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Tips to improve your email deliverability

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Improving email deliverability is crucial for ensuring your messages reach your subscribers’ inboxes. Here are some tips to help enhance your email deliverability:

1. Build and Maintain a High-Quality Email List

  • Double Opt-In: Use double opt-in to confirm subscribers’ email addresses and ensure they genuinely want to receive your emails.
  • Clean Your List Regularly: Remove invalid, unengaged, and inactive email addresses. This helps maintain a healthy sender reputation.

2. Authenticate Your Emails

  • SPF (Sender Policy Framework): Implement SPF to specify which mail servers are allowed to send emails on behalf of your domain.
  • DKIM (DomainKeys Identified Mail): Use DKIM to sign your emails, verifying that they are indeed sent from your domain.
  • DMARC (Domain-based Message Authentication, Reporting & Conformance): Set up DMARC to protect your domain from email spoofing.

3. Maintain a Good Sender Reputation

  • Monitor IP Reputation: Use tools like Sender Score or MXToolbox to monitor your sending IP reputation.
  • Avoid Blacklists: Regularly check blacklists and take steps to delist your IP if it gets blacklisted.

4. Engage Your Subscribers

  • Relevant Content: Send valuable, relevant, and engaging content that your subscribers want to receive.
  • Segmentation: Segment your email list based on interests, behaviour, and demographics to send more targeted emails.

5. Manage Email Sending Practices

  • Consistent Sending Schedule: Maintain a consistent sending frequency that your subscribers expect.
  • Avoid High Volumes at Once: Gradually increase sending volume to new lists or IPs to avoid triggering spam filters.

6. Email Content Best Practices

  • Compelling Subject Lines: Write clear and relevant subject lines without using spammy words or all caps.
  • Balanced Text and Images: Ensure a good balance between text and images in your emails. Too many images or all-image emails can trigger spam filters.
  • Include Unsubscribe Link: Make sure to include a clear and easy-to-find unsubscribe link in every email.

7. Technical Setup

  • Use a Reliable ESP (Email Service Provider): Choose a reputable ESP that follows best practices and has a good reputation.
  • Optimize for Mobile: Ensure your emails are mobile-friendly as many users access emails on mobile devices.

8. Monitor and Improve Engagement Metrics

  • Track Open and Click Rates: Use analytics to track open rates, click-through rates, and engagement levels.
  • Re-Engagement Campaigns: Run re-engagement campaigns for inactive subscribers and remove those who don’t respond.

9. Avoid Spam Traps

  • Do Not Purchase Lists: Avoid buying email lists, as they often contain spam traps and low-quality contacts.
  • Clean Up Bounced Emails: Remove email addresses that consistently hard bounce to reduce the risk of hitting spam traps.

10. Stay Compliant

  • GDPR and CAN-SPAM Compliance: Ensure your email practices comply with regulations like GDPR and CAN-SPAM, including providing an easy opt-out mechanism and honoring unsubscribe requests promptly.
  • Transparent Policies: Be transparent about how you collect and use email addresses.

11. Feedback Loops and Whitelisting

  • Set Up Feedback Loops: Register for feedback loops with major ISPs to get notifications when your emails are marked as spam.
  • Encourage Whitelisting: Ask your subscribers to add your email address to their address book or whitelist to improve deliverability.

12. Email Testing

  • Test Emails: Regularly test your emails for spam triggers using tools like Litmus or Mail-Tester.
  • A/B Testing: Conduct A/B testing on subject lines, content, and sending times to see what works best for your audience.

By implementing these tips, you can improve your email deliverability, ensuring your messages reach your subscribers’ inboxes and engage them effectively.

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