As businesses continue to rely on email marketing to reach their customers, it’s important to remember that not all emails are created equal. While some may hit the mark and engage customers, others may never even make it to the inbox. That’s why we’ve compiled a list of the dos and don’ts of email marketing for maximum deliverability.
DO: Build a quality email list
The first step to effective email marketing is building a quality email list. This means collecting email addresses from customers who have opted in to receive your emails. Avoid buying email lists or scraping email addresses from websites, as this can result in a high number of spam complaints and low deliverability rates.
DO: Segment your email list
Once you have a quality email list, it’s important to segment it based on demographics, behavior, and preferences. This allows you to send targeted messages to specific groups, increasing the likelihood of engagement and conversion.
DO: Use a recognizable sender name and email address
Make sure your sender name and email address are recognizable to your subscribers. This builds trust and helps prevent your emails from being marked as spam.
DO: Personalize your emails
Personalization can go a long way in engaging subscribers. Use their name in the subject line and throughout the email, and tailor the content to their interests and behaviors.
DO: Optimize your subject line and preview text
The subject line and preview text are the first things subscribers see in their inbox. Make sure they are compelling and accurately reflect the content of the email.
DON’T: Use spam trigger words in your subject line
Avoid using words and phrases that are commonly associated with spam, such as “free,” “limited time offer,” and “act now.” These can trigger spam filters and result in low deliverability rates.
DON’T: Use excessive punctuation or ALL CAPS in your subject line
Using excessive punctuation or all caps in your subject line can make your email look spammy and decrease the likelihood of engagement.
DON’T: Neglect mobile optimization
More than half of all emails are opened on mobile devices. Make sure your email is optimized for mobile, with easy-to-read fonts and a responsive design.
DON’T: Send too many emails
Sending too many emails can lead to subscriber fatigue and high unsubscribe rates. Find a frequency that works for your audience and stick to it.
By following these dos and don’ts of email marketing, you can increase the deliverability of your emails and engage your subscribers in a meaningful way. Remember, quality and personalization are key to effective email marketing.