Optimising email marketing deliverability - image of screwed up white paper and a paper plan on a blue background

Optimising email marketing deliverability

Like any area of the digital marketing spectrum, email marketing is constantly evolving and changing. This month, there are some key changes afoot from Google and Yahoo that might impact your email marketing deliverability.

So let’s keep up with the latest trends and best practices, stay ahead of the competition, and keep your awesome emails out of the spam folder. In this article, we share some of the tips and tricks for optimising your email marketing deliverability and making sure your emails actually reach your subscribers’ inboxes.

Why is email deliverability important?

Email deliverability is important because it directly impacts your email marketing performance and results. If your emails end up in the spam folder or get bounced, you are wasting time and money. Not to mention missing out on potential customers and revenue.

On the flip side, if your emails land in the inbox, you have a higher chance of getting your message across, building trust and loyalty, and driving conversions and sales.

Get an email deliverability health check

Give your email marketing the best chance of staying out of the dreaded spam folder reaching your subscribers’ inboxes. Find out how your list checks out against our email deliverability checklist.

How to improve email deliverability

There are a lot of factors that influence your email deliverability. Some of the key areas include:

  • Sender reputation
  • Correctly configured sender settings
  • Email content
  • Subscriber engagement

Here are some of the best practices that you can follow to improve your email deliverability:

1. Maintain a clean and healthy email list

Size isn’t everything! Just because you have a huge number of subscribers, doesn’t mean they all want or need your email messages.

Keeping your list clean means you have an engaged audience who want to receive your mail. Make email list hygiene part of your regular processes so that you remove any invalid, inactive, or unengaged subscribers.

It sounds counterintuitive, but make it easy for people to unsubscribe. That way your list will self-regulate and subscribers keep your list clean themselves. A double opt-in process to verify your subscribers’ consent and email address, also helps to keep your email list healthy and maintain your sender reputation.

2. Configure your sender settings correctly

Your sender details also make a difference to email deliverability. You should use a consistent and recognisable sender name and email address from your own domain.

Email providers are tightening up on bulk email sent from free or generic domains, such as Gmail or Yahoo. Avoid using this sort of free email as the sender address for your email newsletter. The chances of your messages being filtered into the spam folder are much higher.

Lastly, it’s really important to authenticate your domain and email address, using protocols such as SPF, DKIM, and DMARC, to prove that you are a legitimate and trustworthy sender. If this all sounds like complete gibberish, we can help! Book a call to find out how.

3. Optimise your email content and design

Or, don’t bore the pants off your subscribers. Creating relevant and engaging email content that matches your subscribers’ interests, preferences, and expectations is an absolute minimum. Who would want to receive a boring, irrelevant email?

Design is key as well. Optimise your email template for accessibility and readability. Email design should be invisible and should never get in the way of your message.

Certain words are spam folder candidates. Avoid using spammy words, such as “free”, “guaranteed”, or “urgent”. Instead, use clear and catchy subject lines and preheaders in plain English.

Finally, be sure to test and preview your emails on different devices and browsers, and make sure they are mobile-friendly and responsive.

4. Segment and personalise your email campaigns

Segmenting your list to send different messages to different groups will make your message much more relevant. You can segment your email list using criteria such as:

  • Demographics (e.g. age, gender identification, location, employment, education)
  • Behaviour (link clicks, actions on your website)
  • Purchase history

This sort of targeted and personalised email campaign can increase your email relevance and value. And can improve your open rate, click-through rate, and conversion rate.

5. Monitor and measure your email performance

Do you know how effective your email is once you’ve hit send? There’s a whole smorgasbord of delicious data from an email campaign that can inform your future email marketing efforts.

There are some caveats to how we read data from email marketing campaigns. Not least the Apple Mail Privacy Protection changes that happened back in 2022 which automatically show emails as opened regardless of actual user interaction. As with any data, looking for trends is more valuable than getting hung up on the individual details.

Nevertheless, tracking and analysing your email metrics keeps you on top of how your list is performing. Keep an eye on:

  • Delivery rate
  • Open rate
  • Click-through rate
  • Bounce rate
  • Unsubscribe rate
  • Spam complaints

Finally, if your list is big enough, A/B testing is a great way to optimise your messaging. This simply means sending different versions of your emails to small groups and monitoring which one performs better. If there is a clear winner, you send this one to your full mailing list.

Next steps to improve email deliverability

Following these tips and tricks will help you optimise your email marketing deliverability and achieve higher inbox placement rates. Which will all go a long way to helping you improve your email marketing performance and grow your business.

If you have any questions, feedback, or need some assistance, please book a call and we can talk about next steps for your business.