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How do you guarantee your emails reach your subscribers?

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Email marketing is one of the most effective ways to communicate with your audience and drive conversions. But what if your emails never reach your subscribers' inboxes? How can you ensure that your email campaigns are not blocked, filtered, or ignored by spam filters, email clients, and recipients? In this article, you will learn how to guarantee your emails reach your subscribers by following these six steps.

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1 Choose a reputable email service provider

The first step to guarantee your emails reach your subscribers is to choose a reputable email service provider (ESP) that offers high deliverability, security, and compliance. An ESP is a platform that helps you create, send, and manage your email campaigns. A reputable ESP will have a good reputation with email providers, follow best practices, and provide tools and support to help you optimize your email deliverability. Some examples of reputable ESPs are Mailchimp, Aweber, and ConvertKit.

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Scotty Ginett

Communications Director | Marketing Strategist | Advancement Professional | Creative & Collaborative Leader | Empowering Brands to Achieve their Mission and Drive Organizational Success.
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You should also consider how the ESP you choose integrates (or doesn't) with other systems, such as a CRM. Or, if possible, look at platforms that combine tools, such as a MAP (e.g. MailChimp, Braze, Pardot).

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2 Build a permission-based email list

The second step to guarantee your emails reach your subscribers is to build a permission-based email list. This means that you only send emails to people who have explicitly opted in to receive them. Sending emails to people who have not given you permission can damage your reputation, lower your open and click rates, and increase your spam complaints and unsubscribes. To build a permission-based email list, you should use clear and compelling opt-in forms, offer valuable incentives, and confirm your subscribers' consent with a double opt-in or a welcome email.

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Scotty Ginett

Communications Director | Marketing Strategist | Advancement Professional | Creative & Collaborative Leader | Empowering Brands to Achieve their Mission and Drive Organizational Success.
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You may find yourself needing to explain why you shouldn't take all the email addresses from that group email someone is on and add them to your email list. Having opt-in form links, social media graphics, and suggested copy for social media and email in a toolkit as a resource for the unintentional spammer(s) would be a great way to reinforce best practices and enlist others in building a list of engaged subscribers!

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3 Segment and personalize your emails

The third step to guarantee your emails reach your subscribers is to segment and personalize your emails. Segmenting your email list means dividing it into smaller groups based on relevant criteria, such as demographics, interests, behavior, or preferences. Personalizing your emails means tailoring them to the specific needs, wants, and expectations of each segment. Segmenting and personalizing your emails can help you increase your relevance, engagement, and loyalty, and reduce your bounce and unsubscribe rates. To segment and personalize your emails, you should use your ESP's features, such as tags, fields, and dynamic content.

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4 Craft engaging subject lines and preheaders

The fourth step to guarantee your emails reach your subscribers is to craft engaging subject lines and preheaders. The subject line is the first thing that your subscribers see when they receive your email, and the preheader is the short snippet of text that follows the subject line in some email clients. Together, they form the first impression of your email and influence whether your subscribers will open it or not. To craft engaging subject lines and preheaders, you should use clear and concise language, create curiosity and urgency, and avoid spammy words and symbols.

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5 Optimize your email design and content

The fifth step to guarantee your emails reach your subscribers is to optimize your email design and content. The design and content of your email affect how your subscribers perceive and interact with your message. To optimize your email design and content, you should use a responsive and mobile-friendly template, use a clear and consistent layout, use high-quality images and videos, use readable fonts and colors, use clear and compelling calls to action, and provide value and benefits to your subscribers.

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6 Test and monitor your email deliverability

The sixth and final step to guarantee your emails reach your subscribers is to test and monitor your email deliverability. Email deliverability is the measure of how successfully your emails reach your subscribers' inboxes. To test and monitor your email deliverability, you should use your ESP's analytics and reports, use external tools and services, such as Mail Tester, GlockApps, or Litmus, and conduct regular audits and tests, such as A/B tests, spam tests, or inbox placement tests. By testing and monitoring your email deliverability, you can identify and fix any issues that may affect your email performance and reputation.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you guarantee your emails reach your subscribers?

1

2

3

4

5

6

7

1 Choose a reputable email service provider

2 Build a permission-based email list

3 Segment and personalize your emails

4 Craft engaging subject lines and preheaders

5 Optimize your email design and content

6 Test and monitor your email deliverability

7 Here’s what else to consider

Digital Marketing

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How do you guarantee your emails reach your subscribers?

1

2

3

4

5

6

7

1 Choose a reputable email service provider

2 Build a permission-based email list

3 Segment and personalize your emails

4 Craft engaging subject lines and preheaders

5 Optimize your email design and content

6 Test and monitor your email deliverability

7 Here’s what else to consider

Digital Marketing

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