As a business that sends out marketing emails, having your messages land in subscribers' spam folders is one of the worst things that can happen. After putting in all that effort to craft great content and build your mailing lists, you want to make sure your emails actually reach your audience's inboxes.
7 Tips For Maximizing Email Deliverability:
1. Use An Opt-in Email List
Only send emails to people who have explicitly signed up to receive your messages. Purchased lists are a major spam trigger and sending to people who don’t want your emails (and don’t end up opening them) can decrease your deliverability rate to all email subscribers, even those who consistently open your emails.
2. Authenticate Your Emails
Use proper authentication methods like SPF, DKIM, and DMARC to prove your emails are legitimate. Don’t give your subscribers any reason not to trust your emails for potentially harmful links.
3. Let Subscribers Engage
Encourage actions like adding you to their address book and moving your emails from Promotions to Primary in Gmail.
4. Be Consistent
Email regularly from the same IP address and domain so you build a good sender reputation over time.
5. Make the Unsubscribe Process Easy
Include a prominent unsubscribe link in every email and honor all unsubscribe requests promptly. Poor email list practices are spam red flags. Not only is it best practice to include an unsubscribe link in your emails, but it is also a legal requirement from the CAN-SPAM Act.
6. Watch Your Content
Avoid words like "free," "buy now," or "make millions" in subject lines and email copy. Don't use all caps or excessive punctuation!!! Don’t include too many attachments in your email and always check your spelling and grammar!
7. Include Your Physical Address
Legitimate businesses include their address in email footers to comply with anti-spam laws. This also gives your audience another clue that this email really came from you.
Following email best practices is a key way to demonstrate you are a legitimate, trusted sender rather than a spam source. Staying out of spam folders means more of your emails get delivered and more subscribers see your messages!
Not sure where to start? Our email marketing experts can help with an email marketing plan that works for you. Get started!