practices

Email marketing is a powerful tool for businesses to connect with their customers and drive sales. However, it’s only effective if your emails are delivered to your subscribers’ inboxes. If your emails end up in spam folders or get blocked by ISPs, you’ll miss out on valuable opportunities to engage with your audience. In this article, we’ll explore tips and best practices to improve email deliverability and ensure your messages reach your target audience.

How to Improve Email Deliverability: Tips and Best Practices

Build a high-quality email list

The first step to improving email deliverability is to build a high-quality email list. This means obtaining permission from subscribers to send them emails and ensuring they are engaged with your content. You can do this by offering valuable incentives for sign-ups, such as exclusive content or discounts, and regularly sending targeted messages that resonate with your subscribers’ interests and needs.

Monitor your sender reputation

Your sender reputation is a score that ISPs use to determine whether your emails should be delivered to subscribers’ inboxes or spam folders. A poor sender reputation can harm your email deliverability, so it’s important to monitor it regularly. You can check your reputation score using tools such as Sender Score and Barracuda Reputation Block List, and take steps to improve it by following best practices such as sending relevant and engaging content, keeping your email list clean, and avoiding spam triggers.

Use a consistent sending frequency

Sending emails too frequently or infrequently can harm your deliverability. ISPs prefer consistent sending frequencies, as they view erratic sending patterns as suspicious behavior. To improve deliverability, it’s best to establish a consistent sending frequency and stick to it. This will also help your subscribers anticipate your emails and look forward to receiving them.

Optimize your email content

The content of your emails can affect deliverability as well. Avoid using spammy language or formatting, such as excessive use of all-caps, exclamation points, or colored text. These are red flags for spam filters and can harm your deliverability. Also, make sure your emails are mobile-friendly and easy to read on different devices, as many people check their emails on their smartphones.

Segment your email list

As we discussed earlier, segmentation is a powerful tool for improving engagement and conversions. It can also help with deliverability, as targeted messages are more likely to be relevant and engaging to subscribers. By segmenting your list and sending targeted messages to each group, you can improve open and click-through rates, reduce unsubscribe rates, and improve overall deliverability.

Authenticate your emails

Email authentication is a process that verifies that an email is from a legitimate sender and has not been tampered with. This can help improve deliverability, as ISPs are more likely to trust authenticated emails. You can authenticate your emails using various methods, including DKIM (DomainKeys Identified Mail), SPF (Sender Policy Framework), and DMARC (Domain-based Message Authentication, Reporting & Conformance).

Monitor email engagement metrics

Monitoring email engagement metrics, such as open rates, click-through rates, and bounce rates, can help you identify issues with your email campaigns and take corrective action. For example, if you notice a high bounce rate, it could mean that your email list needs cleaning or that your messages are being flagged as spam. By monitoring these metrics regularly, you can take proactive steps to improve your email deliverability.

Improving email deliverability requires a multifaceted approach that involves building a high-quality email list, monitoring your sender reputation, optimizing your email content, segmenting your list, authenticating your emails, and monitoring engagement metrics. By following these best practices, you can ensure your emails reach your target audience and achieve your marketing goals.