Deliverability of your emails: 6 tips to improve
Designing email campaigns is good, when your contacts receive them, that's better! What could be more discouraging than working hard on a newsletter only to realize that half of your recipients received it in their spam folders... That's why I'm sharing with you today, 6 tips to improve the deliverability of your emails.
Deliverability: what is it?
Let’s start by defining what deliverability is in the context of an email campaign. It is simply the ability to correctly deliver an email to your recipient’s inbox. All in a timely manner and in its entirety.
To achieve good deliverability, 2 aspects come into play:
Technical factors (identification protocols, erroneous emails, etc.)
Behavioral factors (inactive emails, low open rates, etc.)
But to understand this properly, let's get straight to the point with 6 tips to implement quickly and easily!
- Sort through your contact lists
Yes… your database may be full of non-existent or inactive email addresses that will cause your deliverability rate to drop. Therefore, consider cleaning your CRM by permanently deleting incorrect or non-existent addresses . This will prevent hard bounces on your campaigns that have a disastrous effect on your deliverability. The same goes for inactive addresses that no longer open your emails. These cause your opening rate to drop and therefore your reputation with your email provider.
When sorting these email addresses, you will have 2 choices:
Permanently delete email addresses from your contact database.
Implement a re-engagement strategy to try to revive the interest of your contacts, at least those that generate errors.
And it is on the second option that our (wonderful) client " Slow Cosmétique " looked. Indeed, the brand noticed that some of its contacts were no longer opening their emails. It therefore decided to set up a retention scenario, with the recipient choosing a mini-survey to fill out, in order to identify whether they are still interested in the content sent. However, if they do not respond to this questionnaire, the brand will delete the profile from its subscriber list within 15 days. The store deletes this inactive contact and its list will be better for it!
- Focus on your objects and content
This is the first thing your contact sees. So take your time, because you have few characters to convince your recipients. To do this, avoid subjects that website development service are a little too long and don't make you want to click . Forget false promises, you will lose the trust of your contacts, they will end up not opening your emails and will classify you in spam.
In addition, your email provider will analyze your subject line and especially if it contains “spam words”, such as: 100% free, cheap, best price, etc. It will penalize you and send your email directly to spam.
Opt for short and simple formulations that will describe the content of your email. You will avoid being considered a fraudulent message by your recipient.
Speaking of content, it also needs to be taken care of. Depending on the webmails you use, the quality of your content should be judged to be of good quality. To do this, there are many best practices to improve the reputation of your sending address .
Text to image ratio: For your content not to be considered phishing (fraudulent practice), it must contain 70% and 30% images. Otherwise, a spam filter will be triggered.
Things to remove from your emails : think about reducing attachments that are too heavy in your future email campaigns, and favor links to hosted files. Likewise for words in capital letters, bold and special characters, reduce them as much as possible.
To make sure that your content is considered good quality by your webmail/ISP, consider running it on an anti-spam test. Indeed, it allows analyzing the content errors present in your email.
And you know what? SPREAD offers this feature! Our anti-spam test rates the quality of your content out of 10 accompanied by a detailed report presenting our recommendations.
You may tell me that this is contradictory to the idea of improving your deliverability, however, a user who no longer wants your emails will no longer open them and will report them as spam.
Being regularly flagged as spam can have a disastrous effect on your deliverability . Highlight an "Unsubscribe" link at the end of your email, you will save time.