Keep Your Deliverability Positive
When it comes to email marketing, there are a few things that could negatively affect your deliverability. This can be especially noticeable when using referral programs and tools to accelerate your growth. By following these five tips, you’ll ensure the highest chance that your emails will:
- Reach your target audience
- Stay out of the spam folder
- Improve engagement
5 Email Marketing Tips For Deliverability
Pull The Weeds
Much like your herb garden, your email list needs constant tending and nurturing to produce good things. If a weed pops up, dig it out in order to keep it from taking over and spoiling the fruits of your labor. With email, be diligent about removing the unengaged users from your email list. If they haven’t opened an email from you in 6-months, they aren’t going to start now. Pull the weed and remember it’s not about how many people are on your list, it’s about how many are actually engaged.
Make Unsubscribing Easy
Some people look forward to hearing from you, but some do not. Be sure that you have an easy way for those who “do not” to unsubscribe from future emails. Some ESPs automatically generate unsubscribe links at the bottom of each email, but if they don’t, you’ll need to create one yourself. You might think that this is counter-productive, but for those who really don’t want to hear from you, not including this option can get you into hot water with inbox providers.
Never Click Here
Nothing is going to send your email to the spam folder (or the trash bin) quite like the request to “click here.” This is a phrase that sets off spam filters so often that it is considered a no-no in productive content writing. Don’t use it in the subject line, and don’t even use it in the body. Even emails that include unsubscribing links that read “click here to unsubscribe to future messages” can trigger spam filters, so avoid those two words at all costs.
Always Use The Alt Tag
If you’ve never considered the alt tag before, now is the time to start. Alt tags allow the inbox providers to read images. Leaving the alt tags blank will translate to an empty space to the inbox provider, sending your email right to the spam folder. Add alt tags to each image that give a brief description of what the image is displaying. This allows inbox providers to understand what you are sending, and it displays the text if the images are unable to render properly in the user's inbox.
Focus On Engaged Users
If you have a few users who have not engaged with you in your last few emails, it’s ok to keep them around for a while longer to see if they re-engage. You should refrain, however, from targeting them in future communications. Focus instead on your engaged customer base to keep deliverability metrics above industry averages. This lets the inbox providers know that you’re a good sender, and it will slowly improve your ratings. Prepare specific content for a re-engagement campaign for dormant users down the road.
Follow these tips to stay engaged, avoid becoming spam, and keep your deliverability ratings high. Be patient and give good things plenty of time to work. And if you have any questions about how email marketing or online engagement can work for you, give ignitedLOCAL a call. We’ll be happy to show you how your email can be the most reliable and cost-effective user acquisition tool in your repertoire.