As a small business owner, you put a lot of effort into creating the emails you send to your subscribers each week. Writing emails is no small task, as each part of the email plays a critical role in whether your reader stays engaged. From the subject line to the closing call to action, a well-crafted email is a piece of marketing art.
But what happens when you press the send button?
Does your email reach the inbox of your audience? Maybe, maybe not. It depends on your email deliverability – which refers to how well your emails are being delivered without being marked as spam or bouncing.
It’s a shame to spend all that time and energy creating the perfect email if it doesn’t reach the inboxes of the majority of your list, so let’s look at 5 ways to improve your email deliverability:
- Authenticate your emails. This lowers the chance that you will be mistaken as a spammer by spam filters, and it makes it harder for hackers to send email on your behalf. Setting up your Sender Policy Framework records (SPF) and Domain Keys Identified Mail (DKIM) protocol is a great first step to improving your email deliverability. Check with your web developer or email marketing platform for instructions to get your email authenticated.
- Get Positive Engagement. Email providers notice how your recipients are interacting with the emails you send. If they interact in positive ways (such as opening, scrolling, clicking, replying to, or forwarding), your deliverability can be enhanced. But negative interaction (such as being marked as spam or not opening) can reduce your deliverability. Pay attention to how your audience is engaging with your emails so you can make improvements where necessary.
- Don’t use spammy words in your subject lines. Certain words in your subject lines may land you automatically in the spam filter, or at the very least cause your readers to hit the spam or delete button. Email providers are getting more intelligent all the time, so just using a word like “FREE” isn’t a guarantee that you’ll get flagged as spam, but it’s worth being intentional about your phrasing. Click here for a list of words to be aware of and use cautiously.
- Clean your list regularly. If you’re sending to bad email addresses and uninterested recipients, your send credibility will go downhill fast. There’s just no benefit to emailing to this portion of your list. Get rid of the dead weight and lighten your list by filtering out hard bounces, invalid email addresses, and the unengaged.
- Segment. The people on your list are there for a reason, and they’re not all there for the same reason. Sort your list by identifying why they connected with you, and then send each group of people emails that correspond to their interest. You’ll increase engagement, lower spam complaints and build better relationships with your list.
The payoff for being intentional about these suggestions should be better email deliverability and even better ROI on your email marketing efforts. You work hard on your business and marketing; let’s get more of those emails into inboxes where they belong.