Best Practices for Email Deliverability

Author Image By ashu masih

Last Updated: June 11, 2024

4 minutes

Delivering your message to the intended recipient is important when it comes to communication through email. Your campaigns will perform better if you follow this guide’s instructions on how to improve email reputation and deliverability.

If you would like to begin producing emails that will have high deliverability rates, you can make use of an email template generator

Understanding Email Deliverability

Delivering emails to the recipient’s inbox is quite a task and to do that without any hindrance, some factors must be considered which classify the email as spam. Those factors are the sender’s reputation, the activity level of subscribers & technical settings of the email service.

Understanding the Significance of a Good Sender Reputation

Hence, it is very crucial to ensure that you do not get your emails spammed, you have to ensure that you’ve got a good sender reputation. This reputation depends upon the number of emails sent by you, the number of your emails marked as spam, and how users interact with your emails.

How Engagement Affects Deliverability

This includes the open rates, click rates, and frequency of emails being directed to the spam folder among others. ISPs then use these metrics to decide whether the recipients would find your emails appealing.

Tactics to Enhance Email Delivery

1. Cleaning the email list on a routine basis

It is crucial to clean up your email list to eliminate all the subscribers who are no longer active. Daily list cleaning keeps the engagement rate high, thereby keeping the sender’s reputation high.

2. Optimize Your Sending Frequency

Sending a lot of emails might be offensive to the subscribers, which will eventually lead to more unsubscribes and if you send too less, then your subscribers might forget about you. Hence, a balance has to be achieved between high audience engagement and delivery rates  

3. Choose a reputable email service provider

Deliverability can be significantly enhanced if you use a reliable Email Service Provider (ESP). To improve the likelihood that your emails won’t be marked as spam by ESP, they can ensure that they adhere to the rules and regulations of today.

Technical Best Practices

Setting Up Authentication Protocols

The use of certain measures like SPF, DKIM, and DMARC can help in proving the sender’s authenticity of the emails and hence improve the chances of delivery. It also has the added benefit of being a clear indicator of authenticity that should make ISPs believe the emails you are sending are genuine.

Keep Your IP Address Stable

The use of a single shared IP address is advisable when sending out emails so that the ISPs can identify the outgoing traffic as genuine. If you are planning on sending a lot of emails out then it might be beneficial to have a dedicated IP.

Best Practices for Email Content

Avoid Spammy Language

You can improve email deliverability by reducing the use of certain words and phrases that could be considered spam. Words like free, guarantee, no risk, and urgent are often filtered and your emails may be blocked or redirected to the spam folder. Instead, try to concentrate on writing straightforward and businesslike messages that convey the message of relevance without employing the call-to-action phrases.

 Personalize Your Emails

Email personalization can be particularly effective in email marketing as it is capable of increasing engagement rates by a large margin. The inclusion of the recipient’s name and the customization of the content of the email based on their interests, previous purchases, or interaction with the brand make it more personal and exciting.

Optimize Email Design

The appearance of the email is also significant when it comes to the success of your business communication through email. Ensure that your emails are aesthetically pleasing and user-friendly in a variety of email programs and devices.

Measuring Email Deliverability Success

1. Delivery Rates

 The number of delivered messages is expressed as a percentage of the total number of messages sent.

2. Bounce Rates

The number of emails rejected by mail servers per second.

3. Open Rates

How frequently the messages are being opened, can be an indication of how appealing the subject lines and the content of the initial message are to the recipients.

4. Spam Complaints

How often do users categorize your emails as spam? High click-through rates may suggest problems with content or targeting of an audience.

Summing It Up

Improving email deliverability is thus an ongoing process that necessitates the observation of diverse habits, the development of new techniques, and adherence to emerging email standards. Adhering to these best practices can help you improve inbox delivery, protect your email domain reputation, and ensure that your messages are delivered. This can also be simplified by employing an email template generator to create acceptable emails that adhere to deliverability regulations.

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Author’s NameNoor

Categories: Technology


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