15 Proven Tips To Help You Boost Your Email Deliverability

Email Deliverability Simplified | The Blog

Email Deliverability

15 Proven Tips To Help You Boost Your Email Deliverability

Many businesses are not getting desired results from their email campaigns. This is because they cannot get their emails delivered to the inbox of their subscribers. If you are having a similar problem, it is imperative that you find a way to increase your email deliverability. Otherwise, you may soon be out of business.

To run a successful email campaign, you must understand why you are experiencing low email deliverability and open rates.

This article addresses these issues. It also offers some practical tips that will help you take your email deliverability to the next level.

Table Of Contents

With Clickable Navigation

What Is Email Deliverability?

What Are The Major Causes Of Poor Email Deliverability?

15 Effective Ways To Increase Your Email Deliverability

What Is Email Deliverability?

Email deliverability refers to the possibility of your email to be delivered to your subscribers’ inboxes. It is a measure of how successful your email marketing campaign is.

If the larger chunk of your email messages are delivered to their inboxes, your email deliverability is high. It also shows that your campaign is successful. If not, you have poor email delivery, an indication of a failed email campaign.

Email Service Providers (ESPs) always come up with different ways to keep spam emails from users’ inboxes. So, when you send an email out, the ESPs will go through the mail to verify its source.

There’s an increasing rate of spam and scams. Because of this, Internet Service Providers are becoming tougher in handling incoming emails. They are blocking suspicious emails and sending them straight to the spam folder.

What Are The Major Causes Of Poor Email Deliverability?

If you have been struggling with poor deliverability, several factors may be responsible. The first step to fixing this is knowing the causes of the problem. Are you wondering why you may be battling with poor deliverability? Here are some mistakes that may hurt your deliverability:


1. Bad Sender Reputation

Your reputation plays a huge role in determining how successful your email campaign will be. It is a measure of your credibility. Poor reputation will harm your campaign. If subscribers complain about you to your Email Service Provider, your reputation will go down. The ESP will consider you as spam and subsequent email messages from you will be treated as spam.

Sending messages to inactive subscribers and high bounce rates can also ruin your reputation.


2. If You Are Blacklisted

You are blacklisted when your domain name or IP address is listed among those that are already known for spamming activities.

ESPs separate emails from reliable sources from those from suspicious sources on blacklists. If you are blacklisted, your message will always end up in subscribers’ spam folders.


3. No Email Authentication

Email authentication is one of the most effective ways to validate the credibility of your domain name or IP address. So, subscribers can know your messages are authentic and from you. What if ESP can’t verify the authenticity of your IP address or domain name? It will treat emails from your account as suspicious. This will have a huge negative impact on your email deliverability.


4. Poor List

Your email list may also determine the outcome of the messages you send out. A good list increases your chances of getting your messages delivered to your subscribers’ inboxes. But, if your list consists of unknown users and inactive addresses, your messages may end up in the junk or spam folders. Sending campaign emails to subscribers that no longer read your messages can increase your bounce rate. An invalid account or an inactive one will also increase your bounce rate.


5. Huge Complaints

Several complaints against you to ESPs can be another reason why you’re battling with poor deliverability. Most complaints come from readers who find you disturbing or obtrusive. There may also be complaints if you send campaign messages to subscribers on a purchased list. Since they didn’t subscribe to your email list, they may find your promotional messages distasteful and desperate. This may trigger chains of complaints.

ESPs will become suspicious of your campaign messages if they receive a barrage of complaints about you. They may start sending your emails to the junk folder. These factors will hamper your email campaign, no matter how good your campaign looks on paper.


6. Too Promotional

If your emails are overly promotional, recipients may consider it as spam. They may not open the emails. This will lower your open rates. Some may even unsubscribe from your list. If your subscribers feel they aren’t getting enough value from your emails, your open and deliverability rates will crash.


7. Inserting Url Shorteners In Your Email

Spammers use URL shorteners to cloak the actual website they intend to send their recipients. As a result, spam filters now consider emails with embedded URL shorteners as coming from spammers. If they find such in your message, they may block your emails. This is regardless of whether the shortened URL is legitimate or not.

Although you should avoid using shorteners, don’t insert a URL in the body of your messages. It is advisable that you create a legitimate hyperlink if you need to link to an external URL.


8. Using A Free Domain Email Address

ISPs frown at using a free domain for sending emails. They are also uncomfortable with using domain names other than yours. They want you to be real to make it easier for them to verify your domain name and IP address. Do you use free domains such as Gmail, Yahoo, and AOL to send your messages? If so, they will mark the message as suspicious.

This is also true if you send bulk or commercial emails through the free domain to email addresses. For instance, sending a bulk email through Gmail to email addresses provided by the ESP will make your messages look like spam.

Instead, use an official domain email to send your message. The address will contain your company’s name. This helps to validate that messages coming from you are authentic and genuine.

15 Effective Ways To Increase Your Email Deliverability

Are you currently battling with poor deliverability? There are a couple things you can do to boost your chances of making it to the inboxes of your subscribers.

Here are some effective tips you can implement to boost your deliverability:


1. Build Your IP Reputation

Internet Service Providers provide security against spam emails. It is your responsibility to prove to ISP that you are legit and your IP is trustworthy. To build your IP reputation, start a small email campaign. Target confirmed email addresses only.

Once subscribers receive your messages and open them, you will start to build trust with your ISP. As you continue to build trust, increase the number of addresses you send messages to. As the number increases, your trust increases, too. This will boost your IP reputation.


