strategies for improving email deliverability

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Strategies for Improving Email DeliverabilityBrought to you by EntrepreneurEnclave.orgRead more about this at: bit.ly/EmDeliv


Why should I be worried about email deliverability?

I’d like to start with a question:Are you sending emails to readers/customers in the United States?


Why should I be worried about email deliverability?

If you answered yes, did you know that email reaches the inboxes of American subscribers only 76% of the time?

In fact, the United States has the second worst deliverability rate in the world.

So, why worry about email deliverability? The answer is simple: If you don’t, you won’t get your message in front of a significant portion of your audience!


Deliverability rates vary by industry.


“Okay, now I’m worried. What can I do to address this?”

Don’t panic! This slideshow contains a list of action steps that you can implement today to ensure that your emails are actually reaching your prospects.

Let’s get started!


Double Opt-In

Don’t shy away from double opt-in. You might notice that some people fall through the cracks (i.e. pass the first opt-in and stop at the second) but that’s okay. Let’s see the benefits ---


Double Opt-In

Deters freebie seekers (people who want what you’re offering but don’t want to engage with you beyond that) and fake/spam subscribers.

Helps to keep your emails from being marked as spam.

Keeps your unsubscribe rate low.

Helps you to build a higher quality list – people who go through the trouble of confirming their subscription are more engaged.


Honest and Explicit “From” Fields and Subject Lines

Populate your “from” field with your brand name or something like “Person at [Brand Name].”

Use a subject line that actually reflects the content of your message. (That doesn’t mean you can’t be creative!) Subject lines that are deceptive or ridiculously vague are bad for business.


Segment Your List

One of the biggest mistakes made by email marketers is assuming that all subscribers are equal.

Measure interest and engagement and segment your list accordingly.

Segmentation helps to appropriately nurture your prospects, keep unsubscribe rates low, and improve overall engagement.


Sender Policy Framework (SPF)

SPF offers a higher level of assurance to ISPs that you are who you’re claiming to be, which increases the likelihood that they’ll deliver your message.

Your hosting company’s knowledgebase likely contains an article or two on setting up SPF for your domain.

Learn more at OpenSPF.org


Prune Your List on a Regular Basis

More is not always better!

If you have subscribers who haven’t engaged with you after several months, try sending them a special message to encourage a bit of activity.

If they don’t bite, take them off your list.


Work to Prevent Hard Bounces

If an e-mail bounces, remove the address from your list ASAP.

You can prevent bounces by… Utilizing double opt-in Validating your opt-in form Acquiring subscribers through legitimate means only


Summary

Enable double opt-in Use honest “from” details and subject lines Segment your list by activity, means of acquisition,

etc. Utilize the Sender Policy Framework (SPF) Prune your list on a regular basis Take steps to prevent hard bounces


Next Steps…

Looking to learn more? Check out our full post here: bit.ly/EmDeliv

Follow us on Twitter @EntEnclave

Read our other great articles –

Subject Line and Headline Copy: bit.ly/HeadlinesMatterGrow Your List: http://bit.ly/MailingListGrowthVisitors to Subscribers: http://bit.ly/Visitors2Subs

strategies for improving email deliverability

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