Without question, obtaining new customers and keeping current customers happy is key to the success of any business. Let’s face it, without customers you don’t have a business. Creating a solid email marketing strategy is one of the best tools you have available to help grow your business and develop strong relationships with current customers.
But let’s be honest, simply pushing ‘send’ on the occasional email blast isn’t enough to ensure the success of your business — your emails have to reach the inbox of your current and prospective customers, engage with them, and cause them to make a purchase or become a brand advocate in order to help further grow your business.
What if you could maximize the control of your email deliverability success to your target inboxes? Not to worry, we have you covered! Here are some of our favorite tips and techniques to help you improve your overall email deliverability performance and grow your business.
Email Deliverability: Preparing
First things first, create a subdomain that you can use to send all marketing emails from exclusively. This will be the ‘from’ email address your customers will see. Over time, your customers will come to trust this email address and will know who and what it is the moment it appears in their inbox. This familiarity will prevent them from mistaking it as spam and inaccurately reporting you to their ISP.
Your marketing specific subdomain will also make it easier to monitor and track your sender reputation. This way, if you discovered something has been flagged by an ISP, you’ll be able to identify if it was a marketing email or something sent from your main domain.
Next, you’ll want to create a Sender Policy Framework (SPF). Without getting too technical, an SPF is an email authentication protocol that allows the owner of a domain to specify which mail servers they use to send mail from for their domain. This information will be sent with your emails, although it is invisible to the customer, and will allow the ISPs to verify that you are legit and not currently listed on a banned list…thus, improving your odds of landing in the inboxes of your customers.
The final step to set-up is to create a seed list. This is a list of email addresses you can send test emails to in order to monitor deliverability and view how they will appear in customer inboxes. Check out our blog on seed list management to find out more about creating and managing seed lists.
Email Deliverability: Action Plan
Once your system is set up, we suggest you create a content calendar or schedule and stick to it. Sending out content on a consistent basis keeps your emails from being flagged as random or erratic sender behavior.
Ensure that you include an opt-out on all of your email correspondence and that anyone who opts-out is removed from all email lists. Sending emails to users who have asked to be removed from your list could cause you to be reported by the user and thus, could get you blacklisted, preventing you from sending emails in the future.
Finally, maintain your email list and perform quarterly email list audits. Again, this is to ensure your email lists are up-to-date and that you’re maintaining best practices in privacy and email deliverability.
Email Deliverability: Tools for the Job
We know this sounds like a huge task, but we’re here to help! MailMonitor has developed all the tools you need to easily manage email deliverability and your email reputation. Sign-up for a 14-day free trial today and see for yourself how marketing email deliverability success can positively impact the growth of your business.