How To Improve Email Deliverability
One of the most common questions I get asked is…“How can I improve email deliverability?”
Did you know… the biggest factor in helping you improve email deliverability is non-technical.
It also sits entirely within your control.
Email delivery isn’t the sole responsibility of your email marketing platform (although they do play their part).
How’s Your Sender Reputation?
The secret ingredient for high delivery rates is… your sender reputation!
Whether your emails are received by your recipient has more to do with your past history.
This mainly means the level of engagement rather than your choice of email marketing tool.
- Did the recipient open previous emails?
- Have they clicked any links?
- Do they reply or forward an email?
When a significant proportion of your email list regularly do any or preferably all these things, it boosts your email sender reputation.
The email service providers such as Google, Outlook and Yahoo! learn to trust your emails.
Are you taking proactive steps to engage and clean your list?
Removing unengaged or bounced contacts is one way to improve your sender reputation.
Segmenting your database to email engaged contacts more frequently is another tactic.
If you’re sending regular broadcast emails to your entire database you may slowly be burning your list!
We’ll talk more about segmentation next time.