Boost Your Email Deliverability: Expert Tips Inside
As an email marketer, I’ve faced the disappointment of sending perfect emails only to see them in spam. It’s a common problem, but there are ways to beat it. In this guide, I’ll share 12 expert tips to help your emails reach your subscribers’ inboxes.
Key Takeaways
- Authenticate your domain with SPF, DKIM, and DMARC to improve email deliverability
- Warm up your IP address to establish a positive sender reputation
- Monitor your sender reputation and address any blacklisting issues
- Implement a double opt-in or confirmed opt-in process to build a quality email list
- Avoid spammy words and phrases to bypass content filters
Getting your emails to the inbox is key for email marketing success. With these tips, you can tackle the challenges of email deliverability. Let’s explore how to make sure your messages get to your audience!
Understanding Email Delivery and Deliverability
As an email marketer, knowing the difference between email delivery and deliverability is key. Email delivery means your message gets to the recipient’s server, but it might not end up in their inbox1. Deliverability, or inbox placement rate, shows how many emails actually land in the inbox1.
What is Email Delivery?
Email delivery is a basic check if your email was accepted by the recipient’s server. If it’s not bounced, it’s delivered. But, it doesn’t tell you if it’s in the inbox or spam folder1.
What is Email Deliverability?
Email deliverability focuses on getting your emails into the inbox. It’s about the percentage of emails that make it to the inbox, not spam1. Keeping a high deliverability rate is crucial for your email campaigns to succeed1.
Tracking bounce rates, open rates, and other metrics helps you understand your email’s performance1. This knowledge lets you improve your email marketing and connect better with your audience1.
| Industry | Average Bounce Rate |
|---|---|
| Architecture and Construction | 1.32% |
| Agency | 0.76% |
| Medical, Dental, and Healthcare | 0.67% |
Industry data shows bounce rates vary widely2. The Architecture and Construction sector has a 1.32% bounce rate. Meanwhile, the Agency and Medical, Dental, and Healthcare sectors have lower rates of 0.76% and 0.67%, respectively2.
Keeping a high email deliverability rate is vital for your campaigns’ success. Email deliverability rates for ESPs range from 83% to 89% on average2. Some ESPs, like ActiveCampaign and Mailchimp, have even higher rates of 93% and 92.7%, respectively2. A rate over 89% is considered strong, and above 95% is excellent2.
Remember, a deliverability rate below 80% means you need to improve fast2. By understanding the difference between delivery and deliverability, you can make your email marketing better and reach your audience effectively12.
Authenticate Your Domain with SPF, DKIM, and DMARC
Getting your emails to your subscribers’ inboxes is key for good communication and marketing. One important step is email authentication. This checks if your domain and sender are real3. Starting in February 2024, Google and Yahoo will ask bulk email senders to prove their emails are real3.
Bulk senders, those sending over 5,000 emails a day, must show they own their domain’s FROM address3.
SPF, DKIM, and DMARC are the main ways to check if an email is real4. SPF stops fake emails by saying who can send emails from your domain4. It helps keep your emails safe from hackers and spammers4.
3 A typical SPF record looks like this: “v=spf1 ip4:64.34.183.84 ip4:64.34.183.88 include:mmsend.com -all”3. If the sending IP is not on the list, your email might get rejected or sent to spam3.
4 DKIM checks who sent the email with a secret key4. It makes your emails safer and helps them get to the right inbox4. Many domain hosts, like Google and Microsoft, have guides for setting up DKIM4.
3 DMARC is like a report card for your emails3. It tells email providers how to handle emails from your domain3. You can choose to let emails through, send them to spam, or block them3. DMARC reports help you see where your emails are coming from3.
Using SPF, DKIM, and DMARC shows the world your emails are real. This means your messages are more likely to land in your subscribers’ inboxes, not spam3.
Warm Up Your IP Address
Before you start sending emails from a new IP address, it’s crucial to warm up your IP5. This means sending more emails slowly to build a good reputation with ISPs5. A good IP warming strategy helps your emails get through without problems.
