If you’re like most email marketers, you’re probably wearing multiple hats. One of those hats that tends to get neglected: email deliverability. Unfortunately, for most email marketers, it only becomes a priority when there’s a problem. It also happens to be one of the more difficult topics to understand. The acronyms are enough to make you scratch your head: SPF, DKIM, DMARC? What’s that? 

If you’re new to email deliverability or you, like many others, don’t have the bandwidth to dig into the specifics, here are some key deliverability mistakes to avoid without getting in the weeds:

 

Sending too many emails 

When subscribers feel like you’re beginning to spam them, they’re going to start marking emails as spam or not opening them at all. In fact, in a report conducted by TechnologyAdvice, 45.8% of study respondents said they marked emails as spam simply because of the number of emails they received from the company. 

 

[[B@d]] $ubject Lines!! 

Sometimes, what might seem like a good idea to get attention from subscribers ends up hurting your deliverability. For example, special characters, random cases, or all capitalized text can get your email caught in ISP spam filters. Misleading text such as ‘Re:’ or ‘Fwd:’ also is a red flag. For emails that do make it past ISP spam filters, you’re still not in the clear: 69% of people who mark an email as spam do so solely based on the subject line.

If your team struggles with email subject lines, consider using one of the many free subject line testers like this one from Net Atlantic to score your subject line before sending your next email.

 

Using free email addresses instead of a company address to send emails

Sending from an unrecognized email with no company domain — like iluvemailz7_xo@aol.com — is a good way to get flagged as spam. Verifying your domain is something your ESP (email service provider) documentation can walk you through to ensure you’re set up for success. 

 

Excluding unsubscribe options from emails

If you’re sending emails without a clear path for subscribers to opt out, STOP! This is a critical component of the CAN-SPAM Act. Make it clear in the email how users can unsubscribe, or provide a reply-to email where they can message and opt out of receiving future emails. With more data privacy conversations coming from GDPR, having a clear path to opt out or update email preferences is more crucial than ever before.

 

Sending every email to everyone in your database

This goes back to the first point regarding spamming subscribers with information. In the same TechnologyAdvice report, 49% of people said they received emails every day that contained irrelevant content. By sending the same message to everyone in your database, emails come off as insincere and can result in being marked as spam. Instead, focus on relevant and engaging content (maybe content based on browser behavior, perhaps?). 

By avoiding these deliverability mistakes and using a spam testing tool like this one from Litmus, you can be better equipped to monitor and diagnose deliverability issues without spending too much time on it. For more information on email deliverability, check out our Email Marketing Fundamentals Ebook

Editorial Image by cattu from Pixabay