By Savicom News

Deliverability: Part One

Deliverability – Neither snow nor rain nor heat nor gloom of night should effect your messages from reaching the subscribers inbox.

Email Delivery

You may not be aware of all the factors that go into email delivery. If you're just starting in email marketing or you’re a seasoned pro with years of experience there are a number of factors that you should be aware of, that effect delivery. I’ll cover some of them. You may ask, “what’s the big deal”, I write a catchy subject line, to entice my subscribers into opening the message, work with the creative marketing department on content and call-to-actions, schedule it to tens, hundred, or thousands of recipients, and sit back to watch everything work as expected. So, why don’t all the sent emails land in the desired inboxes?

It is not unusual for a certain percentage to miss the inbox, get undelivered, returned or bounced.

ISP's are getting more sophisticated on how they treat your messages. They look at who opens the message, how many people open it, if anyone clicks a link in the message, if the receiver has your sending address as a Safe Sender, how many unsubscribe, how many addresses bounce and how many report it as a complaint. All this data is compiled to determine if you message lands in the inbox or elsewhere.

What Can I Do?

Remember, email marketing is easy if you follow a simple rule, send messages to the subscribers that want it. Here are some ideas for increasing delivery.

  1. Brand your message, and prominently state who you are so the subscriber recognizes your message
  2. Use clear subject lines that surmise the message content
  3. Consistent mailings are best. Set your frequency so subscribers know when to expect it
  4. Remind new subscribers how and when they signed up
  5. Make it easy to unsubscribe, you don’t want to spend your time on subscribers that no longer want your mail
  6. Ask your subscribers to add your sending address to their list of contacts or Safe Sender list
  7. Use a welcome message, when someone signs up send a simple note thanking them and setting expectations

Savicom is a scalable email delivery engine and self-service ESP with proprietary delivery technology and a powerful interface to help you market smarter. Browse our Resources section to find other tips, tricks and insights to market smarter.