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Tallen Hughes6/19/20233 min read

7 Best Practices to Improve Email Deliverability

In today's digital age, email marketing continues to be a powerful tool for businesses to connect with their audience and drive conversions. However, the success of an email marketing campaign relies heavily on one crucial factor: deliverability.

Deliverability is fundamental to the success of email marketing campaigns. It refers to the ability of your emails to reach the recipient's inbox. Even if you create compelling email content and engaging campaigns, they won't yield results if they end up buried in spam folders or go unnoticed in crowded inboxes. Uncovering deliverability best practices is essential in ensuring that your emails hit the top of people’s inboxes so you can best achieve your marketing goals. 


1. Build a High-Quality Email List

The foundation of successful email marketing lies in having a high-quality email list. Avoid purchasing email lists or resorting to illegal or unethical ways of acquiring subscribers. Instead, focus on building an organic list of engaged and interested individuals who have explicitly opted in to receive your communications. This approach not only improves deliverability but also enhances engagement rates and the overall success of your campaigns.


2. Authenticate Your Email Domain

Email authentication is crucial for establishing trust and improving deliverability. Implement sender authentication protocols such as SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance). These protocols verify the authenticity of your emails and protect against phishing and spoofing attempts, giving ISPs (Internet Service Providers) confidence in delivering your messages to the inbox.


3. Maintain a Healthy Sending Reputation

Your sending reputation plays a pivotal role in determining email deliverability. ISPs evaluate the sender's reputation based on various factors, including email engagement rates, spam complaints, and bounce rates. To maintain a positive reputation, follow these best practices:

  • Regularly clean your email list by removing inactive or disengaged subscribers.
  • Promptly address spam complaints and unsubscribe requests.
  • Monitor and reduce email bounces through list hygiene practices.
  • Segment your audience and personalize your content to improve engagement.


email deliverability best practices


4. Optimize Email Content and Formatting

Crafting compelling and engaging content is essential for capturing your recipients' attention. However, the way you structure and format your emails also impacts deliverability. Consider the following tips:

  • Keep subject lines concise, clear, and relevant.
  • Use a recognizable sender name and email address.
  • Avoid excessive use of spam trigger words or phrases.
  • Optimize email design for mobile devices.
  • Use a good balance of text and visuals.


5. Implement a Double Opt-In Process

Implementing a double opt-in process adds an extra layer of confirmation, ensuring that subscribers genuinely want to receive your emails. When someone signs up, they receive an email with a confirmation link. This process reduces the likelihood of fake or mistyped email addresses and helps maintain a clean and engaged subscriber list.


6. Monitor and Analyze Email Metrics

Regularly monitor and analyze your email metrics to gain insights into your campaign performance and make necessary adjustments. Key metrics to focus on include open rates, click-through rates, bounce rates, and unsubscribe rates. Analyzing these metrics can help identify areas for improvement and optimize your email flows and campaigns accordingly.


7. Test, Test, and Test Again

Testing is an integral part of optimizing email marketing campaigns. Conduct A/B tests on various elements, such as subject lines, sender names, call-to-action buttons, and email designs, to identify what resonates best with your audience. Test your emails across different email clients and devices to ensure they render correctly.

Achieving top-of-inbox placement is the holy grail of email marketing deliverability. By following these best practices and optimization techniques, you can enhance your chances of reaching your audience's primary inbox and improve engagement rates.


A strategic approach to email deliverability

With a strategic approach to email deliverability, your email marketing campaigns are poised for success, delivering meaningful results for your business. By implementing the best practices outlined above, you can ensure that your emails reach their intended recipients and drive engagement and conversions.

With a high-quality email list, authenticated email domain, healthy sending reputation, optimized email content and formatting, double opt-in process, and regular monitoring and testing, you can achieve top-of-inbox placement and build a successful email marketing campaign.

Remember, email marketing is a powerful tool, but it requires a strategic and thoughtful approach to deliver the best results for your business.

Need help with your email marketing efforts? BlueSwitch can help. We offer a variety of email and sms marketing services, including full email audits of your email marketing campaign setup.