Email Deliverability 101: A Beginner’s Guide to Landing in the Inbox
We’ve all been there – you’ve crafted the perfect email, hit send, and then…nothing. Your email has disappeared into the abyss of the internet, never to be seen or heard from again. What happened? Chances are, your email ran into some deliverability issues.
Email deliverability refers to the ability of your email to actually make it to the recipient’s inbox. There are a number of factors that can impact your email’s deliverability, from the content of the email itself to the reputation of the sender’s IP address. But fear not! With a little bit of know-how, you can improve your email deliverability and start landing in the inbox instead of the spam folder.
1. Build a Quality Email List
The first step to improving your email deliverability is to make sure you’re sending emails to the right people. A high-quality email list is one that’s made up of people who have opted-in to receive your emails, either by signing up for your newsletter or making a purchase from your website. Buying email lists or scraping email addresses off the internet is a surefire way to land in the spam folder.
2. Use a Recognizable Sender Name and Email Address
When you’re crafting your emails, make sure you’re using a recognizable sender name and email address. This helps build trust with your recipients and can improve your email’s open rates. Avoid using generic sender names like “sales” or “info,” and make sure your email address matches the domain of your website.
3. Write Compelling Subject Lines
Your subject line is the first thing your recipient sees when they receive your email. Make sure it’s compelling and relevant to the content of your email. Avoid using clickbait or misleading subject lines, as this can damage your sender reputation and harm your deliverability.
4. Keep Your Content Relevant and Engaging
The content of your email should be relevant to your audience and engaging enough to keep them interested. Avoid using too many images or large attachments, as this can increase your email’s file size and impact deliverability. Make sure your email is formatted correctly, with a clear call-to-action and a link to your website or landing page.
5. Monitor Your Sender Reputation
Your sender reputation refers to the level of trust that ISPs (Internet Service Providers) place in your email. A good sender reputation can improve your deliverability, while a poor reputation can land your email in the spam folder. Monitor your sender reputation regularly using tools like Sender Score or Barracuda Reputation Block List, and take steps to improve it if necessary.
6. Test Your Emails Before Sending
Before you hit send on your email campaign, make sure to test it for deliverability. Use a tool like Mail Tester or GlockApps to check your email’s spam score and make any necessary changes to improve your deliverability.
Improving your email deliverability takes time and effort, but it’s worth it to ensure your emails are landing in the inbox instead of the spam folder. Follow these tips and you’ll be well on your way to email marketing success.
