1. Craft a Credible Email Domain
Good deliverability is all about credibility.
Prove, early on, that you’re not going to overwhelm your recipients, that their subscriptions are worthwhile, and that your business is not a scam — nor is it run by bots.
2. Regularly Monitor and Clean Your Mailing Lists
Subscribers are a changeable group of people. They might unsubscribe, or change their email address, or just stop engaging. That’s okay. It’s normal.
But it does mean that you need to go through your mailing lists every now and again, and remove those addresses which are not serving your business anymore.
We recommend you monitor email bounce rates and keep your suppression list is up-to-date (a suppression list is the list of those who have opted out, who should not be sent any emails).
You can monitor your campaigns’ deliverability using Klaviyo’s Deliverability Hub, which breaks your campaign performance down into open rate, click rate, bounce rate, unsubscribe rate, and spam complaint rate.
3. Keep an Eye on Your Sender Reputation
Your email domain gets scored on its reputation.
All mailbox providers evaluate your email reputation, which is affected by factors like spam complaints, the volume of emails you send, and how recipients respond and react to them.
You can use third-party software to run checks on your sender reputation, or you can keep a note of:
- High bounce rates
- High spam complaint rates
- Low engagement rates
- High opt-out rates
If any of these start spiking, you know there’s an issue with your deliverability, and it’s time to troubleshoot.
4. Keep Your Subscribers Engaged
Focus on keeping your emails relevant, exciting, and easy to follow, to improve your click-through rates (CTR), and overall engagement with your business.
By improving your CTR, you improve the deliverability of your emails, because people love to engage with them. With a little bit of TLC, you can see how the cycle starts to maintain itself.
5. Optimise Your Content
Craft emails that are engaging, and clear. Don’t include spammy language, or overly aggressive calls-to-action. If the spam filters don’t pick up on it, then your customers will, and that will only lead to opt-out rates, and further deliverability problems.
Also be sure to balance your image-to-text, and text-to-link ratios, making it easy for recipients to find what they’re looking for, on any device they choose.
6. Don’t Forget About Mobiles
Emails are often opened on mobile devices, rather than desktop. Files that are not suited to mobile phones might bounce, so make sure you’re optimising your content with mobiles in mind.
Keep your layout simple, and limit the special characters and images you use. Your email is more likely to arrive, and more likely to spark positive engagement, building your sender reputation up long-term.
So… Did This Article Deliver?
We want you to have thriving email campaigns, and our compact team of talent is always here to help. If your delivery rates are dropping, get in touch. We’ll collaborate with you to get them back up to scratch.
