The 9 Email Marketing Deliverability Rate Optimization Strategies of 2024

In our opinion, email marketing is the most cost-effective element of a digital marketing strategy. There are many Email Service Providers that allow you to email previously collected contacts. With their help, marketing emails can be written with quality email content that helps bypass spam filters. The tools provided by them also help to improve your email deliverability rates.

It is also effective at developing a relationship with your audience over time. You can send them your related blog article or market special offers throughout the year via desktop or even mobile. However, many users’ inboxes can be complex to navigate, which can lead your emails to get sent to promotions or spam if you do not execute a good email campaign strategy that achieves a high email marketing deliverability rate.

In order to improve your email marketing deliverability rate, here are five methods that you can implement. The email deliverability strategies outlined below will reduce your spam score drastically and help you to avoid the dreaded spam folder

A good email deliverability toolkit should have a combination of the below measures if it cannot be fully adopted. You must factor in Email deliverability for understanding email Performance.

1) Source your email marketing list organically.

While buying lists can be tempting as it can seem like a fast way of getting results, the truth is that you are starting that relationship from the cold. Many people right from the outset will mark your email as spam, which will result in all of your emails getting sent to spam in the future. In turn, you may be sacrificing some of your ability to send emails to your organically built email list, or even your current customers, into your primary inbox. Use a double opt-in process to confirm that your users want to subscribe to your list that is strategically integrated into your website. If you have a strong blog within your website, you may also want to use content gating to enhance your ability to organically collect email addresses avoiding spam traps or spam complaints

With email deliverability tools, you can improve your domain reputation thereby improving sender reputation so that you can improve Inbox placement of your emails. The tool sends emails to predefined email addresses that reply to your email or transfer it from the spam or promotions folder to the primary inbox. Therefore, your campaigns will then achieve better results since your recipients will receive your email campaigns in their inboxes.

When you use a high-quality email marketing software provider, the delivery rate of your email campaigns and click-through rates can dramatically improve. When other senders execute poor-performing email campaigns with high bounce rates under the same software provider that you use, it affects the quality of delivery of everyone else’s email campaigns. We recommend using MailPoet, which is great email marketing software specifically designed to integrate with WordPress websites. One feature that we like is Smart Bounce Management, which removes emails that are no longer in use to boost open rates. In addition, MailPoet also has DKIM Validator which further builds trust in recipients’ email services such as Gmail and Yahoo.

Both these tools improve the sender reputation by eliminating the soft bounce from the email address. This gradually improves the sender score giving more authenticity to their email Messages

4) Make the process to unsubscribe simple.

Most digital marketers think by making the process to unsubscribe difficult, they can better retain subscribers and control their unsubscribe rates. They hopefully think some of those subscribers that would otherwise subscribe will eventually come back to patronize their business. However, 43% of people mark emails as spam because the unsubscribe process is too complicated, or they can not easily locate the unsubscribe link. Even with the higher reliance on a mobile device, it doesn’t mean people are looking to subscribe to everything they see. The unsubscribe link is a necessary evil and hence should be handled in a way that it doesn’t damage your sender reputation.

Email Content should be designed in a way that the unsubscribe link is visible but not predominant

5) Use Marketing Automation.

Use marketing automation to better personalize emails that you send to your email lists based on website activity and prior email campaign engagement. Marketing Automation also makes it simpler as to what types of emails you’d like to send and help keep your campaign monitor up to speed.

Also, with a CTA in the subject line of every automated email that you send, your click-through rate has a higher chance of increasing with better Email Engagement Metrics. Since you are increasing the relevancy of your marketing campaigns to each individual audience member, you increase deliverability because users will mark your emails as spam less often than if you did not use a marketing automation tool.

A popular tool for Marketing Automation is Magento. Another popular tool is Klaviyo. They can provide a detailed report on the key metrics of a complete email deliverability test.

6) Don’t Over-Do It With Emails

If you have ever been interested in a brand and opt-in to their emails, do you ever notice that you get annoyed when they send you a constant barrage of emails?

When you’re sending a constant volume of emails to your clients, you’re definitely going to sense that they will be annoyed and see your brand as something desperate. This would lead to a souring relationship between yourself and your customers. Active Subscribers in general would like steady information with controlled email frequency with a regular schedule from the brands they are interested in

In some cases, when you’re sending mass emails, they are highly likely to be ignored or be sent to spam, which hurts your IP Reputation leading to more Email Deliverability Issues

If you’re looking to find ways to improve your email marketing campaign, sending emails to your clientele multiple times a day isn’t the right solution to it. This will just lead to an increased list of inactive subscribers with more complaint rates

7) Stick to a Consistent Schedule

Whenever you’re looking to improve the click-through rate for your email marketing campaign by improving content quality, the most important thing is to keep a consistent schedule of when you will be sending them. There is a much higher chance that your emails would end up in the spam folders.

Also, a major issue that pops up when you don’t send your emails on a consistent basis is that your brand awareness can be affected. Also, bombarding your subscribers with emails isn’t a good idea as well.

The most important thing is to keep a schedule and balance out the number of times you send your emails. It will help you create fresh and relevant content that can be enticing for even a single subscriber. You can expect an increase in your active subscribers with a consistent schedule.

8) Create a catchy subject line

Your subject line is the first segment of your email that your subscribers look into and maybe the last. In many ways, an email subject line is far more important than the content created for the email itself. It isn’t like social media where the first thing your customer sees is the post itself.

Your email subject lines can be controversial, simple and non-nonsense, welcoming, contain numbers, single-word. It depends on the type of marketer you are and how you want to approach your target subscriber.

If you’re a digital marketer who likes to create highly enticing emails, the subject line is the most important. The  inbox placement rate of your email campaign improves with a good subject line thereby improving your reputation profile

Subject Line Testing Tool with Algorithmic Product Recommendations leading to good deliverability and product strategy are widely available.  The Email body content is equally relevant and we will discuss that further below

9) Use Segmentation

Are you aware, that there is a strong correlation between email engagement and deliverability?

In order to increase email engagement, segmentation is one area you should be able to produce upon.

Email segmentation is typically used to send targeted, personalized emails to a specific group of contacts. It lets you group Email subscribers, by specific content that is important to your company.

According to Shopify, “Marketers have seen segmentation bring in more than 7 times the revenue of non-segmented emails, allowing businesses to develop individualized scalable conversations with contacts.”

It is important that in order to increase click rate and improve email marketing and strategy, being able to segment your emails based upon a specified category for a loyal customer can be beneficial for doing that.

Email Segmentation improves Email Sender Score and leads to stronger Email Deliverability.  The segmentation tools are available on most Email Marketing Platforms.

An email marketer should be very careful about the email delivery rates & must use the right Email program to improve his Domain’s Reputation

The Inbox Providers do a very thorough Authentication process nowadays to calculate the sender reputation score.  Each Incoming Mail goes through a custom authentication process to cleanse any dangerous link.

There are now even abuse reporting mailboxes which can increase your spam score if your mail does not follow the authentication protocol. This can lead to serious damage to your reputation profile

Are you looking to improve the email marketing deliverability rate to make your overall digital marketing initiatives more successful?

Are you suffering from Bad Email Deliverability with a Negative Impact on your email marketing efforts?

Are your subscriber Lists of Email Clients shrinking by the day?

Are your Email Marketing programs worth it?

Do you need an Attractive email with great Email Templates?

Contact Prime Marketing Experts to make the most of attracting customers at the lowest potential acquisition costs.