Email: 7 Ways to Increase Email Deliverability, Engagement and ROI
Deliverability. Relevance. Engagement. ROI.
At first glance, these four topics seem unrelated. Yet today's modern email marketer understands they are all required ingredients in every hot bowl of email success soup. After all, how can you achieve strong ROI when messages go undelivered? And try driving engagement while kicking relevance to the curb—good luck with that!
Unfortunately, the amount of available information to help email marketers increase deliverability or improve relevance is so plentiful that it's easy to get overwhelmed. Most tips are little more than vague generalities that leave you hanging, wondering what you actually need to do. Fortunately for you, I'll be your chef in the email marketing kitchen today. Read on as we cover seven must-have morsels to make your email program a delightfully tasty treat.
1. Authenticate Your Email
"Email Authentication" encompasses a set of processes and technologies Internet Service Providers (ISPs) use to understand whether the sender of an email is falsifying its identity. If you're not properly authenticating your messages, you're missing low-hanging fruit to improve deliverability. All email marketers should authenticate messages using both SenderID and DKIM.
2. Make It Easy to Unsubscribe
It might seem unintuitive, but making it difficult for your recipients to unsubscribe is a major problem that can kill deliverability. That's because recipients who have a hard time unsubscribing are more likely to report your messages as spam as a way of opting out of future communications. ISPs rely heavily on user reporting, such as "mark as spam," when deciding to bulk or block a brand's messages. Therefore, burying an unsubscribe link in tiny footer copy or requiring users to click more than twice to opt out is a huge no-no.
The cardinal sin of unsubscribe management is forcing a recipient to log into your preference center after hitting the unsubscribe link in the email. Whenever I attempt to unsubscribe from a message and am prompted to log in, I immediately mark the message as spam.