Tips for improving email deliverability
To get into inboxes, it’s essential to have a good sender reputation. This is something that needs to be built over time (and on an ongoing basis), and it should be considered when designing any email campaign.
Here are the keys to building a good server reputation.
Send the right amount of emails
The best way to send emails successfully is to start by sending a limited number. Sending out bulk emails can make your IP address look like nothing more than spam to your subscribers. It's best to start with small batches and be careful not to send too many to any user in one day. Take it a step further and ensure you aren't sending out emails daily.
Over time, ISPs will identify patterns in send rates and adjust their metrics accordingly. But a significant change, like a sudden, substantial rise in the volume and frequency of emails sent, will alert the ISP to the possibility of a spam virus from this sender, which could result in being denylisted or blocked.
However, the more you grow your subscriber list, the more trustworthy your IP address will look. It pays to study others in your industry to determine the most appropriate email sending frequency. If you are above or below the industry standard, your emails may not be as effective.
Send high-quality content
Content that’s unwanted or irrelevant to your audience runs the risk of being flagged as spam, which lowers your sender reputation. Avoid this by sending high-quality, relevant content which won’t be considered “spammy.” And by providing valuable content to your audience, your unsubscribe rate should stay low, which is another important factor.
Increase opens and clicks
The more opens and clicks your emails receive, the better your sender reputation becomes. When your emails drive actions like clicking through to your website, it shows the ISP that your audience values your emails.