5 Foolproof tips to Increase Email Deliverability

Email Deliverability inbox placement

Despite all the tools marketers have at their disposal, email deliverability is still a major challenge. According to Business 2 Community, 22 percent of emails never even make it to the inbox. ISPs are consistently getting more sophisticated at sniffing out spam messages and the biggest email providers are placing more options in the hands of users. If subscribers don’t want to receive your messages anymore, they have a number of options. However, marketers aren’t powerless against these obstacles. Adhering to best practices can help you keep your deliverability rates high.

Here are our foolproof tips to improve deliverability:

1. Lower your spam score
Simple things could be causing issues with email coding, which can make messages appear spammy. For example, if you copy and paste the body copy from Microsoft Word, the formatting can throw off the HTML coding. Using alt tags for images gives ISPs a better idea of what the graphic is. This also tells readers what the image is supposed to be when it doesn’t display. Authentication is another great way to avoid the spam filter.

2. Strike a balance between email marketing goals and subscriber preferences
All marketers have specific goals they want to achieve, but their efforts won’t matter without deliverability. You can’t reach an ideal conversion rate if users aren’t receiving your messages in the first place. As Business 2 Companies states, companies need to make sure their objectives are not at odds with the kind of content subscribers want to receive. Using a preference center can ensure your audience receives as many emails as they want, while also retaining readers who would otherwise unsubscribe.

3. Pay attention to your text-to-image ratio
Some ISPs determine deliverability based on the word count of a message, so if an email has too many images compared to the amount of text, it could get directed to the spam folder instead of the inbox. Additionally, if your reader’s email client doesn’t automatically download images, they may junk the email if you don’t have any text that compels them to accept the message’s images. A good rule of thumb is one image per paragraph.

4. Avoid spammy word choices
Some phrases signal spam to ISPs, such as too many capital letters, exclamation marks and over-the-top promises. Your messages need to genuinely compel readers, not come across as making false claims. Even if those messages get past the spam filter, readers are increasingly intuitive enough to know when your subject lines are making promises your content can’t keep. If your readers refuse to open these spammy emails, the lower open rates can hurt your deliverability.

5. Use a personalized domain name
Many email clients send messages from unrecognizable URLs, which can be a sign of spam. Your sending address should always have your company’s name in it. This can ensure the message reaches the intended recipient. Additionally, readers may be more likely to engage with an email that’s not sent with a “no-reply” name. Sending from a more inviting name may¬†increase the likelihood that your emails get opened.

Now that you’ve got the basics of email deliverability down, don’t let your awesome emails go unseen! Drop anchor in the inbox by downloading our free Deliverability Solution Guide.

Email Deliverability Solution Guide

Shelly Alvarez

Director of Client Services, PostUp