5 Tips for Increasing Your Email Campaign Deliverability

Tips for Increasing Your Email Campaign Deliverability

Email campaigns give us a low cost means of delivering our message to a wide audience. The deliverability of these campaigns can be limited by a number of issues.

When it comes to determining the quality of your emails, email service providers don’t give us much wiggle room. The content is usually given a spam score, with more than 5 points categorising it as spam. Also, most email marketing platforms won’t allow you to send out emails if they are not of a suitable standard, and even then – providing your email has survived the spam score stage – it must still appear worthy of the recipient’s time for them to want to open it. To help guide you through the mess and onto email marketing success, we’ve compiled a list of 5 tips for increasing your email campaign deliverability.

  1. Firstly, always ensure that your email has a friendly subject line and exclude spammy keywords such as pharmacy, drugs, Viagra, free etc. It is worth also avoiding other words related with sales as, even though they may not alert a spam filter, they are often ignored by recipients.
  1. Be sure to provide an HTML and plain text version of the email. This is important for several reasons. Firstly, in situations where the HTML version cannot be displayed, it still allows your message to be delivered in plain text. This can occur due to the subscriber’s preferences being a plain text format, or simply because of the service provider capabilities being unable to support HTML. Secondly, the vast majority of email marketing platforms will not allow you to send out any emails without both an HTML and plain text version, making them both a necessity.

Blocked email content

  1. Always ensure that your images have alternative text, as many email service providers block images. If you enter an alternative text and the image is blocked the recipient will still see the description, limiting the negative impact that not having the images appear can have.
  1. Provide your company details in the email, such as your registered address. Firstly, this provides recipients with a greater sense of security and confidence in the legitimacy of your organisation, making them far more likely to follow your call to action. Secondly, many automated marketing platforms will not let you send out emails without first entering these details in the first place. Reputable platforms include Act-On, MailChimp and dotmailer.
  1. Ensure that you provide clear instructions or a link for recipients to unsubscribe from your campaign, should they wish to. This is about giving recipients an experience they are happy with. If there is no simple unsubscribe process, it may lead to the recipient marking your emails as spam in an effort to stop receiving messages they don’t want, which can create a feeling of frustration towards your brand.

And finally, before you send your email to your target audience remember to test, test and test again! Winning.mail provide a cost-effective service allowing you to analyse your email’s chances of deliverability with their 10 point checklist.

In Summary

Ultimately, automated email marketing service providers need to protect their reputation by preventing users from abusing the system. This is why their systems and checks are in place to actually help improve your email campaign deliverability, not limit it. If you’d like to learn more about optimising email campaign deliverability, sign up for a free Act-On demonstration.

Ryan Sedgwick
Managing Director & Marketing Consultant at Impact Digital Markeitng
A Chartered Marketer, Ryan has gained extensive B2B and B2C marketing experience working across a broad spectrum of industries. Having graduated with a Masters in Marketing Communications from the University of Huddersfield, Ryan successfully utilises his skills and knowledge to effectively support businesses in getting the most from their marketing investments.