The global placement rate for emails is almost 80%, which means more than 20% of them end up as spam. When you factor in the average open rate of 22.60%, deliverability data begins to take on more importance. So it’s clear that email deliverability has to be ensured before taking other important steps like optimizing your subject lines and openings, or refining your email etiquette. That said, deliverability rate is a complex metric that depends on your Email Service Provider (ESP), email list, email frequency, spam keyword content, domain reputation, and more.
- Buying Email Lists
In fact, this is one of the most popular tactics email spammers use. So you definitely need to stay away from it to run successful outreach campaigns and to have a clean reputation. Building an organic email list is hard work, but it’s the difference between talking to a person who wants to listen and well, talking to a wall. Start by using segmented pop-ups to sort your subscribers based on their interests. A strong social media presence won’t hurt either. Keep your list fresh and relevant by cleaning it up through verification from time to time.
- Neglecting the Importance of Email Verification
In your hurry to hit send, you might forget that people change companies, and therefore, email addresses. They might also lose an old account and have to start fresh. Verifying an address before emailing users helps keep your deliverability intact, protects your domain reputation, and offers you reliable insights into consumer behavior. It’s a simple one-step process, you enter the email address in the verifier and get the email status immediately.
- Not Having a Clear Unsubscribe Option
Emails are so successful as a marketing channel and website engagement tool because they’re a great form of two-way communication. Not giving your subscribers a clear way to opt-out ventures too far into spammer territory. A lot of companies remove accounts or subscribers after a prolonged time of inactivity. To ensure you don’t miss adding opt-out options for your marketing emails, use templates that come with unsubscribe buttons.
- Not Measuring Your Email Bounces
An email bounces when, instead of letting your email through, the recipient’s ESP throws it back at you. It can be a hard bounce or a soft bounce, but neither of them means anything good. Soft bounces are temporary, and even though delivery has failed at the moment, it might succeed later. Hard bounces can be especially damaging to your sender reputation by bringing down deliverability and getting you tagged as a spammer. Your immediate response in such a case should be to permanently remove that particular email address from your list.