top 10 tips for email deliverability success
Post on 17-Oct-2014
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Authentication. Whitelists. Spam complaints. Gmail. Metrics and more metrics. Ensuring email deliverability is harder than it sounds in today's complex technical landscape. This report (and this tip sheet) will make sure that your team has all the nifty-gritty know-how you need to get your best messages into inboxes -- and to protect your sender reputation. For more, visit: http://www.responsys.com/blogs/nsm/email-marketing/introducing-new-school-marketers-guide-email-deliverability/TRANSCRIPT
The New School Marketer’s Tip Sheet for
Even the world’s most engaging marketing email makes little impact if it’s not armed against today’s deliverability challenges. Get started with these ten tips for reaching the inbox.
Get our 33 page eBook, “The New School Marketer’s Guide to Email Deliverability,” to dig deeper into each of these email deliverability tips and find up-to-date advice on developing trends, regulations and technologies that impact your ability to reach the inbox.
Tip #1
Warm up your IP address by sending email to a small, highly engaged audience at volume levels prescribed by the top Internet Service Providers (ISPs).
Combat forgery and fraud with key measures of email authentication including, Sender Policy Framework (SPF), Domain Keys Identified Mail (DKIM) and Domain-based Message Authentication (DMARC).
Collect feedback from Gmail users by leveraging ‘List Unsubscribe,’ since Gmail does not o�er feedback loops, unlike most ISPs.
Tip #2
Tip #3
Remember that whitelisting is not a free pass to the inbox. Rather it’s a declaration to an ISP that you will be sending high volumes of email from a particular IP address.
Tread carefully with new email sign-ups. For example, avoid incentivizing sales associates for email signups as it leads to a very low quality of email addresses entered.
Tip #4
Tip #5
Reinforce subscriber expectations and communicate clearly by sending a welcome message or series.
Tip #6
Keep subscribers from becoming inactive by creating a re-engagement strategy that uses changes in email frequency and content.
Review bounced emails regularly to look for unusual issues, trends and to periodically purge your lists.
Tip #7
Tip #8
Embrace Gmail’s tabs. Don’t spend time trying to change how Gmail classifies messages, you are most likely in the correct place – concentrate on the messaging instead.
Tip #9
Understanding the CAN–SPAM act is not enough. Many countries have much stricter laws than the U.S. for governing permission to send email.
Tip #10
Download the eBook