Here are 10 tips that will help you dramatically improve your email marketing campaign and, best of all, increase email deliverability  and get more out of your email marketing campaigns:

• Ask users to whitelist your email address and ask them to be added as a safe sender.

• Authenticate your sending email and your domain

• Use double opt-in and add people to your list very carefully.

• Write engaging but not spammy-looking subject lines.

• Keep your list fresh.

• Segment your list.

• Keep your reputation in check.

• Check for blacklists.

• Watch out the sending frequency.

• Let users go easily.

If you’re like most business owners, then you probably rely on email to stay in touch with your customers and promote your products or services. 

Are you getting the most out of your email marketing? Are all of your emails reaching their target audience? If not, you may need to improve your email deliverability. 

1. Ask users to whitelist your email address and ask them to be added as a safe sender. Make sure you always use the same “FROM brand name” sending people email from the same domain name from which they received prior communication and are aware of.

2. Authenticate your sending email and your domain. Make sure your domain is authenticated using SPF, DKIM and DMARC records. These are a set of email authentication methods that senders can use to prove they’re authorized from your domain, preventing someone else using it by fraud or mistake and avoiding your emails being sent in a black hole.

3. Use double opt-in and add people to your list very carefully. Ensure that your list is made only by people who are genuinely interested in your newsletter. Don’t add emails of people who did not express interest in receiving your content. 

4. Write engaging but not spammy-looking subject lines. Your subject line is a key deciding factor whether or not your email is going to end up in the spam folder. Make it personal, engaging and use your spam folder to understand which lines and keywords could potentially land your newsletter there.

5. Keep your list fresh. Validate your email addresses periodically and remove any undeliverable email address. Having a huge (unverified) email list is not always the best choice. Besides the obvious cost considerations, having in your list email addresses of people who are not interested in your brand affects your ROI and your brand reputation.

6. Segment your list. Not all content needs to be sent to every user in your list. Make use of tags to group your users by interest. This will allow you to send relevant content to the relevant group of people.

7. Keep your reputation in check. Use tools like Mail Tester or MXToolbox to check how ISPs judge your mails even before sending it. 

8. Check for blacklists. Ensure that your domain doesn’t get placed on a list that prevents your email getting delivered to the inbox.

9. Watch out the sending frequency. Sending emails is a juggling act: send too much and you risk people ignoring your content or, worse, unsubscribing or tagging you as spam or by contrast, email rarely and be totally forgotten. Play around to understand what is the best time to send your newsletter and try to stick to it. ISPs also watch for these patterns to mark mails as spam.

10. Let users go easily. Besides this being a legal requirement, make it easy for people to unsubscribe if they wish to. If you don’t give users an easy and clear way to stop receiving your content and be removed from your list, they might take the only step remaining and they will mark and report you as spam and this will have a negative effect on your branding and the overall deliverability rate. 

About MailMatic

MailMatic is an energetic start-up set to reinvent and democratize email marketing as a whole. With the vision to make email marketing automation tools affordable, available and easy to use so that any business can leverage its platform to grow their business, MailMatic offers the most affordable rates on the market and the most generous lifetime FREE tier.

Consider signing up and giving MailMatic a try if you want to leverage email as your marketing tool to connect to your clients.

Nello Castellano

Founder and Technologist at MailMatic – Nello is a technologist and founder with over 40 years of experience in the information technology industry. He has co-founded or founded several startups. His areas of expertise include software engineering, product management, customer acquisition & retention strategies, marketing analytics and digital media distribution.