Globalization Specialist for Korean Startups

3 Tips to improve Email deliverability, in 2018


So You’re spending a lot of time each week crafting emails to your subscribers, you have followed the advice in my other post When To Press Send and you are writing awesome compelling Subject lines by following these 5 tips to boost email opens, but still no one is opening your emails – then you need to Improve Email Deliverability, here’s how to do this in 2018.

If those emails land in your potential customers’ spam folders, you have next to 0% chance of building a relationship with them. Here are three tips that will help ensure that your emails make it to your subscribers’ inboxes.

3 Tips to Improve Email Delivery

3. Use A Reputable Auto Responder Service

Using a reputable autoresponder service is the single best thing you can do to improve your chances of avoiding spam folders. Companies like Aweber, Mail Chimp and Get Response work hard at making sure they are whitelisted with the big Internet Service Providers and email providers like Gmail.

Most autoresponder companies will list their delivery stats. In addition, the good ones will make sure your emails are compliant and keep you out of hot water.

2. Clean Up Your List Regularly

Another good habit is to clean up your list regularly. If subscribers haven’t been opening your emails for the past six month, chances are good they are no longer interested in what you have to offer.  Check your autoresponder services manual or help files to see how you can go about deleting anyone that hasn’t opened an email from you in the past six months. If that freaks you out, or you have a seasonal business, start by deleting anyone that hasn’t looked at your emails in the past year.

1. Set Expectations and Keep Them

Many email services automatically sort email, based on users past behaviour, into main and secondary inboxes. Your chances of staying in the main inbox are higher when your subscribers regularly open your email. The best ways to ensure that are; A.  providing great content that your subscribers are looking forward to your next email – and B is to set their expectations from the beginning. Let your subscribers know early on when and how often they can expect an email from you.

You can even use “foreshadowing” in your messages. For example, toward the end of your current broadcast email, mention that they can look for another email from you next Tuesday.

Once you’ve set those expectations, do what you can to meet them. Yes, things happen every once in a while. In general, do your best to keep your promise and email when your readers expect it.

Doing this regularly will improve your open rates and improve email deliverability.

Following these tips and keeping an eye on your writing style to see what you can do to improve email deliverability, in general, will make sure your emails are being read by your subscribers and that’s the point of email marketing, isn’t it?