If you are a newcomer to the world of email marketing, you might wonder what the big deal is about “email deliverability”. You write an email, input the recipient’s email address, and click “Send”. You expect it to land in front of your recipient in seconds. Simple, right? Unfortunately, when you send an email to hundreds or thousands of addressees, not all of them are going to receive it. In fact, it is common for as much as 10% to miss out on your message.
There are a number of reasons why an email might not reach its intended destination including bounces and anti-spam measures. “Bounces” refers to an email that gets sent but not received due to technical reasons. These usually occur for accidental reasons. Anti-spam measures, on the other hand, are deliberate preventions of email
To avoid bounces and anti-spam measures, make sure to follow these guidelines:
Become a trusted sender. This is the most important way to beat anti-spam measures. Encourage your subscribers to put your “From Address” on their trusted sender list.
Understand email filters. Avoid using language and techniques in your “From” and “Subject” lines that might look like spam to a content-based spam filter. This includes excessive punctuation, incomplete information, or misleading or missing “Subject” lines.
Analyze your bouncebacks. Fortunately, Email Contact provides statistics about the number of bounces that occur for each of your sent newsletters. Make sure you take the time to analyze these bounces and make the necessary changes to your subscriber lists.
Honor “opt-out” requests. Unfortunately, even the best email marketing campagins will receive unsubscribe requests. Make sure you quickly remove these addresses to uphold the integrity of your company.
Your email deliverability is essential for maintaining a successful subscriber list and in turn, running a successful email campaign. After all, it is much less expensive to market to an existing customer than it is to acquire a new one.
For more information about this subject, see 5 Tips to Increase Your Email Deliverability.