2. Have A Regular Send Schedule

You can improve your sender score if you have a send schedule and stick to it. Sending emails at random may lower your IP acceptance and sender score. If you stick to a schedule, you won’t have issues with sending spikes. More so, your subscribers will be looking forward to reading your messages.

If they are satisfied with your content and delivery time, they are more likely to open your emails.


3. Use Sender Policy Framework (SPF)

Implementing SPF on your domain name enables your ESP to verify the authenticity of your IP address and domain name. Once the verification is done, the receiver email server won’t view your emails as suspicious.

Whenever you send an email, the server will compare your domain name with the verified IP address. After the address verification, ESP will deliver your emails to your subscribers.


4. Improve Your Sender Score

A low sender score will lower your email deliverability. Internet Service Providers (ISPs) are usually hard on domain names with a low score. They reject emails from them or thrash them.

Return Path, an email deliverability service, produces Sender Score. Each mail server sending an email receives a specific number form Sender Score. The score is from 0 to 100. Your sender reputation will increase as your Sender Score increases.

Several reputation metrics are used to calculate the appropriate sender score for each mail server. These are:

    • Complaint rate.
    • Sending volume.
    • Message filtered rate.
    • Spam trap hits.
    • Sender rejected rate.
    • Blacklistings.
    • Sending volume.
    • Unknown user rate.

Each factor will be assigned a value and the sum of the values will form your Sender Score. The higher the score, the higher your rating. If your score is good enough, chances are you won’t have deliverability issues.


5. Use a Double Opt-In

When building your email list, adding a double opt-in for email subscription is a great way to limit spam complaints. It is easier to get more emails using a single opt-in form. But, double opt-in takes extra steps to ensure that only those who are interested subscribe. Subscribers are required to confirm their subscription before they get added to your list. This helps to curb fake and inactive accounts from joining your list. It also reduces spam complaints.


6. Send the Right Amount of Emails Regularly

Your subscribers may become overwhelmed if you send too many emails per week. They may become irritated and start ignoring your messages. They may even delete your messages without opening them. But, if you send emails once in a long while, you will hardly build a connection with them. They may not read your next emails or simply mark them as spam.

Instead, Create a schedule and stick with it. Ensure you aren’t littering their inboxes and constituting a nuisance.


7. Subscribe to Feedback Loops

You will know what works well with your subscribers and what won’t work if you get constant feedback from them. Subscribe to ISPs feedback loops and get a clue into how recipients feel about your messages.

Currently, AOL, Yahoo, and Microsoft offer such feedback. Use this service to improve your relationship with your subscribers once you know what works and what doesn’t.


8. Prune Your List

If you are experiencing high bounce rates, you need to take a close look at your list. Some of your subscribers may have become inactive. This raises the number of unopened emails.

Check non-existing users as well. The same goes for cloned email addresses. All these factors can increase bounce rates and lower your deliverability and open rates.

Pay attention to do-not-email records, duplicates, bogus addresses, and outdated domains.

Review your list and fish these emails out. Remove them and leave only active subscribers.


9. Check Blacklists

It is advisable to check blacklists if you have deliverability issues. Domains that are blacklisted are treated with suspicion by ISPs. If your domain name or IP is blacklisted, find out the possible causes and address them.

Some common causes of blacklisting are:

  • High rate of spam complaints.
  • Bad IP reputation.
  • Poor list.
  • Bad content.

Some of these factors have already been discussed in this article. If you pay attention to them, you can save yourself from getting blacklisted.


10. Offer a Preference Center

Once someone decides to subscribe to your emails, provide them with a preference center. This enables them to specify the type of content they are interested in. It also allows them to specify how often they want to receive emails from you.


11. Create Valuable Content

Quality content helps you engage and build a relationship with your subscribers. Don’t get hung up on SELLING, focus on consistently delivering value to your subscribers. Your emails should be solution-oriented. This involves highlighting the benefits of your products and services. Do you offer a professional service? How can your service help them move from point A to B? Include this in your content.

This is how to build and manage a responsive and buying list!


12. Beware of Emails from Giveaways and Contests

Running contests and giveaways are proven ways to promote your product or services. When you run either of them, be cautious with including emails you get during signups to your email list.

You may get several signups from the same email address as people try to increase their chances. If you don’t vet such emails before you start using them, you may have issues with your ISP.


13. Include An Unsubscribe Button

Make it easy for subscribers to opt out of your list whenever they want. It is unethical to continue to keep subscribers when they want out. They gave you permission to email them. So, they have a right to withdraw such permission, at anytime. But, if you make it difficult for them, they may go ahead and report you to their ISP. This may cause your IP to be blacklisted.

Always include the unsubscribe button in your emails. Place it where your subscribers can easily see it.


14. Segment Your Subscribers

Your subscribers have different needs. They are from different social statuses and age ranges. They are probably not all the same gender as well. Consider all these facts and segment them accordingly.

This will enable you to create marketing emails that meet the needs of each specific group on your list.

Depending on the product or service you are promoting, you can segment according to any of the criteria above. This will make the campaign more effective.


15. Don’t Buy Email Lists

Avoid buying email lists. A large percentage of the lists out there are full of dead, fake, and inactive emails. Building your email marketing campaign on a purchased lists is a recipe for failure. Are you serious about attracting new customers and generating sales? If so, build and grow your own email list in a legit way.

Let’s Get In Touch!

Need help setting up SPF, DKIM, or DMARC? Our Managed Services team would be happy to assist. Get in touch today!