Guess what. Email marketing delivery rates trail far behind those of postal mail. Royal Mail 2021 accurately delivered 99.7% of the postal items it handled, whereas marketers only get an average campaign email delivery rate of 83%.
An email campaign’s success hinges on the delivery rate. A high delivery rate ensures that your emails reach subscribers’ inboxes, rather than getting lost in spam folders or bouncing back.
Your Clicademist prepares this practical guide of eight vital tasks to help increase your email marketing delivery rate.
- Understand the Difference Between Delivery and Deliverability
Firstly, it’s crucial to distinguish between email delivery and email deliverability. Delivery refers to whether an email server accepts your email, while deliverability concerns whether your email ends up in the inbox or the spam folder.
If we look at how email delivery rate is calculated:
Email delivery rate = [( No of emails sent successfully delivered) / No of email sent ]*100
What matters here is the deliverability: successfully landing the email in the Inbox. - Maintain a Clean Email List
Regularly clean your email list to remove inactive or invalid addresses, which can improve your sender reputation and delivery rate. Implementing a double opt-in process can also ensure that your list consists of engaged subscribers who are genuinely interested in your content. - Authenticate Your Emails
Email authentication protocols like SPF, DKIM, and DMARC can help verify your emails’ legitimacy, making it less likely for them to be marked as spam. This can significantly improve your deliverability. - Optimize Email Content
Avoid using spam trigger words in your subject lines and content. Keep your emails concise and relevant to your audience.
Personalisation can also increase engagement, which positively impacts deliverability. - Monitor Your Sender Reputation
Your sender reputation, influenced by factors like spam complaints and engagement rates, affects your email deliverability. Use tools, such as the Sender Score, to monitor your reputation and take corrective actions if necessary. - Segment Your Audience
Tailor your emails to different segments of your audience based on their interests and behaviours. This can lead to higher engagement rates, which in turn can improve your deliverability. - Test and Optimise
Regularly test different aspects of your email campaigns, such as subject lines, send times, and content. Analyze the results to understand what works best for your audience and adjust your strategy accordingly. - Follow Email Marketing Best Practices
Ensure compliance with email marketing laws and regulations, such as GDPR and CAN-SPAM. Provide clear unsubscribe options and respect your subscribers’ preferences to maintain a positive relationship and avoid spam reports.
To give your email marketing campaigns wings, it’s crucial to not just send them out but ensure they land in the right inbox, at the right time. Dive into the depths of email deliverability with comprehensive guides to fine-tune your approach.
Your Clicademist’ view is that the devil is in the details. Keep your finger on the pulse—test, learn, and refine your strategies to keep your email marketing delivery rate soaring.