Are you struggling with low email deliverability? Don't worry! Today, we will show you how you can easily fix this issue and optimize your email deliverability in no time.
According to Omnisend, a 95% or higher email deliverability rate is considered excellent for mass email.
If you have less than 95%, it's time to pay attention, as you could miss out on potential customers, leads, and conversions.
In this blog post, we'll discuss the five proven ways to optimize your email delivery in 2024. By following these email marketing strategies, you'll not only improve your sender reputation but also increase the chances of your emails landing where they belong—in the inbox.
Ready? Let’s dive right in!
Five Proven Ways to Optimize Email Delivery in 2024
To optimize your email deliverability, you need to follow some best practices for email deliverability and use the right tools. By following the tips given below, you will be able to:
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Improve your sender's reputation and trustworthiness
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Boost your open rates, click-through rates, and conversions
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Reduce your bounce rates, spam rates, and unsubscribe rates
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Grow your email list and retain your subscribers
Let's check out each of them in detail:
1. Authenticate Your Email Domain [SPF, DKIM, and DMARC]
Setting up the proper email authentication for your domain improves your sender score, which ultimately leads to higher email deliverability.
This way, email service providers (ESPs) perceive that you are the legitimate owner of your domain and that you have permission to send emails from it.
This will prevent email spoofing, which is a common technique used by spammers and hackers to impersonate legitimate senders and trick recipients into opening malicious emails.
There are three main email authentication protocols that you need to set up for your domain: SPF, DKIM, and DMARC.
Let’s see what they are and how they work:
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SPF (Sender Policy Framework): This mechanism allows you to specify which IP addresses are allowed to send emails on behalf of your domain. By creating SPF records, you're essentially telling email servers that only authorized senders can use your domain.
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DKIM (DomainKeys Identified Mail): DKIM adds a digital signature to your emails. When you send an email, DKIM uses cryptographic signatures to verify that the message wasn't altered in transit. This boosts your email's credibility and authenticity.
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DMARC (Domain-based Message Authentication, Reporting, and Conformance): DMARC relies on SPF and DKIM as it provides instructions on how to handle emails that fail SPF and DKIM authentication checks.
To set up SPF and DKIM records for your domain, access your domain's DNS settings and add some TXT records with the required values. You can use tools like SPF Record Generator, DKIM Record Generator, and DMARC Record Generator to help you with this process.
Related Read: Best AI Email Writers
2. Avoid Spammy Subject Lines
Subject lines are the first thing that your recipients see when they receive your emails, and they influence their decision to open or ignore your emails.
Therefore, you need to write subject lines that are relevant, personalized, concise, catchy, and respectful of your recipients' time and attention span.
To avoid spammy subject lines, you need to avoid:
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Using all caps, excessive punctuation, or misleading words
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Making false or exaggerated claims or promises
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Using spam trigger words such as free, guaranteed, urgent, etc.
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Being too vague, generic, or boring
Instead, you need to:
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Use clear, specific, and benefit-oriented words
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Create curiosity, urgency, or emotion
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Personalize your subject lines with your recipients' name, location, or other relevant details
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Test and optimize your subject lines for different segments and devices
You can use tools such as SubjectLine.com and CoSchedule Headline Analyzer to help you with subject line testing and optimization.
By avoiding spammy subject lines, you will be able to increase your open rates, click-through rates, and conversions and reduce your spam rates and unsubscribe rates.
3. Choose the Right Email Delivery Tools
Email delivery tools are software or services that help you manage and improve your email campaigns. They can help you with various aspects of email marketing, such as:
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Analytics: To track and measure your email deliverability metrics, such as open rate, click-through rate, bounce rate, spam rate, etc.
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Testing: Test and optimize your email campaigns for different variables, such as subject lines, content, design, layout, timing, frequency, etc. Also, perform A/B testing to find the best-performing versions of your emails.
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Automation: Automate your email campaigns based on triggers, actions, or conditions. You can create workflows, sequences, or funnels to nurture your leads and customers through different stages of the buyer’s journey.
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Personalization: Customize your email campaigns based on recipients’ preferences, behavior, or attributes. Also, segment your email list based on various criteria, such as demographics, interests, engagement, etc.
There are many email delivery tools available in the market, and each one has its own features, benefits, and drawbacks. Some of the popular and reliable email delivery tools are:
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Mailchimp
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Constant Contact
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SendGrid
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Brevo (formerly Sendinblue), etc.
NOTE: If you are a WordPress user experiencing issues like "WordPress not sending emails," consider utilizing a WordPress SMTP Plugin to connect any SMTP service you want for better email deliverability.
Related Read: Top 5 Email Marketing Tools to Revolutionize Your Outreach
4. Monitor and Improve Email Deliverability Metrics
Email deliverability metrics provide valuable insights into the performance of your email campaigns. They can help you evaluate and optimize your email campaigns and identify and fix any issues or errors that affect your email delivery.
Some of the most important email deliverability metrics are:
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Open rate: It shows how effective your subject lines are and how interested your recipients are in your emails. An excellent open rate depends on various factors, such as your industry, audience, and email type, but a general benchmark is around 15% to 28%.
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Click-through rate: The percentage of recipients who click on the links in your emails shows how effective your email content and design are and how engaged your recipients are with your emails. A CTR of 3% to 5% is considered good.
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Bounce rate: The bounce rate is the percentage of emails rejected by the ESPs that do not reach your recipients' inboxes. There are two types of bounces: hard bounces and soft bounces. You should strive for a bounce rate of less than 2%.
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Spam rate: It indicates how trustworthy and relevant your emails are and how satisfied your recipients are with your emails. The industry-recognized standard for spam complaint rates is one complaint per 1,000 sent messages, or less than 0.1%.
To monitor and analyze your email deliverability metrics, you can use the email delivery tools mentioned earlier, such as Mailchimp, SendGrid, Constant Contact, Brevo, etc. They provide detailed reports and insights on your email campaigns and help you identify and fix any issues or errors affecting your email delivery.
Related Read: Best Email Marketing Automation Software for No-code Website
5. Make the Unsubscription Process Easier
While it may seem counterintuitive, making it easy for subscribers to unsubscribe is key to improving email deliverability. It affects your email deliverability and reputation because it shows how satisfied your recipients are with your emails and how respectful you are of their preferences and consent.
To make the unsubscription process easier, you need to:
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Provide a clear and visible unsubscribe link in every email
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Respect your recipients' choice and honor their unsubscribe requests promptly
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Confirm their unsubscription and thank them for their interest
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Offer them alternatives or options to stay in touch or re-subscribe
By making the unsubscription process more accessible, you comply with the email marketing laws and regulations, such as the CAN-SPAM Act, the GDPR, and the CASL, that require you to provide an easy and effective way for your recipients to unsubscribe from your emails.
Final Remarks On Email Deliverability Optimization
Email deliverability is a crucial factor for email marketing success. It determines how many people see and engage with your emails and how many leads and customers you generate from your email campaigns. To optimize your email deliverability, you need to follow some of the best practices that we have mentioned in this article.
By following these tips, you can improve your sender reputation and trustworthiness and increase your open rates, click-through rates, and conversions.
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