Maximizing Inbox Delivery Success

Best Practices in Email Marketing 2019

Table of Contents

There’s a reason you’re undertaking email campaigns, and it’s probably not to fill up recipients’ spam folders. This article will cover techniques you can use to increase the likelihood that your emails get delivered to inboxes, increasing the number of clicks and views on your content and homepage.

Implement Email Authentication

Email authentication proves that your message came from who it says it come from and that it’s legitimate. By adding DKIM and SPF records to your Sendloop account, you can increase the likelihood of your email reaching your recipients.

Focus on Your Most Engaged Subscribers

Many email providers look carefully at how much people engage with your emails–Do they open your emails? Do they click on the links you provide? Do they mark them as spam, or do they add you to their whitelist? To maximize your emails’ deliverability, you want your engagement score (which measures your users’ engagement with your emails) as high as possible. Here are some ways you can do that.

Engage in List Hygiene

Email list hygiene is important because it ensures that you’re only using addresses that you should be. You can use email validation services (such as Data Validation or BriteVerify) to make sure that all of the addresses are valid, which reduces the number of hard bounces. You can also send opt-in reminders to your subscribers periodically; those who respond are particularly interested in the content you’re sending and are therefore more likely to engage with your emails.

List Hygiene Services

Implement Double Opt-in

To keep your email lists “clean”, you can also implement double opt-in. This means that, to subscribe to your emails, your users have to provide their email address and then confirm their subscription by email. This ensures that only the most interested viewers end up on your lists.

Deliver High-Quality Content

Focus on delivering high-quality content, especially since spam filters have gotten quite strong and can parse text the way humans would. Take note on how you’re handling the following things to make sure that your email doesn’t get caught by spam filters:

  • Check your HTML using a linter, such as Dirty Markup, to ensure that your code isn’t broken;
  • Don’t include links from blacklisted domains;
  • Keep your text to image ratio small, since a lot of images tends to indicate a spammer attempting to bypass the parsing abilities of a spam filter.

Minimize Complaints

You might still receive complaints even if you only include confirmed, opted-in subscribers in your campaigns. They may have forgotten that they chose to subscribe, or they may have changed their mind as to whether they want to receive your messages or not. However, you can reduce spam complaints by doing the following:

  • Make the unsubscribe link prominent in your email;
  • Handle unsubscribe requests promptly (and remove the users who complain about your emails!);
  • Add a sentence or two at the top of your body reminding readers that they have opted-in to your emails;
  • Ensure that your content is related to your subject line (and vice versa);
  • Think through your email frequency–does it match what subscribers expect?

By using the techniques discussed above, you can greatly improve the deliverability rate of your email campaigns. However, if you need additional assistance, please feel free to contact us.