Address your Email Deliverability Issue, Pronto!

Author: Marshal

Is improving email deliverability on top of your business agenda for 2017?

Do you believe that effective email marketing is a significant challenge for your business?

Does your email deliverability program reach out to global audience with positive open rates?

How crucial is email deliverability for your business?

The fundamental crux of email deliverability is quite simple- the positive measure to which your email reaches the prospects inbox without being marked as a spam. Sometimes, unknowingly businesses hamper their email deliverability but these issues can be sorted if corrective measures can be taken to improve email campaign success.

While it is a fact that email is the most used technology for B2B and B2C companies, with almost 82% opting to email marketing. Many businesses are yet to make it as one of their core offerings.

Know how to get that email to reach the inbox! Here are some quick essential areas of email deliverability to ensure that your emails are delivered effectively.

Check blacklists: Blacklists are a list of problematic emailers used to filter out spam. In order to avoid being blacklisted, all you have to do is know the IP address of the mail server you are sending your email to. If in other cases you are added, you can request the site to remove you. Follow instructions and audit your practices from being added to such lists.

Sender Policy Framework (SPF) record: SPF ensures that your associated IP address is legitimate. With a SPF in place your sent emails have little chance of being declined. Moreover it also creates a trust factor for your domain.

Identify domain-key only for email: By registering a specific sub-domain only for email the reputation of your IP is intact and safe from domain-based certification filters.

Implement a sender ID framework: Unavailability of an SPF record for your domain results in rejection of messages from the recipient’s domain since they cannot validate that the messages come from an authorized mail server. A sender ID framework is similar to SPF, but differs in its approach to validate incoming email. It is also used to publish policy records in DNS.

Feedback loops: It is essential to have a hygienic list to distinguish between legitimate and illegitimate subscribers. Major ISPs like Yahoo and Microsoft provide feedback loops where they forward information/complaints made by email recipients to the sender. Register your feedback loop for each ISP to remove any complaints.

Keep sender reputation Intact: Sender reputation is weighed on basis of various factors- clean lists, IP address, mail servers, hard bounces, spam-traps, redundant data, and aging lists. It is good to determine your reputation to gain user trust and thus build on your subscriber list.

Safeguard with a double opt-in: The best way to defend against spam complaints is to use a double-opt in. Send a confirmation email to the new subscriber in order to validate their address and gain consent.

Follow CAN-SPAM laws: Do not use misleading content in subject lines or headers. Make sure to include your contact information for the ease of subscription. Following CAN-SPAM laws also comes under email deliverability best practices.

Check email frequency: Do not flood your subscriber’s inbox with too many emails. This only leads to reverse subscriptions and can kill your revenue. Always define a fixed number of emails to be sent.

Purging your list: Irrelevant and unclean lists are more like dead weight causing high bounce rates, in filtering and blocking your IP. Remove all inactive members from your list and get onboard with a genuine email list service provider with accurate data and active recipients.

Follow a set schedule: Avoid sending out spikes by following a set schedule when sending emails. Erratic broadcast activity can affect your IP, causing rejection and a low sender score.

Manage your business email deliverability

If you have been sending out emails quite frequently and are also expecting a reasonable responsive reply, it mostly depends on the number of opens and clicks it your email receives. Set time periods that differentiate your email campaigns. Be it newsletters, documents or even promotions. The bottom line is knowing that your business does have email deliverability issues is the first step of solving the problem.

Are deliverability problems taking a toll on your email marketing return on investment (ROI)?

Lake B2B can help you with seamless email marketing solutions. Connect with our experts to identify and find the best solution for your organization’s email deliverability problems.