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Emails are among the most crucial tools for today’s digital marketers. According to a study, around 376.4 billion emails are sent each day. They are considered among those tools that give high returns on investments (ROI). Many marketers use it for outreach purposes as they have now become an essential tool of communication among business professionals.
However, there is a concerning element that many email marketers are worried about - poor deliverability. It leads to low email opening and click-through rates. However, there is no need to worry anymore, as marketers can take simple steps to improve their deliverability and achieve better outreach. And that is what we are going to reveal in this blog post. So stick along.
Before getting into the steps, let’s first have a little talk about what causes poor email deliverability. Following are considered the primary culprits in this regard:
Low IP and domain reputation
IP blacklisted
Irregular sending patterns
Poor or Incorrect authentication protocols
Spammy content
Large media files, etc.
Below are the steps you should take to cope with the culprits mentioned earlier. Following them will help you improve your email deliverability and get maximum out of your outreach campaigns.
If you recently registered a new email address, warm it up before you start sending emails in large volume. If you send hundreds of emails using the new email address on the very first day, chances are that they will land in the spam box of the recipients.
The key reason behind this is the reputation. As the email is completely new, its reputation will be low, which will gradually increase over time.
Regarding warming up your domain before outreach, here’s what you should consider doing:
Begin by sending a low volume of emails at the start.
Gradually increase the volume with a one-week gap.
Send initial emails to your friends and ask them to engage with you via those emails. This will signal high authenticity of your email address to the email providers.
Timely engagement with the external emails or the replies you get in response from others.
Remove inactive or invalid email addresses to maintain a healthy sender reputation.
Incorrect authentication of an email domain also results in poor deliverability. Authentication of an email domain is crucial. It helps protect the emails you send from being flagged as fraudulent.
To authenticate your email domain, you have to configure some essential protocols, including:
SPF
DKIM
DMARC
SPF records are the records in a Domain Name System that specify which mail servers you authorize to send emails on behalf of your domain. You can create SPF records in your domain DNS settings.
If you're experiencing poor email deliverability during outreach, check if your SPF records are correctly configured. You can do this with ease by running the domain name through an SPF checker. This allows you to verify whether the SPF records are configured and propagate properly. If not, immediately visit your domain dashboard and update SPF records accordingly.
Moreover, you also have to set up DKIM by adding a corresponding public key and getting it published in your DNS as a TXT record. DKIM is a digital signature for your emails. They allow servers of the receiving email provider to verify that the email content has not been tampered with during transit.
Besides the SPF and DKIM, you also have to ensure the correct configuration of DMARC. It is an essential protocol that adds an extra layer of protection to your domain.
DMARC works by aligning the results of SPF and DKIM records. It tells receiving servers how to handle emails that fail authentication checks. In simple terms, they let them (emails) through, quarantine them, or reject them entirely.
To configure DMARC, you add it as a TXT record in your DNS setup. They will let you reduce the chances of spoofed emails being sent from your domain. And that is the thing that many of the mail providers take seriously.
The cleaner and better your email list is, the better your email deliverability will be. If your list contains a majority of inactive or invalid email addresses, your sender reputation will suffer. It ultimately will impact your outreach success.
That is why maintaining a clean email list is necessary. It will help you avoid:
Hard bounces
Reduce spam complaints
Improve engagement metrics
To keep your email list clean and healthy, consider removing inactive addresses regularly. For example, if someone has not opened or responded to your email for a long time, remove them.
Here, we would like to mention a common mistake that many email marketers make: the use of purchased email lists. They are also among the culprits that impact email deliverability.
They often contain outdated or unpermissioned emails, which can trigger spam filters and damage your reputation. So, avoid using them.
Another common mistake among email marketers is sending duplicate generic content repeatedly to recipients. In such a case, the recipients will ignore or start deleting your email messages.
Over time, this low engagement will impact your email domain reputation. Many mailbox providers will start treating your emails as non-valuable or spam.
Personalizing the email content often leads people to believe it's simply about changing the sender and receiver's names and the organization's information.
Well, in reality, that is not the case.
Personalizing email content means using different content blocks from other clients. The body of the emails should be completely personalized for every individual recipient. It should address their interest and pain points.
When you do this, mail service providers will prioritize your emails, ensuring they do not end up in the spam folder.
If you need to send a large volume of emails daily, consider segmenting your email list. Don’t send the same message to everyone. Break your list into segments based on:
Industry or niche
Job role
Engagement level
Past interactions
This will help you tailor the content quickly to match each recipient group’s interests or challenges.
To get the maximum results out of outreach campaigns, better email deliverability is crucial. Many email marketers complain that their emails end up in the spam boxes of recipients, leading to slow responses and lower conversion rates.
The primary reasons behind this are poor email domain reputation, inconsistent sending frequencies, and not setting up the authentication protocols properly.
Above, we have mentioned the four tested steps. Following them will help you improve your email deliverability and get better ROI on your email campaigns.
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