Maximize Email deliverability to improve business growth

You’ve probably read all the tips about subject lines, open rates, engaging content, powerful CTAs, and strategic email landing pages. But let’s take a big step back and look at the picture from its most foundational level — email deliverability. To Maximize Email deliverability to improve business growth, you need to be familiar with these  tactics

Maximize Email deliverability to improve business growth

Prime your IP for success.

The job of ISP filters is to defend against spam emails. How do you tell these filters that your IP is valid and trustworthy?Start an Email Marketing campaign by sending small batches of emails.

Implement a sender policy framework.

A sender policy framework or SPF increases your trustworthiness in the eyes of the receiving email server. The server can cross check the domain name against the associated IP address to make sure that it is legitimate. If you don’t have an SPF in place, your emails might be rejected.

Check your sender reputation.

The biggest reason why your emails are not delivered is due to a low sender score. ISPs automatically reject any emails that fall below a certain score.

Return Path produces sender Score. Sender Scores assigns a number to every outgoing mail server. The score is calculated by using traditional email metrics such as unsubscribes and spam reports.

Stick to a consistent send schedule.

One cause for lower sender score and IP rejection is random and erratic broadcast activity. If you are not maintaining a regular schedule with your emails, it creates sending spikes. Do your best to stick to a consistent email sending schedule.

Check feedback loops.

Most major ISPs provide feedback loops, in which the email sender can gain information from the recipients who have complained about that sender’s email. Complaint Feedback Loops or FBLs.

Filter contest entry email signups.

The worst email lists are created from giveaways or signups. People, true to their nature, will attempt to enter multiple times using invalid or nonexistent email addresses. They don’t care about getting on your email address list; they care about a chance to win a free iPad mini.

Send emails at just the right frequency.

Too many emails can burn your subscriber list. Too few emails can kill your revenue.

So what do you do to Maximize Email deliverability? You send just the right number of emails. The only way you can find that perfect number is by thoroughly testing, which isn’t easy. Plus, it takes a long time, during which time you might make some mistakes.

Use branding in your “from” name.

Using your brand’s name in your “from” line will help to reduce spam complaints. Increasingly, some companies use a front person, an individual, to head up their email marketing in order to improve business growth and  give it a more personal feel. You can still use this approach. Just add “from” after the individual’s name.