Understanding Email Deliverability
Email deliverability is one of the most crucial aspects of email marketing. The term refers to the probability of your email campaign ending up in the recipient’s inbox and not in the spam folder. The lower the probability, the lower the email deliverability rate. Unfortunately, even top email service providers like Mailchimp can’t fully guarantee a 100% email deliverability rate. There are several factors that can negatively affect deliverability which we will discuss below.
One factor that affects email deliverability is the sender’s reputation. The sender’s reputation refers to the sender’s email domain, the IP address used, the number of emails sent, and how often. ISPs (Internet Service Providers) and email clients check the reputation of the sender, and if the sender’s reputation is poor, emails will be marked as spam. To avoid this, you need to maintain good email practices such as avoiding spammy words in your email subject and content, sending relevant emails only, and authenticating your domain with DKIM (DomainKeys Identified Mail) and SPF (Sender Policy Framework) records.
Another factor that may affect email deliverability is the content of the email. ISPs and email clients use filters to analyze the content of the emails. If the content looks spammy and not relevant to the recipient, the email may be marked as spam. You should avoid using spammy words/phrases such as “buy now,” “cash,” “apply now” and avoid writing all in capital letters. Also, to keep your recipients engaged, include personalized content that is relevant to them and segment your email list based on your subscribers’ interest.
The email list quality is another crucial factor that impacts email deliverability. A healthy email list consists of subscribers who have opted-in to receive your emails. If you purchased an email list or collected emails through other means that didn’t obtain permission from recipients, it’s likely that your email will be marked as spam. You should regularly remove inactive subscribers and periodically reconfirm your subscribers’ consent.
Last but not least, the technical aspect of email marketing also affects email deliverability. Email clients and ISPs reward speed, cleanliness and well-structured email code. Ensure your emails are formatted correctly, contain clearly marked unsubscribes links, and are optimized for mobile devices. Avoid using image-only emails and format your emails text for optimal rendering on all email clients and devices. Also, ensure that the email campaign is tested before sending it out to ensure that it doesn’t contain broken links or formatting issues.
Maintaining A Clean Email List
A clean email list is a must-have for ensuring your email campaigns reach the intended recipients and stay out of the spam folder. A clean list is necessary to avoid spam complaints or being marked as a spam sender by email clients such as Gmail, Yahoo, and Outlook. A healthy email list also helps you to maintain a good sender reputation, which is critical for boosting your email deliverability rates. Here are some essential tips to maintain a clean email list.
Remove Inactive Subscribers
The first step in maintaining a clean email list is to remove subscribers who have become inactive or unengaged. Inactive subscribers are those who have not opened or clicked any of your emails for a specific period, typically six months to a year. Keeping them on your list can harm your email deliverability rates, as email clients see less interaction with your emails as a sign that they are not wanted.
You can segment your subscribers based on their activity levels and send them dedicated re-engagement campaigns. These campaigns can include special offers, discounts, or valuable content. If they still don’t engage, it’s time to remove them from your list altogether. Removing inactive subscribers may seem counter-intuitive, but it will bolster your email reputation and improve your email deliverability rates.
Get Rid Of Duplicate Email Addresses
Duplicate email addresses on your list can cause significant problems and lead to a high spam complaint rate. Email clients may see duplicates as an indication of your lack of attention to detail or spammy behavior, and therefore, your emails may land in the spam folder. Moreover, you may even be charged twice for sending emails to the same email address.
You can use email verification tools to identify and remove duplicate email addresses. These tools can also help in identifying fake or non-existent email addresses and flag them for removal. Keeping a lean and tidy list free of duplicates will help in improving your email metrics and prevent your emails from appearing as spam.
Monitor Your Bounce Rates
Bounces are emails that are undelivered and returned to you, either because the email address is invalid or inactive, or your message has triggered spam filters. A high bounce rate can harm your sender reputation and deliverability rates. Therefore, monitoring and managing your bounce rates is essential to maintain a clean email list.
You can use an email marketing service, such as Mailchimp, to monitor your bounce rates. They provide detailed reports on hard bounces, soft bounces, and their causes. Hard bounces are permanent, and you should remove the email addresses from your list. Soft bounces are temporary, and it’s recommended that you resend the email after some time, or remove the address if it persists. By monitoring your bounce rates, you can identify and remove invalid email addresses and improve your email deliverability rates.
