August 2, 2023
Is your email game on point? Or,
Do your emails get lost in the spam folder maze?
Ding, dong! It’s time to check your email deliverability health!
Welcome to the frustrating world of email deliverability problems. These invisible obstacles can be the bane of an email marketer’s existence. They can leave you with a wrecking performance and wondering what went wrong.
But fear not! In this comprehensive guide, we will unveil the eight warning signs of email deliverability problems ahead. By recognising these signs, you’ll be armed with the knowledge and strategies to enhance email deliverability. It ensures your emails reach the inbox and drive meaningful engagement.
No more surprises, no more disappointments. Let’s dive in and conquer the email deliverability challenge!
Improved email deliverability is the backbone of any successful business. Email deliverability refers to reaching the intended recipient’s inboxes without being flagged as spam or bouncing back. It’s all about ensuring your emails get to your audience. Here are a few signs showing the issues with email deliverability:
The first primary sign showing email deliverability issues is the declining open rate. If your emails end up in spam folders or are blocked by ISPs, recipes won’t even have the chance to open them. This will ultimately lead to a drop in open rates. Here are some tips you can do to improve your open rates:
CTRs measure the percentage of emails opened and clicked on a link. If your CTRs are low, it could be a sign that your subscribers are not seeing your emails or are not interested in what you say.
To improve CTRs and identify deliverability problems:
Also, improving CTRs involves optimising your email content and design. Personalise your messages, use clear and compelling calls to action, and ensure your emails are mobile-friendly.
A spike in unsubscribers or spam complaints also signals email deliverability issues. It’s vital to take action to address the problems. Here are some things you can do:
When your emails consistently land in recipients’ spam folders, it's a clear sign of deliverability issues. Various factors contribute to this. These include using spam trigger words, sending emails to unengaged subscribers, or having a poor sender reputation.
You can use spam testing tools to check how your emails fare against various spam filters. These tools stimulate how different email clients and ISPs might evaluate your messages and provide you with valuable feedback on potential improvements.
Try to maintain a healthy email list by regularly removing inactive or disengaged subscribers. Furthermore, authenticate your domain with DKIM (DomainKeys Identified Mail) and SPF (Sender Policy Framework). This will help establish trust with ISPs and improve your sender's reputation.
High bounce rates can signal poor list hygiene and engagement, leading to potential deliverability issues. ISPs use bounce rates as a key factor in determining sender reputation. A negative reputation can result in your emails being sent to spam folders or blocked altogether.
Hence, it is crucial to regularly clean and maintain your email list to reduce bounce rates. You can implement a double opt-in process to ensure valid email addresses and remove hard bouncing addresses promptly. For soft bounces, implement automatic retries a few times, and if they persist, consider removing those addresses from your list.
Different segments may have varying engagement patterns due to factors like content relevance, frequency of emails, or personalisation.
You can implement targeted re-engagement strategies to win back the interest of disengaged segments. Create tailored content based on their preferences and past interactions. Encourage them to update their preferences and offer incentives to re-engage with your emails.
Being blacklisted is a severe consequence of poor email deliverability. It occurs when ISPs or email providers identify your send IP or domain as a source of spam or malicious content.
You must monitor the sender's reputation using reputable email deliverability monitoring tools. These tools provide insights into how ISPs and email filters perceive your sending practices and reputation. Hence, regularly check your sender IP’s status on the public blacklist to promptly address any blacklisting issues.
Inconsistent email rendering can make it difficult for subscribers to read your emails. There are a number of things you can do to improve email rendering:
By following the tips in this article, you can ensure good email deliverability and reach your subscribers smoothly. Stay vigilant, adapt to changes, and continuously refine your email marketing strategy to improve email deliverability challenges.
