Up, Up and Away! Six Steps to Increase Email Deliverability



Whether you are a marketing pro or just getting started with email marketing, getting your emails into the inboxes of your audience is the target you are shooting at. Once people open your email, they can be drawn in by the creative design and compelling content; however, none of that matters unless the deliverability of your email is top notch. Email deliverability is all about monitoring and improving engagement.

Email marketers need to update their approaches to stay current with ISP requirements. Here are three simple metrics you should use to monitor engagement:

1. Open Rate: If people on your list are clicking delete or moving your email to their junk folders, not many of your future emails will get through.
2. Click-Through Rate (CTR): Want to show ISPs that you are a trusted source to send bulk emails? You can do it by having a high CTR, when recipients desire the content you send and then want even more.
3. Built-In Platform Features: ISPs consider how your emails look; you are legitimate when you don’t embed spam codes, viruses, buttons and attachments. An acceptable marketing email will include applicable content and will not use spam words such as “FREE.”

Taking steps in advance to prevent poor deliverability is the best plan for any email marketer. Here are three ways to do this:

1. Unsubscribe option: If you include an obvious unsubscribe option, people will not mark your emails as spam or send them to the trash folder. Making it easy for recipients to unsubscribe is also a simple way for you to build your reputation with ISPs.
2. Proper authentication: A good measure is to get properly authenticated using SPF. If you want to go further, make sure Domain Keys Identified Mail (DKIM) is also configured properly.
3. Return Path Sender Score Certification: It costs a little more, but may be worth your while. For a fee, you can enroll in the Return Path Sender Score Certified Email program.

Because we know that these steps are important, WhatCounts customers’ authentications are checked during their on-boarding process to make sure they meet current ISP standards. The option to enroll in the Return Path Sender Score Certification is also available; just ask your Services Account Manager about how to get started!

Joy Ugi
Digital Marketing Coordinator, WhatCounts

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