Maintaining a clean email list is critical for a successful email marketing campaign. By removing inactive subscribers, getting rid of duplicate email addresses, and monitoring your bounce rates, you can keep your email list free of spammy elements and improve your sender reputation, leading to higher deliverability rates and better engagement among your subscribers.
Crafting Effective Subject Lines
When it comes to sending emails, the subject line is the first thing that recipients see. Therefore, it is crucial to create an effective subject line that captures the recipient’s attention and prevents your email from ending up in their spam folder. Here are three tips to help you craft an effective subject line:
1. Keep it Short
Long subject lines are difficult to read, and they often get cut off on mobile devices. Therefore, it is important to keep your subject lines short and sweet. Aim for a maximum of 50 characters, including spaces. A short subject line is more likely to be read, and it also makes it easier for recipients to quickly understand the purpose of your email.
2. Be Descriptive
Your subject line should accurately describe the content of your email. Avoid using vague or generic subject lines, such as “Newsletter” or “Important Information.” Instead, use specific details to give recipients an idea of what to expect when they open your email. For example, if you are announcing a sale, use a subject line like “50% Off All Products for a Limited Time.”
3. Personalize it
Personalized subject lines can increase the open rates of your emails. Use the recipient’s first name in the subject line to make it more personal. You can also use other information you have about the recipient, such as their location or interests, to create a subject line that is tailored to their preferences. For example, instead of a generic subject line like “New Arrivals,” use “New Arrivals in [Recipient’s City].”
By following these tips, you can create subject lines that are more likely to be read and less likely to end up in the recipient’s spam folder. Remember that the subject line is the first impression you make on the recipient, so make it count!
Using Personalization and Segmentation
MailChimp, a famous email marketing service, enables its users to personalize and segment their email campaigns. By doing so, users can ensure that their emails hit their recipients’ inbox and do not end up in the spam folder. Personalization is one of the most important features that MailChimp offers, as it allows users to create targeted email campaigns based on their audience’s interests, preferences, and behaviors. Additionally, segmentation divides email lists based on different criteria like age, geographic location, purchase history, and more. It makes it easy to send targeted emails that correspond to specific groups of customers.
To personalize your email campaigns, you need to know your audience well and segment it accordingly. Personalization goes beyond just adding your recipients’ name or company’s name to your email. It involves creating the content that resonates with your audience, taking into account their interests, needs, and behaviors. MailChimp allows its users to use merge tags to personalize their emails easily. Merge tags are special placeholders that substitute unique information into your emails like the recipient’s name, location, or purchase history. Personalization can also include using dynamic content, which changes based on the recipient’s interests or preferences.
Segmentation allows you to divide your email list into groups, usually based on shared characteristics. It can help increase your email engagement and conversions by sending targeted emails that are relevant to each group’s interests. Segmentation can be done in many ways, including demographic characteristics like age, location, or gender, behavioral information like purchase history or click-through rates, or actions like opening an email or subscribing to your newsletter. By segmenting your email list, you can create email campaigns that cater to specific groups of customers, increasing the chances of them engaging and ultimately converting.
Why Personalization and Segmentation Matter
Personalization and segmentation matter because they allow you to send targeted and relevant emails that appeal to your audience’s interests and preferences. Emails that are irrelevant or generic tend to get marked as spam or just ignored, reducing your chances of engaging your audience. By personalizing and segmenting your email campaigns, you ensure that your emails reach your audience’s inbox and are more likely to be opened and clicked. Personalization and segmentation also make your audience feel valued and understood, which can increase brand loyalty and ultimately lead to more conversions.
Personalization and segmentation are essential to ensuring that your MailChimp email campaigns hit your recipient’s inbox and not spam folders. By segmenting your email list and personalizing your email content, you can create targeted and relevant email campaigns that resonate with your audience’s interests and preferences. MailChimp offers a variety of tools for personalization and segmentation, including merge tags, dynamic content, and behavior-based automation. By taking the time to segment and personalize your email campaigns, you can increase engagement, build brand loyalty, and ultimately drive more conversions.