Importance of IP Warming
IP warming keeps your sender reputation healthy5. ISPs notice emails when you send about 100 per day5. They look at send volumes, open rates, and spam complaints to judge your IP5.
Quickly sending lots of emails from a new IP can seem suspicious5. So, you need to warm up your IP for 15 to 60 days, based on how many emails you plan to send5.
Start with low volumes of emails that people interact with, like purchase receipts5. This builds a good reputation for email deliverability5. Use tools like MXToolbox and Google Postmaster Tools to check your reputation5. Also, write good emails and set up email authentication properly5.
Warming up an IP address is a gradual process6. Start with a few emails and slowly increase the number6. ISPs watch email volume to spot spam, so a slow warm-up is key6. Tools can help manage email volume to keep your reputation safe6.
Keeping a good domain reputation is also key for email deliverability7. Use email authentication (SPF, DKIM, DMARC) to make your IP more reliable7. Know the sending limits of email services to avoid being flagged7. Also, send quality emails that people want to read7.
“Warming up an IP address is a critical step in establishing a strong sender reputation and ensuring your emails reach the inbox.”
By following a structured IP warming strategy and best practices, you can build a positive reputation with ISPs567. This ensures your emails get to your subscribers’ inboxes567.
Monitor Sender Reputation and Blacklists
Keeping a good sender reputation is key to getting your emails delivered. Your reputation score shows how trustworthy you are as an email sender. It’s based on complaints, spam reports, bounce rates, and your email history8. A bad reputation can get your IP address blacklisted, hurting your email delivery9.
To keep an eye on your reputation, use tools like MXToolbox or Barracuda Reputation Block List10. These tools help you see how your IP and domain are doing. They let you fix any problems that might be hurting your emails.
It’s also important to check if you’re on blacklists. Being blacklisted can really hurt your email delivery. Many email services and spam filters will block or send your emails to spam folders9. By watching for blacklisting and fixing it, you can keep your reputation strong and get your emails to the right people.
| Metric | Ideal Range | Implications |
|---|---|---|
| Open Rate | 20-40% | A low open rate means your subject lines might not be grabbing attention8. |
| Click-Through Rate (CTR) | 2-5% | This shows how many people click on links in your emails8. |
| Unsubscribe Rate | Less than 0.5% | High unsubscribe rates mean your emails might seem off-topic8. |
| Soft Bounce Rate | Less than 3% | These are temporary delivery problems8. |
| Hard Bounce Rate | Less than 2% | These are permanent issues, like bad addresses8. |
| Blacklisted IP Impact | N/A | Being blacklisted means spam filters will flag your emails8. |
By watching your reputation and avoiding blacklisting, you can make sure your emails land in the inbox. This keeps your subscribers happy and builds a good relationship with them10.
“Maintaining a strong sender reputation is crucial for email deliverability. Regularly monitoring your reputation and taking proactive steps to address any issues can make a significant difference in the success of your email marketing campaigns.”
Implement Double Opt-in or Confirmed Opt-in
Having a good email list is key for successful email marketing. Using double opt-in or confirmed opt-in helps make sure your list is full of real, interested people. This method boosts your emails’ delivery, engagement, and conversion rates11. It also keeps your list clean by stopping bots from sending junk emails, which can harm your reputation11.
The double opt-in method asks people to confirm their email after signing up. This step checks if the email is real and if the person wants to hear from you11. Countries like Austria, Germany, and Norway even require this for legal reasons11. While it might make signing up a bit harder, the benefits of better delivery and fewer spam complaints are worth it11.
