Here is What You Can Do to Improve Your Email Deliverability

Email marketing has always been an effective way of generating more leads and sales for businesses. While it can help you grow your business, it might take you a little time to figure out how to increase email deliverability. After all, it’s not as simple as just sending a promotional email and waiting for it to convert.

What if the emails you send just end up in people’s spam folders? This is a real struggle for marketers.

According to Statista, spam messages account for 53.5% of global email traffic. If your audience never sees your emails, your email marketing campaign won’t be effective.

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The only way to overcome this is to focus on email deliverability, even before you start your campaign.Here are some tips on how to increase email deliverability and get the most out of your email marketing campaigns.

1. Send Your Emails in Batches

You want to make sure that your messages reach as many people as possible. It can be easy to get carried away and start sending emails to everyone on your email list. But that’s a big mistake.

ISP filters are on the constant lookout for spam emails. If you send emails to too many people at once, you can come across as untrustworthy for ISP filters.

The best way to get past this issue is to send your emails in batches. To increase email deliverability, first send your emails to the most engaged users. By doing so, there’s a better chance of people opening your emails.

As your engagement increases, so will your credibility. This can slowly help you increase the number of emails that you send out as well as increase email deliverability.

2. Prune Your Mailing List

Many businesses invest a lot of money into creating a large database of email addresses. It’s a good strategy, but don’t get caught up in simply adding more names to your list.

You also need to continually prune your email list to increase email deliverability.

For this, you need to find out who your most inactive and unengaged users are. Anyone who isn’t engaged isn’t worth keeping on your mailing list.

Your content might be great but it might not be relevant to all your subscribers. It might sound counter-productive to prune your mailing list, but it’s necessary.

If you keep sending emails to users who are not interested, your bounce rates will increase. Some unengaged users might even mark your emails as junk or spam.

In both these scenarios, the ISP might reduce your reputation score. If this happens frequently, it might even trigger blocking of your IP.

The best way to avoid this is to go through your mailing list every six months. Look for subscribers who don’t open your emails and delete them from your list. Additionally, also look for bogus addresses, duplicates, and typos. If doing all the work manually seems tiring, you can also get help from email validation services.

Also, make sure that you provide an “unsubscribe” button on all your emails. This will reduce your pruning efforts considerably and help to increase email deliverability.

Continue reading this article on Shane Barker's blog.