5 Tips to Improve Email Deliverability and Open Rates

October 20, 2014 Karen Axelton

email deliverability

You can spend hours crafting the perfect marketing email with a subject line that grabs readers and a call to action that gets them to click. But none of it matters if your marketing emails never get delivered to readers in the first place. With more and more email clutter, ensuring your email gets through to the recipient is the first step in email marketing success. Here are 5 steps you can take to improve email deliverability and open rates.

  1. Practice good list hygiene. Renting or buying email mailing lists costs money your small business may not have, and is generally less effective than mailing to people you know have an interest in your business. Use double opt-ins when building your email list to ensure that recipients actually want to hear from your business. It may take more time and mean a smaller list, but building your own lists means quality, which is more important than quantity.
  2. Once you have your mailing list, be sure to update it regularly. You should send marketing emails at least once every quarter, if not more often, so you can see if emails are still getting through or if subscribers’ email addresses have changed. Mailing to an outdated list where most emails are undeliverable could make your business seem like a spammer. It’s a good idea to ask users to add your email address to their address books to ensure they keep receiving your emails.
  3. Make sure emails are clearly from your company. If you are sending marketing emails from a Gmail, Yahoo or Hotmail email address, recipients will rightly be suspicious. Emails should always come from your own business domain. Your subject line should also indicate your business name so recipients feel confident in opening the email.
  4. Create professional looking emails. Using a template to design your marketing emails will help give them a professional look that makes recipients feel comfortable opening them. Spam emails typically look sloppy and amateurish, with few graphics or photos. Be sure to tie in your emails with your company’s overall brand by incorporating your logo and your company’s colors.
  5. Use an email service provider. Email service providers offer a lot of benefits. In addition to providing templates that will make your emails look professional, the providers keep up-to-date on anti-SPAM laws to make sure your email campaigns are in compliance. This can help improve your email deliverability.

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Author information

Karen Axelton

Karen Axelton

Karen Axelton is Chief Content Officer of GrowBiz Media, a media company that helps entrepreneurs start and grow their businesses. Visit her company’s blog at SmallBizDaily.com.


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