What is email deliverability?
It is a common misconception that when an email is sent that it will automatically appear in the recipient’s inbox.
In many cases it will go to a junk or spam folder – and you are none the wiser that it was not received.
Email deliverability is the rate at which your sent email actually make it into the recipient’s inboxes.
Email deliverability is important for business, especially if your marketing campaigns include email newsletters.
Improving your email deliverability will help improve your business.
10 tips to improve your email deliverability
- Avoid spam trigger words
In your email subject line avoid spam words (e.g. ‘free’, ‘guaranteed’, ‘no-risk’, ‘increase sales’). - Spell check your email
Poor spelling and bad grammar can result in your email being treated as junk and going straight to your recipient’s spam folder. - Don’t use too many images
Many email programmes don’t recognise background images, or will not handle emails that contain large files or too many files. - Ask your recipients or subscribers to add you to their address book
Spam filters can be very strong and emails that people wish to receive still end up in junk or spam folders. Adding an email address to an address book ‘tells’ spam filters to ‘back off’. - Use a recognisable sender name rather than something generic
- Use a good subject line
Make your subject line clear and accurate. Misleading or poorly written subject lines can result in the email being treated as spam. - Setup proper authentication
DKIM (DomainKey Identified Mail), SPF (Sender Policy Framework) and DMARC are the most common solutions. - Don’t link to a shady website or create misleading links in your emails
- Your recipient may have your email address marked as spam
Many email clients (email programmes) have the ability to mark email addresses as spam - As your recipient to add you to their whitelist