Seven Tactics For Optimum Email Deliverability
@webaroo
Emails consume time and effort from business owners and businesses. In any size business, what's the number of approvals before an email's sent to a list of twenty-five or two hundred and twenty-five thousand email addresses? Most all online entrepreneurs agree, "the larger your list, the larger your income." It's ignorant to not pay attention the work that email providers (Google) put in to make sure users don't get spammed (and with good reason; I hate spam). From a user perspective, if I opt in to receive updates about a topic I'm interested in (such as Marketing Automation), I want to receive those emails!
I started to notice the issue when I opted in for an email about one of my long time obsessions, Flying Cars. Does a user ever fill out a form twice? If you are truly passionate about the topic, poss-. I set an alarm on my phone to remind me to check my email for the newsletter. That's how much I cared. After a day, nothing. I filled out the form again. Again, nothing. This was when I discovered the three preset tabs on my G mail account, primary, social, and promotions. I asked ten family members and friends if they knew about these tabs. One respondent knew about tabs. She said, "I never check the social or promotions tabs," then at the same time we both said, "and no one else does either".
If you're a marketer or have common sense you why this is an issue; otherwise quit and work at Chipotle. If clients are spending valuable time, effort, and resources crafting perfect emails for their list to read, you better take the extra effort to make damn sure that those emails are being delivered to the inbox people actually look at. Deliverability experts like Chris Lang say "you'll get an 8-10% increase in opens and clicks by being in the primary tab."
I took time to contact google, both by writing and phone. No one’s able to reveal the true reasons why an email gets put into the different categories. I'm sure it's not because they don't know, but because why in the world would Google want people to know how their algorithms comprehend emails right? If I was the email provider, I wouldn't want anyone to know either.
@specna_arms_4s
I've prepared a short list of tactics to help at least improve your email deliverability for those of you who have common sense and a wish not to waste your clients time or money.
Tactics:
Be Fluid Deliverability changes and is unpredictable. For those of you who know about SEO (Search Engine Optimization), Google's algorithm updates constantly. The same goes for email. Don't get attached to server, format, or content preferences.
Personalize & Engage Recipient engagement is a core part of email deliverability. Open rate is a great metric to track, but it's kinda like judging a book by its cover. You need people to reply, follow the link, or at least read the whole email. Write the messages like notes to a close friend. Have fun. Be entertaining. This is the greatest place in business to have creativity since people commonly are bored.
Check Your Email Service Provider Don't rely on anyone to go out of their way to make sure that your emails are landing where they're supposed too. In fact, online, I wouldn't rely on anyone or anything. Based on my experience, check every software thoroughly before committing. Use SenderScore to see the 'reputation' of the sending server. Furthermore, use Glockapps to help further testing or cross-examination of the sending server.
Go Easy On Images & Don't Over-link. Less is more. If an image is not necessary, drop it like it's hot. The same goes for links. I don't recommend greater than one of both categories. Don't insert the view in browser link; it correlates with bulk emails.
Practice Stellar List Hygiene What's the longest you'd go between showers or brushing your teeth? The same logic needs to be applied to your list. Don't forget to floss. Use automation to help engage audience and keep your list as segmented and tailored as possible.
Smarten Up Headers & Footers Instead of coding a custom name or making fancy dynamic headers, keep it simple; "My dear friend." For the footer, replace "unsubscribe from all future mailings" with "unsubscribe".
Be Blunt When someone signs up for your emails, be upfront and tell them their message from you may arrive in the promotions tab if they used G mail. Encourage them to drag the email from their promotions box to their primary to keep it from landing in promotions. If enough of your list engages with the emails by sliding them over, they'll be delivered to the primary box. There's a pretty cool tool called Whitelisting.
In conclusion, testing is consistent in marketing. Be consistent and stay on top of deliverability. It's crucial for communication and making sales. If you’re ready to see first hand how Launchpadds can implement your business, send an email to missioncontrol@launchpadds.com and setup a live demo.