When you start using double opt-in, make sure it’s easy for people to follow. Your confirmation pages should clearly tell people what to do next. Also, keep your confirmation emails simple and on-brand to keep the message clear11. This way, you can start building strong relationships with your subscribers right away11.
| Feature | Details |
|---|---|
| Double Opt-in Confirmation | Exclusive to email confirmation messages, not WhatsApp or SMS subscriptions12 Manually created contacts require a separate opt-in email to be sent12 Disabled double opt-in makes previously confirmed contacts eligible for email12 Settings are specific to the email address submitted on the form12 Unconfirmed contacts are dropped from marketing emails when enabled12 Can be set up across all forms in the account12 Contacts from email sent via sales tools need to confirm subscription12 Manually sending opt-in email won’t work for unsubscribed contacts12 Can be enabled for specific forms or pages in Pro/Enterprise accounts12 Previously sent marketing emails remain eligible if double opt-in wasn’t enabled12 Not supported for Business units add-on’s form configuration12 Unconfirmed contacts are removed from marketing emails after enabling12 Can be enabled for all or some forms and pages12 Customizable sender, email language, and subject line in Starter/CRM accounts12 |
Using double opt-in or confirmed opt-in is a smart way to grow a quality email list. It makes sure your subscribers’ emails are real, boosts delivery and engagement, and builds trust from the start13. Although it might slow down sign-ups a bit, the benefits of a better list and more engaged subscribers make it worth it13.
“Double opt-in can foster trust with subscribers and improve open rates, click-through rates, and conversions.”13
By using double opt-in or confirmed opt-in, you can create a more reliable and active email list. This leads to better delivery, higher open and click-through rates, and more successful email campaigns1113.
Simplify the Unsubscribe Process
Keeping your email list healthy is key for good deliverability and reputation. It’s vital to have a smooth unsubscribe process for your subscribers. The average company sees about 0.17% of its email list unsubscribe, and high spam complaints can hurt your deliverability14.
When it’s hard for people to unsubscribe, they might mark your emails as spam. This can really hurt your email marketing14. Making it easy for people to unsubscribe is not just legal; it’s also good for your email list and deliverability.
Make sure every email has a clear unsubscribe link or button. It should be easy to find and click14. Also, don’t send extra emails asking if they really want to unsubscribe. This can annoy your subscribers14.
Think about creating a special page for unsubscribing. Here, people can change their email settings or opt out of certain lists15. This can make the process more personal and better for everyone15.
By making it easy to unsubscribe, you help your subscribers and keep your reputation high15. Respecting people’s choices and making it simple to manage their emails can build trust. You might even keep them interested in other ways14.
Avoid Spammy Words and Phrases
Creating engaging email content without landing in the spam folder is a challenge. Some words and phrases can set off spam filters, sending your emails to junk mail. Nearly one in five emails get caught by a spam filter and sent to the spam folder16. It’s key to watch what you write.
Words like “Claim your discount NOW!” and “Act immediately” can trigger spam filters. Gmail’s spam filter caught all promotional emails mentioned in the content16. Stay away from using characters like “, >, !” and avoid All CAPS and too many symbols or numbers.
Emailtooltester’s 2024 deliverability test found that ActiveCampaign had an average deliverability rate of 89.6%, leading competitors16. This shows the power of smart email content. By avoiding common spam words, you can improve your email’s reach.
Common Spam Trigger Words
- Claim your discount NOW!
- Act immediately
- Jackpot
- 100% FREE
- For only XXX amount
The CAN-SPAM Act can penalize violations up to $16,000 per email16. This highlights the need for careful email crafting. By avoiding spam triggers, you build trust and boost your marketing efforts.
80% of consumers are more likely to make a purchase when brands offer personalized experiences16. This shows the importance of tailored, spam-free emails that meet your audience’s needs.
“Emails can contain spam words in different elements, including the email body, header information, hyperlinks, image alt text, email footer and signature, email HTML and CSS code, and in attachment names or within attached files.”17
As you refine your email strategy, monitor your sender reputation and recipient engagement17. These aspects are vital for email success. By avoiding spammy language, your emails will reach the right people and foster meaningful connections.
Never Purchase Email Lists
Purchasing email lists might seem like a quick way to grow your email marketing. But, it’s risky and often doesn’t work well. It can really hurt your email deliverability18. Buying and selling email lists can be illegal in many places, like the U.S., Canada, and Europe. Laws like GDPR, CCPA, and CASL say you need clear consent to send emails18.
