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

Powered By KuickList
0/0

Authenticating your Email

A few key technical steps to prove your authenticity so your emails can be delivered

  • Set up DNS to authenticate your domain name

    Send emails using your own domain


    Consider using domain hosting providers for domain authentication.


    Hosting provider options include DigitalOcean, GoDaddy, Ionos.com, Namecheap.com



  • Enable sender policy framework (SPF).

    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.

  • Consider using DKIM signature for outbound emails

    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.

  • Evaluate your records regularly

    Plenty free tools around - here is a good source

  • Ensure your subdomain is registered and used for email activity only

    Using a subdomain is a solid way to manage email delivery


    Create one and use it for email only

Improve Email Accessibility and Readability

Now email is delivered you want to get emails opened and read and links clicked

  • Set up a professional email address

    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

  • Check that your emails are personalized

    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

  • Countercheck your emails’ legality and GDPR compliance

    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

    1. Ensure you have permission to email the people on your list
    2. Don’t use misleading header information
    3. Make it clear when an email is an advertisement
    4. Include your address
    5. Include a way to opt-out of receiving future emails from you
    6. Honor opt-out requests promptly
  • Check that your marketing campaigns are integrated

    Email is one leg of communication.


    Be sure to align social media and video marketing and sales force interactions

  • Create a consistent send schedule for your emails

    Consistent emailing is important

  • Use language and tools that are engaging

    Think engagement


    Avoid using complex words and sentences. Write as if your reader is a Grade 8 student

  • Avoid using spammy words

    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

  • Check that your videos in the emails include texts and captions.

    Especially in California

Measure Feedback, Deliverability, Quality

Improvements in deliverability come from regular review and inspection of things like open rates and bounce rates

  • Identify spam traps and configure a clean email list

    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?

    1. Do not purchase lists
    2. Manage list contamination - double opt-in is best and/or email validation service
    3. Avoid outdated emails - clean lists to take out unengaged followers

    How to know if you have a spam trap in your lists?

    1. Check deny lists and blacklists. Start with this guide
    2. Check delivery rates




  • Include clear unsubscribe options

    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]

  • Evaluate your sender reputation

    This is a challenging topic - so many variables it becomes subjective. Check this blog post for tools and ideas

  • Optimize your IP for success.
  • Check that your inbound opt-in process is optimized.
  • Maintain a dedicated IP allocation for inbound email campaigns.