Email is one of those things that can be tricky to figure out. You might be doing everything right, but still not getting the results you want. The good news is it's also one of those areas where there are always new ideas to try (and test!) to generate the results you seek.
1. Play by the Rules
Along with the basics, such as checking your spam score and sender reputation and complying with the CAN-SPAM Act, what else are you doing from a deliverability standpoint to enhance your inbox success rate?
Eliminating those who don't want to hear from you from your email campaigns has been a golden rule. Take this concept even further by targeting your most engaged customer segments first. This approach will yield great results and will improve your open and clickthrough rates.
Another tip: Schedule your email campaign to deploy to those who are new to your database first (they are your most recent handraisers), then target people who have clicked/opened in the last three months, then six months, then nine and, finally, 12. Stagger the deliveries over a period of time and watch your delivery rates improve. This can seem like a pretty manual process, but the majority of campaign management applications have automation features that enable you to schedule these delivery splits.
2. Know Your Limits
Along with being smart and strategic about your email campaigns, be aware of your sending limits as this can be a sneaky problem. To an extent, your reputation will have an impact on your sending limit. Many ISPs have a size limit per email and will dynamically slow or stop delivering to inboxes in real-time.
A great approach to this challenge is prioritizing your emails. You don't want to communicate with your customers more often than they'd like. And, you certainly don't want to send out a campaign while a prior one is still active; you could run into throttling issues or even blocked deliveries. Be proactive about monitoring your emails and work closely with your marketing services or email services provider. If issues arise, take action quickly to resolve them.
3. Stay Positive
Tips and suggestions that you can apply actively like those above are helpful, but you need to make sure you have an overall targeting strategy that works. Email has changed and evolved over the years; as a result, your strategy for communicating with customers must become more intelligent. Remember, engagement is king. Customers who don't open or delete emails without reading are the ones negatively affecting your deliverability. So develop a strategy—at both a technical and message-oriented perspective—that drives engagement. You'll have a much higher chance of getting your emails delivered.