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Quality content, according to many marketers, is the key to improving email deliverability. While strong content is essential for increasing your newsletter, it won’t matter how good your content is if your readers never see it.
Deliverability is a common issue with Bulk Email marketing teams; one can do everything right when creating marketing content but still manage to get it in front of your target audience. As per idealsmtpget.com, 30 per cent of email marketers claim deliverability as their top difficulty, with 67 per cent reporting inbox placement rates of less than 89 per cent.
The good news is that, unlike specific channels with continuously changing criteria, email deliverability rates can be improved by focusing on a few stable factors. Now Let’s see how :
- Keep your sender’s reputation intact–
In the field of email, your identity is everything. If you don’t have a good sender reputation, inbox providers will detect and classify your email as spam. As per Statista, 9-14 per cent of marketing emails are categorised as spam (depending on the business). Improving deliverability requires safeguarding your sender’s reputation. How do you go about completing it, though?
- Examine your IP address’s reputation-
The IP address is a string of digits used to identify all emails sent from your domain. Based on the past contexts of your domain reputation and IP address domain reputation, email providers detect “safe” and “unsafe” emails. What is the significance of this? bulk email marketing services that constantly check their sender’s reputation saw a 27 per cent increase in open rates of 16 per cent or more.
If your IP address has a history of sending “bad” mail, servers may ban your address and take it right to spam. If the receiver has only received “good” mail through your IP address, it will most likely reach securely in their primary inbox. If they’ve never seen your IP address before, they’re likely to suspect it and send it to spam.
Check to determine if your IP address or domain is blacklisted to avoid your emails going to wind up inside the spam box. If this is the case, go to the blacklist company’s website to learn about the conditions for being deleted from their list. Requirements could include allowing subscribers to re-opt-in or removing addresses from your email list before a specific date. Better yet, follow best practices to avoid being placed on such blacklists in the very first place.
If you have an IP address with no sending history, gradually increase the number of emails you send. Start by sending emails to your most active subscribers, who will increase the open rate and alert the email provider that the mail is “excellent.” Sending a massive quantity of emails from a “cold” IP address, such as your entire email list, is likely to be labelled spam, and it may even result in you being blacklisted before you even begin. You can also use SMTP Service Provider for better results.
- Set up authentication procedures-
Another technique to ensure that your domain isn’t hacked is to make anyone sending email on your behalf show “credentials” to the mail server. A DNS system called Domain-based Message Authentication, Reporting, and Conformance (DMARC) safeguards a domain from unlawful use (i.e., phishing emails and email spoofing). The DMARC protects the domain by providing specific guidelines to the email service regarding the sending domain’s allowed use.
Whenever an email is being sent, the email provider checks two sources in the DMARC — Domain Keys Identified Mail (DKIM) and Sender Policy Framework (SPF) — to verify legitimacy and determine whether it should be delivered to the primary inbox, quarantine, or spam folder.
- SPF: An SPF specifies which IP addresses and domain names are permitted to send an email from a domain.
- DKIM: it seems to be an encrypted digital signature which informs the receiving inbox provider of what should be included in an authentic mail from this domain.
Note:- You can ask your these setting from Bulk email server Provider
- Keep your email list clean –
It makes little difference if you have an extensive email list if most of your emails are bounced or never opened. When bounce rates rise, and engagement metrics fall, the receiving server’s Intrusion Prevention System (IPS) detects that you aren’t actively managing your list or sending compelling content. Your emails will most likely be forwarded to the spam folder when the server gets these signals. Pruning and monitoring your email list is essential to maintaining it and driving long-term growth.
- Check your list for inactive members and invalid emails regularly –
As per Statista, 2% to 4% of promotional emails go unopened each month, implying that your engagement levels are suffering from communications that never reach their intended recipients.
We understand that nobody ever wants to reduce their to-do list. You may improve your open rates and long-term email deliverability rate by deleting hard bounced (i.e., permanently undeliverable) addresses and unengaged subscribers. It’s time to let go of a hard bounced email or a subscriber who hasn’t opened an email in 12-18 months.
- Use a two-step opt-in process.
When a subscriber receives an email asking them to verify their subscription before getting added to an email list, this is known as a double opt-in. Because the user must validate their email, this prevents hard bounces. It also compels the subscriber to take an additional step of commitment by confirming their email, resulting in fewer unengaged customers.
- Your delivery should be “throttled” :
To avoid spam being sent through their platform, many ESPs will impose a regular rate limit (the number of emails you’re permitted to send each day). ESPs aren’t the only ones who have a rate cap. To avoid spam, Internet Service Providers (ISPs) will limit the number of emails they receive from the same IP address within a specific duration.
When an email sender surpasses their rate limit, the mail becomes temporarily undeliverable, or a “soft bounce,” as email marketers refer to it. A soft-bounced email will most likely be resent within 72 hours to check whether it goes through, but who wants to take that chance? Throttling is the practice of sending mails in small lots over time to avoid exceeding rate constraints, receiving soft bounces, or being designated as spam. Senders should separate their lists if they have more than 250 recipients. Plan once the lists have been separated to ensure that the campaign gets sent to each part before the deadline. This is when the term “throttling” comes into play.
- Consistently deliver :
The foundation of any connection is trust, and so when you start to appear for your subscribers regularly, they start to not only expect but also trust your presence in their lives.
If you wait that long between delivering emails, your subscribers will forget why they signed up from the start. They will either delete or unsubscribe your mail before opening it if they forgot why they subscribed. On the other hand, sending emails too frequently can be labelled as spam or annoy your subscribers. They’ll probably delete or unsubscribe from the mail without even opening it.