Email Deliverability: The Secret to Getting Your Marketing Emails to the Inbox Every Time, from an Influencer Marketing Agency

Social media has a lot of value for driving traffic to your site. But beyond direct traffic, social media serves to build your email list, and that’s where the money is.

Email marketing is not as simple as sending a blast out to your recipients, however. The challenge is getting your emails to the inbox. If your email ends up in spam, your recipient will never see it.

Gmail is the primary email provider and offers many organization tools, including a feature that determines which email goes in what folder. In addition to the “spam” folder, marketing emails can end up in the “promotion” folder. Then, it’s a toss-up as to whether your recipient will see it among droves of other marketing emails.

If you need traffic, this is bad news. But you can ensure that your marketing emails always get to the right inbox and increase your open rates.

What is Email Deliverability?

Email deliverability is the rate at which your email lands in recipient inboxes. When your emails are bounced or end up in a spam or promotion folder, the email deliverability rate is lower. Spam filters are more sophisticated than you may realize, which can impact your email’s deliverability.

Here are some tips to improve email deliverability and get your message in the primary inbox:

Use Personalization

You should always address your recipient by their first name in your email campaigns. It not only makes the message feel more personal, but it catches their attention and connects them to your brand and story. Several email marketing platforms have tools to make personalization quick and easy.

Don’t Buy or Rent Email Lists

While it’s legal to rent or purchase lists from people who agreed to email marketing, it’s not ideal. It’s not only a shortcut that goes against the Terms of Service for your email provider, but you have no reason to believe these people fall into your ideal audience and will want your product or service.

Be Careful with Images

Images can enhance your email campaign, but it comes at a cost – Gmail interprets images as a promotion or spam message. In addition, images can affect load times, leading your recipient to open your email and exit out if it’s not fast enough.

Avoid Excessive Links

Email is intended to drive traffic, so everything should focus on guiding the reader to one link. When you write your email, keep it natural and include only the link you want the reader to click. If you have too many links, Google could interpret your email as spam or promotions.

Avoid RSS

Most RSS feeds land in promotions folders. Because it’s automated, Google assumes it’s not being sent by a real person and puts it in the promotion folder (even if you subscribed!)

Lose Overly Salesy Pitches

If your email is an obvious attempt to sell products or services, it may not end up in the primary inbox. Google typically flags keywords from these emails and puts them in the promotion folder.

Optimize Emails for All Devices

If your email isn’t mobile-friendly, you could get penalized by Google. Your email campaign needs to be designed around multiple devices with a responsive template that renders well on both desktop and mobile devices.

Monitor Your Reputation

Google looks at more than just keywords or other clues in your content to put you in the promotion folder. Some of these may include blacklists, spam traps, complaint rates, and the number of non-existent email addresses you send emails to. If these apply to you, you need to correct them before you’ll consistently land in the primary inbox.

Find Your Sender Score

The sender score is a score that tells email providers and spam filters if recipients want your emails and whether they’re perceived as trustworthy. Scores are on a scale from zero to 100, but they can change all the time. Check this score regularly to test your email delivery and see if you need to correct aspects of your campaign.

Provide an “Unsubscribe” Option

No one wants to feel forced into something. Give your subscribers the option to unsubscribe via a link in your email. If they stay, you know it’s because you’re delivering on what they were looking for when they subscribed in the first place. Also, make sure that the header has a Link-unsubscribe, so recipients can unsubscribe quickly.

Work with Influencers

If you’re already leveraging influencers for brand partnerships, you could use them to help you craft a better email campaign. By having their name on the email, your recipients will be more likely to open the email and read it. Influencers also make your campaign more credible and genuine.

Get Your Emails Delivered

Whether Gmail or another email provider, the laws are getting stricter, and email is becoming more crowded. You spend too much time and money on your campaign to have it go directly to the spam folder, so take advantage of these tips to ensure your email reaches its recipient every time.