July 7

5 Things You Need to Do to Improve Email Deliverability

Email communication is key but only if you can make it into the inbox…

Crafting the perfect email is essential when it comes to communicating your brand message with prospective customers. You need to grab their attention, be clear about what you can offer them and focus on your call to action… but none of it matters if the message doesn’t even make it into their inboxes.

As small business owners, getting your newly perfected email out to prospects is vital for customer acquisition and maintaining a positive, reputable brand image. 

So, here are 5 things you need to be doing to ensure your message always finds its way into the inbox and not the junk.

1. Spring clean your email list

Keeping the same email list you have had since you’ve started your business is not such a smart move. Although you may want to get the word out to as many people as possible, there’s no point sending emails to outdated addresses or people who aren’t interested. You can use a software to identify these addresses and remove them from your list to keep your contact list focused and protect your reputation.

TIP: Check out software; Deliverability Dashboard. Learn more about how it can help your business here: www.emailhealthcheck.net.

2. Set up email authentication

Email authentication is made up of two factors;

A) A Sender Policy Framework which tells your addressees which systems you trust to send out your emails e.g. Mail Chimp

B) A digital signature for every email you send (AKA DKIM – DomainKeys Identified Email) this allows the receiver to check the authenticity of the email having come from the correct sender.

Email authentication builds a level of trust between the sender and the receiver, which is key for building a successful customer relationship.

3. Use content wisely

There are certain features of an email which can make them more likely to be redirected into spam. Try to limit the number of links and images in the body of the email as these can be picked up by servers as ‘promotional’ and subsequently never make it to your prospects inbox. 

4. Get on their whitelist

When prospects sign up to receive your emails, it’s important to make sure your messages always make it into their inbox and not spam or junk. In your intro email, it’s a good idea to request to join their whitelist. This can be done in a variety of ways; they can add your address to contacts, mark your emails as ‘not spam’, or for some email providers you can create a filter to ensure emails from particular senders always come into your inbox.

TIP: Check out this article for specific ways to whitelist with Gmail, Outlook or Yahoo; https://support.appliedi.net/kb/how-to-whitelist-an-email-address-with-gmail-outlook_com-or-yahoo/

5. Change your mind-set

For many small businesses, it often feels like pushing our message out to the maximum number of people reaps the maximum rewards, but maybe it’s time for a new approach. By directing your emails more towards the people that engage with them, you’re more likely to build a focused and attentive brand message that resonates with your prospects.

If you’d like to learn some more business growth ideas and strategies, then come along to one of our weekly Bizmosis® events.

This article was written in collaboration with Adrian Savage. You can find out more about Adrian and his email-saving software at www.emailhealthcheck.net.


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