The ideal solution for successful email marketing? Emails that arrive – right. After all, what good is the perfect newsletter if it doesn’t end up in your customers’ inbox but in spam and ultimately goes unread? It’s not only extremely boring; it can also very quickly become very costly for companies.
Wadav.com’s Yamuna Gibson shows you in this article what tips and tricks you can use to improve your delivery rate in no time and get your emails straight to where they should be. For anyone who loves the details, the Ultimate Guide to Deliverability is available in GetResponse. In addition, you can use Get response coupons and get access to a premium plan at an amazing price.
Tip # 1: plan your newsletter strategy
Quickly send an email to the entire contact list? It sounds tempting, of course – but you absolutely have to leave it alone. There is a high risk that many of your contacts will not even be interested in your mailing or that your email will end up in spam and not be opened.
Therefore: take the time to plan your newsletter campaign. Think carefully about the goal and target group you want to reach with your newsletter. Because your newsletter should be more than just a notification that you send to any customer every week or every month by default.
Pay particular attention to the following points:
- Offer added value in terms of content! The more relevant your content, the better your delivery rate. In other words: if customers are not interested in the subject of your mailings, it can happen quickly that the emails get deleted, the recipient unsubscribes and the next email goes unread. more. And that in turn means that you, as the sender, are rated negatively by the provider and that your mailings from Google, Yahoo or GMX are catapulted straight into the spam folder. Whether it’s exclusive offers or the latest blog post, think carefully about what you want to communicate to your recipients and compose your best content.
- Make yourself recognizable for your readers! Find your design, tone and editorial line and stand out from your competition. In general, the following applies: The eye reads with you. So you should always make sure that your mailings are designed in an attractive way – eye-catching headlines, appropriate images and crisp text that is easy and quick for the reader to type. Not only does it look prettier, but it also makes you want to receive more emails from you.
- Talk to the right people! Interesting content and nice design, good and good. But emails also need to reach the right recipient. To do this, segment your contacts into different lists. This way, you only read content that is really relevant to the respective recipient. The likelihood of your newsletter being marked as spam decreases dramatically.
Tip # 2: Use Your Subject Line to Make Yourself Curious About More
The subject line is the first eye-catcher of your email and largely decides whether your newsletter will be opened or not. Therefore, choose a compelling and attention-grabbing subject line within seconds.
How it works? For example, with these tips:
- The spice is in the brevity: try not to exceed 40 to 60 characters in length in your subject line. Because nothing is more annoying for the recipient than an email whose subject is not fully displayed.
- Not only brief, but also lively: Choose the activation conditions and only type what the recipient can actually expect in the email. Basically the most important content comes first.
- Beware of the spam trap: Of course, terms like “free”, “free” or “freebie” sound tempting for a topic, but unfortunately these are exactly the terms that are often referred to as spam by email providers. Avoid overly promotional wording and avoid words that make you sound questionable. This way you avoid the spam trap and don’t scare your recipients before reading the mail.
- Be personal: Make your customer feel like they’re not just part of a mass mailing, but a very special recipient on your list. This not only strengthens the emotional relationship, but also increases the open rate – which as we know influences your birth rate. Don’t know the name of your recipient? Do not worry. Are you still personal – for example like this: “Dear bookworm”, “Dear fashion friend”?
Tip # 3: keep your recipient lists clean
Rule number one: never buy receivers! This is not only an absolute ban from a legal point of view, but it also doesn’t earn you points in terms of relevance. Because as already said: what has no interest will not be opened either. Instead, try something you already know from home: tidy up
Regularly sort out unsubscribes and bouncers from your email recipient lists. As a general rule of thumb, keep your bounce rate below 0.5% if possible. Also remove recipients who, depending on the frequency of sending, have not opened your newsletter in the past six to twelve months.
Tip # 4: stay authentic
The bad news first: deliverability can be quite technical. But the good news: Fortunately, the technical setup is largely taken over and implemented for you by professional email marketing software.
What is it exactly? For example, regarding authentication. This plays a particularly important role for good deliverability. Because it ensures that your mailings are not spam. Authentication binds its own reputation to a fixed domain, so that the recipient email provider can ensure that the email is from the supposed sender and has not been tampered with. The following standards are used for authentication: DKIM, SPF, or DMARC. Like I said: everything technical is taken care of by the software vendor (ideally we are).
Tip # 5: Play Safe
There is no getting around this in email marketing. And when it comes to deliverability, you can’t do without it: data protection. With the entry into force of the GDPR, the legal requirements have increased significantly. For you, that means: play it safe and design your newsletter to be GDPR compliant from the start.
For example, make signing up and unsubscribing to your newsletter as clear and easy as possible and only request the data you really need (data allocation and saving). Use the double opt-in when collecting email addresses in order to obtain clear consent from your recipients to receive the newsletter. It also has a positive effect on the quality of your recipient. This is how you make sure that your list only contains contacts who are genuinely interested in your newsletter. And that is again good for your delivery rate.
Conclusion: deliverability is not rocket science
There are many reasons for not delivering mailings. But the measures to be avoided precisely which are even more diversified. Take the topic of deliverability into your own hands and make sure your emails really go through no time.
The key word here is relevance. Because it is only if your mailings are relevant and interesting that they will be opened, read and clicked by your recipients. And this in turn has a positive effect on the performance and deliverability of your newsletter campaign.