E-Mail Deliverability Tips

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Your e-mail marketing campaign is good only then when your customers get your e-mails. Incorrect e-mail addresses, bounce backs, and other issues that arise with delivery can be very costly for you and your company. You need to take a proactive stance in making sure your e-mails are getting exactly where they need to be. Here are 17 proactive tips that help you to be sure that your e-mail is deliverable.

  • Utilize feedback loops so that you know who exactly from your e-mail list is marking your communications as spam. This will allow you to delete them from your subscription list. Contact your ISP to find out how you can join one of these loops in an effort to streamline your e-mail marketing.
  • If you have inactive subscribers on your list that have not responded to anything you have sent over the last few e-mail campaigns simply remove them. Obviously they are not interested in your information and they are too lazy to unsubscribe themselves.
  • Be consistent when you send out your e-mail marketing campaigns as this shows your ISPs that you are a responsible marketer. Try to send them around the same day at the same time every time you send out an e-mail blast.
  • Make sure the ‘From’ information on your e-mails is always the same. Use the same name and address so that your subscribers do not have change it in their address book or junk mail filters.
  • Use a double opt-in method on your subscription pages so that there is no misspelled e-mail addresses from your customers.
  • Include the unsubscribe link at the top of the e-mail instead of at the bottom to avoid having the customers search for it when they want it and simply hitting the ‘junk’ button that reports you as a spammer.
  • Always send your e-mail marketing campaigns from the same static IP address to ensure that there is no mix-up between you and someone else. It helps build your reputation as a trustworthy site.
  • Perform a reverse DNS lookup so often to verify that you are still authorized to send out information from your domain.
  • Ask your customers to add you to their address book or white list. This is another sign of a trustworthy and reputable website.
  • Authenticate both your website and e-mail address. This helps keep spammers from spoofing you and your domain and ensures that your messages will be delivered without a hitch.
  • The word ‘free’ is okay to use in your subject line. Even though it could be considered a spam word, it usually does not trigger any adverse effects on the delivery of your e-mail.
  • E-mail addresses that come back as a ‘hard bounce’ – meaning it’s permanently undeliverable – should be permanently removed from your list immediately.
  • Take the time to respond to a ‘challenge’ e-mail asking you to confirm that you are a real live person. It will ensure that your recipient gets your message and helps build your reputation.
  • Send your customers what they asked for in order to avoid a complaint.
  • Sometimes e-mail clients limit the number of e-mails that can be sent from your ISP in a set period of time. Stagger your e-mails if it happens so that you can ensure the recipients that they will get your information.
  • If you find yourself on a blacklist, contact the recipient and ask what you need to do to be removed.
  • Get your company on the major ISP white lists as soon as possible to show that you are a legitimate business entity.
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