It might seem like email challenges are endless. But with a little knowledge and strategic planning, you can turn your inbox woes into opportunities to increase your deliverability rating, enhance subscriber engagement, and grow your business. A high deliverability rating indicates an email doesn’t have a high probability of being caught in spam filters. As such, more reputable senders may be more willing to accept emails from users who aren’t quite as trustworthy. If you want to improve your email deliverability rating, here are three strategies you should consider:
Create Brand-Safe Emails
To ensure your emails are as “brand safe” as possible, you need to make sure that your emails aren’t too similar to those of other senders. For example, you don’t want to reuse the same images as a competitor, or use the same subject line, without making any changes to the actual body of the email. You also don’t want to use a general name like “Dear Customer” or “Dear Prospect.” Instead, create specific emails with names that relate to your business, like “Annual Report for Your Investment,” or “New Seasonal Collection for Women.”
Test And Optimize Your Emails
Before you decide to lower your Open Rate or decrease your click-through rate to boost your email deliverability, make sure to test your emails. Start by sending a few different versions of your email, and tracking the results. You might see that one of your emails is getting more opens than the others, or that one has a high CTR, but not as many clicks. Once you’ve identified which emails are performing best, you can then focus on sending fewer emails and sending them to more recipients. Similarly, you can optimize your emails to boost the likelihood that they’ll be delivered. For example, you can replace difficult-to-read fonts with a more readable version, and remove hyperlinks where you no longer have anything to offer your subscribers. You can also add your signature in an image, to help improve email deliverability and possibly open new channels for click-throughs.
Use A Delivery Report Service
If you’re struggling to improve your email deliverability, you might want to consider switching to a delivery report service. A delivery report service is a type of email analytics tool that provides deliverability reports based on the open rate, click-through rate, and other factors of your emails. As such, you can see which of your emails are performing best, and optimize them before they fall below the radar of your subscribers. A delivery report might also reveal that some of your emails are getting caught in spam filters. You can then take action to improve the quality of your emails, and boost their deliverability rating.
Create A Double Opt-In Process
Double opt-in seems like something you’d do when you have a significant list, or are looking to take the next step in your relationship with subscribers. But double opt-in isn’t just for large lists. It’s a strategy that you can use with any list to boost your email deliverability rating. A double opt-in process generally involves collecting the email address, but not the full email address. Here are some examples of how you can use a double opt-in process for email marketing: – When you sign up for an online course and enroll in the autoresponder sequence, ask for the email address, but don’t share the actual email address. – When you sign up for a product or service, ask for the username, and not the full, real email address. – When you sign up for a membership, ask for the password, and not the full, real email address.
Build An Editorial List
One way to improve your email deliverability rating is to build a list of editorial subscribers. An editorial list is a list of people who have opted in to receive emails from you, but are also trusted to make decisions. Here’s how it works. You create a list for people with editorial control. For example, you might create a list for editors of your blog, or content creators who have agreed to receive emails from you. With an editorial list, you can still send transactional emails. But you’ve also got a chance to boost your email deliverability rating, and build your brand by cultivating a group of highly-engaged, trusted subscribers.
Create A Reputational List
Similar to an editorial list, a reputational list is a list of trusted subscribers who have opted in to receive emails from your brand. But with a reputational list, you have the opportunity to build a list of highly-engaged subscribers who have given you positive feedback, and shared your content. Here’s how it works. You create a list for people who have opted in to receive emails from your brand, but have also provided a testimonial.
Final Words
As you can see, there are many ways to improve your email deliverability rating. Now that you’re well-informed, it’s time to put your new knowledge into action. With a little effort, you can turn your email deliverability rating from a low point to a high point. Keeping your emails from being lost in the spam filter, increasing the number of subscribers who open your emails, and building a list of trusted subscribers is a great way to grow your business.
