8 Ways to Improve Your Outbound Email Deliverability

8 Ways to Improve Your Outbound Email Deliverability

by Jeremy Unruh | November 7, 2016

Your email list is growing, your content is on point, but wait…your delivery percentage is dismally low! How are your going to turn these emails into sales if you can’t reach your customers? These 8 tips to improve your outbound email deliverability will ensure your message reaches everyone on your list.

1. Clean Before You Import

Scan all lists before you import them, especially those from contests and trade shows. Remove duplicates and then vet all emails thru a service like Email Checker or Mail Tester. And of course, only import emails from reputable sources!

2. Keep Your List Healthy

Purge! Remove dead and bounced emails after every e-communication (ok, or once a month!) Then consider sending an annual double opt-in email. Ask your customers if they want to keep hearing from you. Survey format is the best way to do this. Ask them what they want to hear, but give them the option to opt-out too.

3. Segment

Keep emails received from different places in separate places. This is a good way to stop a bad apple new email from ruining your current list, and gives you the space to test content and other measurables with different groups.

 

4. Find the Copy/Image Balance

Graphics heavy emails are more likely to be sent to spam. But, copy heavy promotional emails are fussy and old fashioned. It’s all about balance. Depending on your brand message 20-35% copy is about right.

5. Be Consistent

Find a regular email schedule and stick to it. If you’re emailing more than once a week you better have a very good reason! Monthly limits keep your message focused but gives you some flexibility with timing.

6. If You Love Them, Let Them Go

Unsubscribing should be easy. Make it clear and simple. If customers don’t see where to unsubscribe they will just hit that dreaded spam button.

7. Send As A Friend

Don’t be anonymous. Use your customers name in the TO space and yours in the FROM space. Depending on your company voice this could be the company name, or CEO’s, or Social Media Managers, or better yet, mix it up depending on context. Oh, and set up an email for replies and then actually check it! It will help reach customers who have immediate questions and get you info on bouncing or dead emails.

8. Test and Watch Your Analytics

Your email service provides them for a reason. Test subject lines, TO and FROM copy, purge your list, and check the analytics to make sure your delivered percentage keeps crawling up!

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