Email Marketing Best Practices

Use this guide to Future-Proofing the email deliverability and domain/IP reputation

1) BRANDING

Keep your branding consistent throughout the different types of emails sent to the customers.

This will allow customers to get familiarized with the branding and know who you are.

2) BE UPFRONT REGARDING WHAT EMAILS CUSTOMERS WILL RECEIVE

Set clear expectations on your subscription page. Here are a few strategies to try:

Let readers choose the frequency of emails they receive. If you’re sending high-frequency emails, include options such as daily, weekly, and monthly.

Let them choose topics they receive.

Create multiple, targeted subscriptions and let subscribers choose from them.

Describe each targeted subscription to remind readers of the value and frequency.

3) BE CONSISTENT WITH HOW OFTEN YOU SEND EMAILS

Not sending enough emails and send too many emails can cause engagement issues.

Track engagement and test different email schedules then verify the reports to find out what works for your audience.

4) MAKE IT EASY FOR CONTACTS TO UNSUBSCRIBE

If contacts can’t find the “unsubscribe link” they might report spam instead and it can quickly damage your email reputation.

Also, when people unsubscribe but continue to receive email from you, they will complain.

Try this: Sign up for your company’s email subscription, but with a different email address. Then click to unsubscribe. Continue through the entire process.

Could you locate the unsubscribe button? Did the page load quickly? Did you need to re-type your email? Was it pre-filled for you? Did you click one button? Or several? If it’s too difficult, subscribers will be tempted to choose the “this is spam” button over unsubscribing.

Another option to reduce complaints is all about placement. In addition to your footer, insert an unsubscribe link in the header of your message. This placement could make it easier for people to click “unsubscribe” over “this is spam.”

5) CONTENT IS KING

Look at the content of your email from the perspective of your subscribers. Does your content teach your reader something new? Do you tell them how it makes their life easier? Does your content feel exclusive or give a limited offer? If your spam complaints have increased, ask yourself, has the quality or value of your content slipped? Do readers look forward to receiving your email?

6) REMOVE INACTIVE SUBSCRIBERS

The majority of complaints can come from inactive recipients, and removing them may reduce your complaint rates (and improve your deliverability). One technique for reducing complaints is to suppress or reduce the frequency of emailing inactive recipients.

Are you still mailing to subscribers who are inactive?

Find subscribers who have been on your list for more than 90 days, but who have not clicked or opened your emails in the past 90 days. Here’s a recipe for your next steps:

Use segmentation criteria to find the addresses that fall into this category. Create it as a saved segment for easy future reference.

Reduce your sending frequency to these subscribers. Re-evaluate them at the next cycle.

Create a message for the reader to update their information. It’s an easy, non-intrusive way to garner a response. Their response (or failure to respond) will help you determine whether they wish to remain active on your list.

Deactivate or remove subscribers who have not engaged in the past 60-90 days.

We recommend using the 90 and 180 day cut-off for most senders. However, depending on your email program, you may choose a different interval. Regardless of what you choose, the important thing is to remove inactive subscribers who have had a fair chance to engage. Don’t let them bring you (or your deliverability) down!

7) EMAIL DESIGN AND READABILITY ACROSS DEVICES

With lots of different devices and browser versions, it’s important to double-check your template, design, and content in a variety of email clients and devices. If readers can’t read your email, they can’t engage with you and they may mark your email as spam.

Luis Xavier

Email Marketing & Automation Specialist 

Mobile: 0422 854 463

Site: SalesStudios.com

Email: Luis@SalesStudios.com  

"Marketing isn’t just about doing something unique – it’s about adding more value than anyone else in the game. Doing more for your customer than anyone else."

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