To help you with deliveries, we have prepared this content with the main information on the subject. Check out what can hinder email marketing deliverability and what you can do to optimize this step!
Content
What is email deliverability and why is it important?
What can affect the deliverability of your emails?
How can I improve email marketing deliverability?
1. Optimize your brand reputation
2. Personalize the content of your messages
3. Deliver engaging, quality content
4. Clean your email list periodically
5. Practices you should avoid
6. Use a good email marketing tool
What is email deliverability and why is it important?
When we talk about email deliverability, we are referring to the retail email list sending of the message and its receipt by the reader in their inbox. This way, your strategies have a greater chance of achieving the objective, whether it is to convert leads into customers , nurture your leads, among others.
For example, if your emails are blocked or end up in the spam folder, your customer will hardly read the content. Therefore, deliverability is essential for your actions to increase your metrics.
What can affect the deliverability of your emails?
There are some factors that can hinder the deliverability of your email marketing . It is important to know them in order to adjust your messages and make deliveries effectively. In short, the steps are:
Gateway : providers use message filters to qualify the content that reaches the reader, separating emails that they consider malicious or untrustworthy;
Spam filter : This filter checks the sender's reputation, engagement with the subscriber, and the content of the message. It then directs the email to the spam folder or inbox.
Both of the above options automate this step, so even if your email is not spam or contains malicious content, your messages may still be blocked.
How can I improve email marketing deliverability?
To help you, we have selected 7 practical optimization tips. This way, your messages will have the email marketing deliverability you desire, increasing your conversions and improving your relationship with your customers.
Also check out: Dark Mode in email marketing: what it is, importance and best practices .
1. Optimize your brand reputation
Internet service providers check your brand reputation to determine whether your email is trustworthy and should be delivered to your subscribers’ inboxes. They consider factors such as domain, IP, CTR, and more.
2. Personalize the content of your messages
Use data to your advantage and check their purchase history, the content they’ve already interacted with, or their position in the sales funnel. This way, you can segment and personalize your messages.
For example, if your customer bought a pair of men's sneakers, you can offer other sneakers or accessories that complement the purchase, such as socks and laces. In addition, personalize retargeting content where your lead has not yet completed the purchase.
3. Deliver engaging, quality content
If your content is attractive and of high quality, the chances of your emails being opened and clicked on will increase considerably, as the message will be consistent with your customers’ interactions and stages in the funnel. In addition, if they like your emails, the unsubscribe rate will be reduced. For inspiration, check out 7 email marketing examples .
4. Clean your email list periodically
If you’ve tried re-engaging and your customers still haven’t opened your emails or interacted with your brand, delete those addresses. It can be painful to give up on some contacts, but trust me, it’s better to avoid sending them than to increase unsubscribe and block rates.
5. Practices you should avoid
If you want to maximize the deliverability of your company's email marketing, avoid some actions, such as:
sending spam: this practice does not work;
buy email list: send email only to users who want to receive your content;
sending emails without a strategy: if your lead opens an email that does not match their interests, they will hardly open the next ones;
Send an unanswerable email: It may be easier, but no one likes having their opinion ignored.
6. Use a good email marketing tool
Choosing a good email marketing tool is one way to optimize message deliverability. These platforms have features that can help you, such as segmenting your contact list to send personalized messages and more.
In addition, Mailbiz 's email marketing platform has an interactive dashboard connected to Google Analytics so you can monitor your metrics , a drag-and-drop editor to quickly create your emails, integration with ERP systems and other features that facilitate your strategies.
