You’ve probably read all the tips about subject lines, open rates, engaging content, powerful CTAs, and strategic email landing pages. But let’s take a big step back and look at the picture from its most foundational level — email deliverability. To Maximize Email deliverability to improve business growth, you need to be familiar with these tactics
A sender policy framework or SPF increases your trustworthiness in the eyes of the receiving email server. The server can cross check the domain name against the associated IP address to make sure that it is legitimate. If you don’t have an SPF in place, your emails might be rejected.
The biggest reason why your emails are not delivered is due to a low sender score. ISPs automatically reject any emails that fall below a certain score.
Return Path produces sender Score. Sender Scores assigns a number to every outgoing mail server. The score is calculated by using traditional email metrics such as unsubscribes and spam reports.
One cause for lower sender score and IP rejection is random and erratic broadcast activity. If you are not maintaining a regular schedule with your emails, it creates sending spikes. Do your best to stick to a consistent email sending schedule.
Most major ISPs provide feedback loops, in which the email sender can gain information from the recipients who have complained about that sender’s email. Complaint Feedback Loops or FBLs.
The worst email lists are created from giveaways or signups. People, true to their nature, will attempt to enter multiple times using invalid or nonexistent email addresses. They don’t care about getting on your email address list; they care about a chance to win a free iPad mini.
Too many emails can burn your subscriber list. Too few emails can kill your revenue.
So what do you do to Maximize Email deliverability? You send just the right number of emails. The only way you can find that perfect number is by thoroughly testing, which isn’t easy. Plus, it takes a long time, during which time you might make some mistakes.
Using your brand’s name in your “from” line will help to reduce spam complaints. Increasingly, some companies use a front person, an individual, to head up their email marketing in order to improve business growth and give it a more personal feel. You can still use this approach. Just add “from” after the individual’s name.