Good email marketing tools, like MailerLite, don’t let you buy lists. They know it can hurt your deliverability and break rules18.
Using bought email lists can really hurt your deliverability18. These lists might have spam traps and bad addresses. They can even get you blacklisted by ISPs18. Sending unwanted emails can also hurt your brand’s image. It might lead to unhappy customers and a bad reputation18.
The return on investment for bought lists is usually low. Emails often go to spam or promotion folders18.
Purchased lists can mess up your email marketing numbers. It’s hard to know how well your campaigns are doing18. These lists are often sold to many marketers. This means lots of emails to the same people, leading to low open rates18.
Even if sellers say their lists are good, you can’t be sure. There’s no promise the addresses are quality or will engage with your emails18.
Instead of buying lists, work on building your own email list. Use honest and effective ways like double opt-in18. This way, you’ll have a more engaged audience. They’re more likely to interact with your content and help your email marketing do better.
Email marketing is a long-term game. Building a strong email list takes time and effort. But, a well-built list can bring much better results than a bought one18. Choose the right strategies, and your email deliverability and marketing success will improve.
Clean Your Email Lists Regularly
Keeping your email list clean and updated is key for better email delivery and marketing success. Over time, your list can fill up with inactive users, people who don’t want to receive emails, and bad addresses. This can hurt your reputation as a sender and lower your email’s performance.
Best Practices for Email List Hygiene
To keep your email list in great shape, follow these hygiene best practices:
- Remove hard bounced email addresses from your list. Hard bounces mean the addresses are permanently bad and should be taken off right away19.
- Make a suppression list for inactive users. Move people who haven’t opened your emails in a long time (like 6-12 months) to this list. They won’t get future emails20.
- Check and remove unsubscribed users often. Keeping people who don’t want to receive emails can lead to more spam complaints and harm your reputation20.
- Use a sunset policy to automatically move inactive subscribers to a suppression list. This keeps your list healthy and active20.
- Use double opt-in or confirmed opt-in to make sure people really want to get your emails. This can cut down on inactive or uninterested contacts20.
By cleaning your email list regularly and following these practices, you can boost your email delivery, get more people to engage, and see better results from your campaigns192021.
| Email List Cleaning Best Practices | Benefits |
|---|---|
| Remove hard bounced email addresses | Improves deliverability, reduces bounce rates |
| Establish a suppression list for inactive users | Maintains an engaged email list, enhances sender reputation |
| Regularly review and remove unsubscribed users | Reduces spam complaints, protects sender reputation |
| Implement a sunset policy for inactive subscribers | Keeps the email list healthy and up-to-date |
| Use double opt-in or confirmed opt-in | Ensures subscribers are genuinely interested, reduces inactive contacts |
“Maintaining a clean email list is not just a best practice – it’s essential for the long-term success of your email marketing program. Regular list hygiene can lead to tangible improvements in deliverability, engagement, and ROI.”
By using these strategies for managing your email list, you can keep your contacts interested, protect your sender reputation, and make your email marketing campaigns successful192021.
Maintain Consistent Sending Frequency and Schedule
As an email marketer, it’s vital to keep a steady sending pace. This boosts your email’s reach and how well it’s received. The best times to send emails can change based on your industry. But, having a regular plan is essential for keeping your subscribers happy.
Sticking to a schedule helps your audience know when to expect your emails. This makes them more likely to open them. Studies show that sending emails twice a week can increase open rates by 75%22. Also, 43% of people like getting marketing emails weekly, and emails sent regularly get 60% more clicks22.
But, sending emails too often or too little can hurt your delivery rates. In fact, 25% of people get annoyed if they don’t get emails regularly22. Keeping a steady rhythm is crucial, as 80% of marketers see it as key to good delivery rates. And, 65% of subscribers like getting emails from brands at the same time22.
By being consistent, you earn your audience’s trust. This improves your reputation as a sender. And, it makes your email campaigns work better. Remember, being regular is key to getting your emails seen and opened.
