Email deliverability

If emails are not arriving in your inbox from your bulk email platform you need to consider making a few changes.

Over the years email has become a widely used marketing tool. It has one of the lowest costs of all marketing channels. Unfortunately, everyone else knows that too. Inboxes get flooded with emails and users of email platforms get frustrated with unwanted email and look elsewhere. Naturally the email service provider such as Gmail or Microsoft exchange have it in their best interest that they provide options to filter don't what the user wants. 

Now that we know why emails get rejected, lets see what we can do to get them landing in the inbox.

The options are:

Authenticating your domain - pasting code in your domain host panel to show the email service providers that it is actually you and you intend it sent those emails. This is done through DKIM and SPF records (part of DMARC). The process is slightly different for each domain host, but most software providers have instructions for this.

Getting double opt in - if you have ever clicked to confirm your email address, you have completed a double opt in. That means that if someone else entered your details and couldn't access your email t confirm that could not land content in your inbox without your confirmed consent. If you don't do this, you risk landing in the junk folder instead of the inbox. 

Minimising bounced emails - as the sender you need to provide engaging and clickable content. Sometimes people change employer, change email addresses etc. The emails that cease to exist then "bounce" in other words, there is no inbox to receive them, so an error message is returned. Keeping contact details up to date and confirming details are a good way to decrease bounce rates. You can also use suppression lists to take them out of any automated workflows while you get to work checking details. 

Minimising spammy content - email service providers use AI and filters to give each email a score based on the wording, the number of links and the reputation of the sender domain. This score depends on the recipient's security settings and helps the email service provider decide whether to put it in the inbox or junk folder. Consider the words you use when writing, too many emojis and exclamation marks may go against you.

In our experience, less is more. Some of the most effective emails are plain text with little to no images. An intriguing subject line and a single call to action. This works for both email service providers and simple human attention. Marketing that looks like marketing is less effective than a simple email. They are also less likely to end up in junk. 

Happy emailing,

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