Email Marketing: A Guide to Successful Email Deliverability

You might have mastered the art of email copywriting. And let’s say you write fantastic emails. But how can you ensure that your email reached the targeted recipients successfully? With so many competitors around, you definitely do not want to be blacklisted or unsubscribed. Moreover, modern email clients like Gmail or Yahoo or Outlook have deployed new ways to block spammers so that healthy conversations can happen.

We have come up with a short guide for you to follow which can help you ensure that most (if not all) of your emails land up in the inbox of your recipients’ email and not in the spam folder, or worse, doesn’t get delivered at all. Take a look at some of our insights.

Draft rich content

Keeping your content concise, precise and effective is the key to promoting your product rightly. Take enough time to draft your emails. By doing so, you will be able to send the right message across, and your email is less likely to go to the spam folder. Avoid using big fonts, misspelled words, promotional language like “Buy Now” and “Free”. If you refrain from using these words, you are less likely to get blacklisted. The spam filters of today are made in such a way that the emails are containing a lot of images always get filtered automatically. So keep these aspects in mind while writing the email.

Get your email subject right

An appropriate subject line is an important element of any email as it is the first thing that captures the attention of readers. So make sure that you come up with a convincing subject line if you do not want your email to be deleted. Avoid using Caps Lock at any costs. You do not want to yell at your customers or be rude to them. Using personalized, informative and fresh email subjects are the best way to go about it.

Conduct A/B testing

A/B testing is an excellent way to check if the recipients have read your email. You can create various variables of your email including heading, subject, content, sender’s name, etc. You may find some complicity to setup A/B testing by yourself. So you can also hire professionals to conduct A/B testing. For getting meaningful insights after applying A/B testing, you must make strategized hypothesis for different variations and find out if one variation performs better than another.  In order to have the highest chance of getting a positive impact from your A/B test, you need to have a strategic hypothesis about why a particular variation might perform better than the other.

Curate your email list

If you fall into the category of marketers who “fire and forget”, it’s time to get over that habit. Develop a practice to monitor the email patterns like open, bounce and click through so that you can plan your next email marketing campaign based on the results. You can also use software that provides you with a sender score. This score helps you to know whether your emails are genuine or spammy in nature.  If you want to improve your open and click rates, you must take the inactive email addresses off your list. Watch out for the sudden rise in bounce rates and keep sending test emails to your own account to deal with such issues successfully.

Avoid Excessive Links

Marketers love stuffing their emails with URLs of their company products. Well, it is better not to. Too many links are a major indicator of spam emails. You also might have used those URL shorteners, but just so that you know, they are the devils that get your emails flagged.  To avoid sending your emails to your reader’s junk folder, it’s better to use just one URL or maximum two and not oversell.

Do not buy email lists

This is a shortcut used by several marketers, but it’s the last thing that you should indulge in. Unknown email addresses can expose you to spam traps and can be damaging to your business objectives. So, it is better to go the organic way and maintain the list of your loyal customers.

Final Words

Apply the tactics as mentioned above and be proactive with your email marketing activities. You will definitely succeed in reaching your customers the right way.

This article is written by Mr. Maulik Shah. He is the founder & CEO of Biztech IT Consultancy Pvt Ltd., one of the leading web design and Development Companies in India. He also runs Biztech Blog, where he shares insights from the world of eCommerce and other web based technologies. Follow him: Facebook | Twitter | LinkedIn.