Email Deliverability
Email deliverability is key to successful email marketing. It means your emails reach your subscribers’ inboxes. This isn’t just about sending emails; it’s about them landing where they should. Deliverability rates show how many emails actually get to inboxes23.
A high deliverability rate, above 95%, is vital for your business23. For instance, a 98% rate with 1,000 subscribers means 20 don’t get the email23. Things like sender reputation, authentication, and being blacklisted affect deliverability23.
Soft bounces are temporary issues, like full inboxes. Hard bounces mean permanent problems, like non-existent addresses23. Your sender reputation score is crucial, and using SPF and DKIM helps keep emails legitimate and out of spam23.
Deliverability can also be affected by ISPs and mail service infrastructure. Even if emails are delivered, low open rates can signal problems23. Keeping your list clean is key to maintaining a good sender reputation and deliverability23.
| Metric | Ideal Range |
|---|---|
| Deliverability Rate | 98-99% |
| Inbox Placement | 85% or higher |
| Bounce Rate | 1-2% |
| Spam Complaints | Less than 0.1% |
| Engagement (Open Rate) | 20-40% |
Improving email deliverability is more than just technical fixes. It’s about a whole strategy that focuses on subscriber engagement and sender reputation. By knowing the key metrics and best practices, you can make your email marketing more effective2425.
Conclusion
Boosting your email deliverability is key for your email marketing success. By using the tips and best practices from this guide, you can improve your email deliverability. This will help you reach more inboxes and get better results from your emails26.
The latest stats show the average email deliverability rate is 83.1%. Rates above 89% are considered excellent, and below 83% are poor26. Companies like ActiveCampaign and Constant Contact have rates of 94.2% and 91.7%, respectively. This shows how following best practices can lead to great inbox placement26.
27 With an average email deliverability rate of 79.6%, email marketing is very effective. It brings in $38 for every $1 spent. So, improving your email deliverability can really help your business27.
But, the email world is changing fast. 70% of emails are spam, and over 300 blacklists watch for suspicious senders27. Keeping a good sender reputation, following authentication rules, and keeping your audience engaged are crucial28.
Remember, email deliverability is a continuous effort. Keep an eye on your metrics, refine your strategies, and stay current with industry trends28. By using the advice from this guide, you’ll improve your email deliverability. This will lead to higher engagement and better results from your email marketing efforts28.
FAQ
What is email delivery?
Email delivery checks if your emails reach the recipient. If an email isn’t bounced, it’s delivered.
What is email deliverability?
Email deliverability shows how many emails land in the inbox. It’s different from email delivery, which counts all deliveries, not just to the inbox.
Why is email authentication important?
Email authentication proves your emails are real and not spam. Tools like SPF, DKIM, and DMARC help your emails avoid spam folders.
Why is IP warming important?
Before sending lots of emails, warm up your IP address. Start with a few emails to engaged users to build your reputation.
How can I improve my sender reputation?
Your sender reputation is based on complaints, spam reports, and your email history. Use tools to check your reputation and improve it to avoid being blacklisted.
Why is a double opt-in important?
Double opt-in checks if email addresses are real. It stops sending to uninterested users, boosting engagement.
How can I simplify the unsubscribe process?
Make unsubscribing easy by adding a clear link in your emails. This reduces spam complaints.
What are some common spam trigger words to avoid?
Words like “Claim your discount NOW!” can trigger spam filters. Avoid using all caps and symbols in your subject lines.
Why should I avoid purchased email lists?
Purchased lists can harm your deliverability. They may be invalid or against the law, leading to legal issues.
How often should I clean my email lists?
Clean your list regularly to remove bounced emails and inactive users. This keeps your deliverability rate high.
How important is consistent sending frequency and schedule?
Sending emails at the same time every week improves deliverability. Find the best days and times for your industry.
What is email deliverability?
Email deliverability is about getting your emails to the inbox. It’s a rate showing how many emails reach inboxes out of all sent.