Email Deliverability
A lot goes into enhancing the deliverability of your email. It is more than improving the CTA, the subject line, and maximizing the engagement and open rates of the emails.
There are a range of purely technical things that have to be done right too
A few key technical steps to prove your authenticity so your emails can be delivered
Send emails using your own domain
Consider using domain hosting providers for domain authentication.
Hosting provider options include DigitalOcean, GoDaddy, Ionos.com, Namecheap.com
With an SPF record in place, Internet Service Providers can verify that a mail server is authorized to send email for a specific domain. An SPF record is a DNS TXT record containing a list of the IP addresses that are allowed to send email on behalf of your domain.
DKIM (DomainKeys Identified Mail) is a protocol that allows an organization to take responsibility for transmitting a message by signing it in a way that mailbox providers can verify. DKIM record verification is made possible through cryptographic authentication.
Plenty free tools around - here is a good source
Using a subdomain is a solid way to manage email delivery
Create one and use it for email only
Now email is delivered you want to get emails opened and read and links clicked
Ensure your “from” name is branded - tie it in to your domain name
Do not use services like Hotmail and Gmail and Outlook for outbound email
Personalization improves click through rates
This is a challenge for list building as asking for a name is often a barrier to getting sign ups
Email is regulated by things like CAN-SPAM and EU GDPR
Check the rules for your territories not just where you are based but also where you are sending to.
Here is a great summary of guiding principles
Email is one leg of communication.
Be sure to align social media and video marketing and sales force interactions
Consistent emailing is important
Think engagement
Avoid using complex words and sentences. Write as if your reader is a Grade 8 student
Check that your email is free of spam words
Worth checking spamminess of your emails - try this mail-tester.com tool
Or use the tools built into your autoresponder
Especially in California
Improvements in deliverability come from regular review and inspection of things like open rates and bounce rates
Spam traps (also called honeypots) are used to identify and monitor spam email. Anti-spam organizations, Internet Service Providers (ISPs), and corporations use spam traps to lure spammers. If you have a spam trap in your list, your deliverability will suffer.
Here is a starting guide
How to avoid spam traps?
How to know if you have a spam trap in your lists?
Put an unsubscribe link on the bottom of every email
Make the process uncomplicated
Honour the unsubscribe - delete the name from the list
[EU GDPR rules require you to keep a record of the deletion]
This is a challenging topic - so many variables it becomes subjective. Check this blog post for tools and ideas