In 2020 e-mail marketing is still an important part of any successful business strategy.
At this moment, there are 3.9 billion people that are active e-mail users. It is an enormous number of potential customers.
Of course, the real power is in the segmentation of e-mail users that are interested in what you have to offer.
You should keep in mind that it is not enough to send some e-mails and immediately expect a huge ROI just like that.
E-mail campaigns should be planned carefully and with clearly defined goals.
But the real question is – how to increase e-mail deliverability?
1. Build Your Community
This is the first and one of the most important steps in increasing e-mail deliverability.
Many companies buy already existing databases with tens of thousands of e-mail contacts and start sending cold e-mails to each one of them.
The question is: why would someone who hasn’t even heard of your brand want to receive your e-mails?
You have to generate qualified leads and create your own community.
And how would you do that?
2. Share Valuable Content
It is an era of the digital world and today there are many social media channels to use for your brand presentation.
Of course, a website is something like your ID card in a physical world and if you don’t have one it’s high time to create it.
Use your channels as space where you can share quality content with the target audience.
Valuable content must fulfill some of the following purposes:
- To inform
- To entertain
- To educate
- To solve a problem
When you create quality content, your audience will gladly leave their e-mail addresses to find out more about your website.
3. Collect the Contact Info of Your Leads
When people start visiting your website and getting familiar with your content, it is time to start gathering their e-mail addresses.
You have probably already seen different contact forms, usually at the bottom of landing pages. The problem is that visitors will not always scroll to the bottom of the page which can prevent them from seeing the fields for leaving their contact information.
To prevent this, you can use popups to grab their attention and remind them to leave an e-mail address.
By using these windows, you can offer your leads more valuable information “in exchange” for their contact.
Thanks to different targeting and triggering options, your pop-ups can be shown at the right time to the right people.
4. Authenticate Your Domain
If you are using too many different IP addresses, ISPs filters can recognize this as spam.
Spam senders usually use more than a dozen of IP addresses and you surely don’t want to be categorized as one of those.
ISPs can even block you, which would be very harmful to your business.
Because of this, the right move is to authenticate your domain.
5. Don’t Send a Ton of E-mails All at Once
When you’re finished collecting addresses, it is time to start sending your e-mails and nurturing leads. This step also has to be done carefully.
If you’ve collected a huge database of e-mail addresses, it’s recommended to divide it into a couple of thousands for each day.
By sending them all at once, you are risking your e-mails to be recognized as spam. They will not be delivered to the recipient’s main inbox, but rather end up unnoticed in a spam folder and erased after a couple of days.
Too many e-mails sent at once can lead to being recognized as a spam sender by IPS filters.
To prevent this, divide e-mails and send them separately group by group.
You can also use some of the automation tools and save your time for some other tasks that need to be done manually.
6. Choose an Adequate Subject
E-mail subject line that sounds too formal may seem inadequate and boring to your subscribers. There is a possibility that they will decide they don’t want to waste their time checking whether there is something in the e-mail that could interest them.
You must be aware of the fact that people often receive a huge amount of e-mail messages every day.
For example, if they are using the same e-mail address for both business and entertainment, and you keep sending e-mails with formal subjects, they can easily overlook them and notcheck them at all.
Be innovative and make your subject intriguing. An interesting subject line will grab your visitors’ attention and increase your e-mail deliverability rate.
7. Send Personalized E-mails
People don’t like to feel like they are communicating with a robot. Especially in today’s world of technology, human to human contact is much more trustworthy.
In the body of your e-mail, always interact with your customers by using their first name or surname. It will be much easier for you to build stronger relationships with your customers in this way.
Even before they open your e-mail, their name would be visiblein the first line which will make them feel very special.
8. Clean Your Mailing List
As time goes by, your mailing list will become longer.
Understandably, some of the recipients will lose their interest and stop reading your messages.
However, too many unopened e-mails will drastically impact your e-mail opening rate.
Take your time and check who is opening your e-mails and who isn’t. You should do that regularly – for example, every couple of months.
It’s important to avoid every possibility of becoming a spam sender.
9. Maintain Consistency
When it comes to e-mail campaigns, it is advisable to find the right measure in sending your e-mails.
Too many messages can annoy your visitors and encourage them to click the unsubscribe button.
On the other hand, too few messages can lead to you being forgotten by your subscribers.
Then how can you find the right measure?
Analyze their behavior, pay attention to their feedback, and learn how to improve user engagement.
If you really have something important and interesting to share with the target audience, you should do so.
Useful information is always welcome, but if you have too much information for them, then the best practice is to divide everything you want to deliver into a couple of e-mails.
Based on your content and its importance, choose when it is the right time to send it to your subscribers.
Decide how often will you send e-mails to their inboxes and always respect that schedule.
For example, if you send e-mails every Tuesday at 9 AM, your readers will expect a message exactly at that time every time.
You will build a professional relationship and become trustworthy to your future customers.
10. Listen to Your Customers
People love to share their opinions and you should use that to your advantage.
From time to time, include some questions into the e-mail body or even an entire survey.
If you don’t get a large number of answers, resend a survey but include a discount or a coupon code for everyone who fulfills the questionnaire.
When you collect the feedback, use subscribers’ answers as guidelines for what you should include in your future e-mails.
You can also use that information for creating content on your website and social media.
The Bottom Line
As you can see, there are different things to focus on if you want to increase your e-mail deliverability.
It may seem too much for you in the beginning, but once you start following these steps you will see how logical they are.
Try out these tips on how to increase e-mail deliverability immediately, and don’t be surprised when you notice your e-mail campaign becoming more and more successful each day.
Andrej Fedek is a digital marketer. He recently started his own blog about digital marketing called InterCool Studio. His passion is to help startups grow and thrive in a competitive environment.