5 Tactics to Ensure Email Delivery
While email is the most cost-effective marketing tool, the proliferation of unsolicited emails has made it challenging for even the most well-known brands to consistently penetrate the inbox. Here are five practical tactics to help adress deliverability challenges and enusre that marketers' criitical messages will reach their target audiences and achieve campaign goals:
- Make sure your email can be authenticated. Before an email can reach the intended inbox, the receiving email server will attempt to authenticate the email — that is, ensure the sender is who it claims to be. To make sure your emails are authenticated, work with your IT department and/or an email service provider that's capable of publishing and maintaining your authentication.
- Maintain a good email reputation. To ensure a good email reputation, gather information on an opt-out basis, remove inactive addresses after each mailing, and consider developing a program that encourages inactive subscribers to verify their email addresses. Also, monitor delivery performance with the recipients' internet service providers.
- Prevent being mislabeled as a spammer by email recipients. More ISPs provide email recipients the opportunity to report spam, and this creates the risk that some will report legitimate email as junk mail. To reduce this risk, monitor feedback from your audiences’ ISPs, review subscriber opt-in processes to determine if subscribers are receiving what they expect, and test and maintain your unsubscribe process to make sure it updates your lists immediately. Finally, make it easier for subscribers to modify preferences rather than reporting your messages as spam.
- Prevent being mislabeled as a spammer by third-party software. To counter spam in the workplace, many companies have turned to third-party software to manage large volumes of unsolicited email. To avoid being blocked by these programs, do the following: update HTML code at least quarterly so you’re up to current standards; use content checking tools to avoid words that are often flagged as spam; monitor your sender reputation; use fully qualified names as hyperlinks in the body and address of email messages; and monitor blacklists to see if you’ve been listed — and find out how to be taken off the list.
- Configure email servers to meet industry standards. This final task belongs to your IT department and/or ESP. There are sets of industry standards that must be followed to make sure your email serversare capable of communicating with recipients' netwiorks.
For an action checklist to help you lead discussions with your IT department, download The Marketer’s Guide to Successful Email Delivery.