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Your Email Marketing Deliverability Checklist

Written by Anna Milward on January 20, 2015

Email marketing is a very effective way to grow your business, but if your emails are landing in your recipients’ spam folders instead of their inboxes you’re not going to get the results you want. Even as a legitimate email marketer, there are some common problems which can lead to your emails being wrongly marked as spam and this can affect your deliverability rates at the time you send your emails and well into the future.

It’s important to avoid doing anything that could negatively effect your deliverability if you want your email marketing efforts to work. Here’s a checklist that every email marketer should use before they hit send to help ensure that their marketing emails have the best possible chance of landing in their recipients’ inboxes and not anywhere else.

1. Are there any spam trigger words in the subject line?

Spam trigger words are words or sometimes phrases which are commonly used by spammers and are therefore likely to see your email filtered straight into the junk folder. Lists of spam trigger words vary slightly between different ISPs and they are constantly being updated. If you want to keep your delivery rates healthy overall, it’s best to avoid using these words.

 2. Does your email contain two to three external links?

You want your recipients to be able to click on links and go straight to your website from your email but too many links within the text of an email message can get you on the wrong side of the ISPs. Make sure you have no more than two or three links in each email before you hit send.

3. Is there a clear unsubscribe link?

To be compliant with spam regulations, your email should always have a clear unsubscribe link so that your recipients can stop receiving future emails if they don’t want to hear from you any more. Make sure your unsubscribe link is positioned clearly so it can be easily found.

4. Is it clear who the email is from?

Sender information is essential for every email that you send, not only to keep on the right side of spam legislation, but so that your recipients know who their emails are from. As long as they trust you and have agreed to receive your emails, making yourself known as the sender can only be of benefit to your deliverability and open rates.

5. Are you regularly maintaining your email list?

Repeatedly being marked as spam can affect your overall deliverability rates therefore it’s important that you regularly monitor your email list and prune it as necessary to remove people who who aren’t opening your emails. Continuing to send emails to people who don’t want to receive them can increase the chances they will mark you as spam and affect your overall deliverability rates.

Maximising your deliverability should be at the core of any email marketing strategy if you want to get results. Make sure your emails are optimised for deliverability and you’ll have the best possible chance of ending up in your recipients’ inboxes and not their spam folders.

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