What triggers your email deliverability?

Author: Mike Connolly

Email marketing is the most popular and highest returns yielding marketing tool in use; one of the reasons being ever increasing use of smartphones that always connects users to emails. According to a study from IDC, 78% of respondents say they check email on their smartphones.  With its growing popularity, marketers have learnt the art of crafting beautiful emails. However, marketers fail to ensure the emails are getting successfully delivered to the customers.  A recent survey reports suggests that over 20% of the marketing emails never made it to the subscriber’s inbox.

Insights such as these worry marketers tremendously who have been utilizing emails as their primary marketing tool. Email deliverability is one of the alarming factors that are urging marketers to learn a little bit more than just the basics of email marketing. We have chalked out five fundamental factors that can trigger successful email deliverability.

1. Hygiene lists: is one of the factors that have the biggest impact on email deliverability. Research suggests about 58% of the email deliverability issues arise due to lists that are not updated and clean.
2. Relevance to the target: customers start to ignore emails or even flag them if they find it irrelevant. Profiling your customer lists can shed light on understanding the target you are reaching out to. A user who subscribes to your emails is most receptive to something that offers information and value to them. Emails that are not relevant to recipients is the second most popular reason for marketing emails not making it to inbox.
3. Sender Reputation: keep up to the email marketing compliances from the ISPs and the ESPs. Using your own email account to send mass emails puts your email sending reputation at stake. Instead, it makes sense to invest with an ESP that offers design to sending tools that are easy to use.
4. Double opt-in: in a desperate act of building a large database of emails, marketers often let go of user privacy concerns. It is always recommended to take users through a double opt-in or confirmed opt-in process to enhance your email deliverability rates. It is an unethical practice to sign up users for all your communications without their consent.
5. Spam words: Use of spam words like FREE, Act now, exclamatory marks, too many capitals and fancy letters is sure to direct your emails to SPAM folders. Take time out to understand what influences the emails being marked as spam, keep a ready check-list and follow it before executing a new email campaign.

At Lake B2B, our focus over the years has been on improving the efficiency of marketing campaigns. We have a full suite of email marketing services that has helped our clients in driving more revenue. Contact us at (800) 710-5516 or write to [email protected] to get the maximum from Email Marketing.