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Nothing will stop an email campaign dead in its tracks faster than a trip to the spam folder. Even the most creative and effective campaign won’t be worth a dime if its message never reaches a reader’s inbox.
So how can you be sure that your emails don’t get caught up in the spam filter and reach the eyes of your consumers?
Fortunately there are several best practices to follow when drafting and sending email communications that will help increase the deliverability of your messages. In this article we’ll examine five of the most effective ways to increase the likelihood of your communications making an impact on consumers.
1. Use Your Lists
One of the fastest ways to land your emails in the spam folder is to send messages to people who have no expectation of receiving them. If too many of your emails end up in spam folders it will have a negative impact on the overall deliverability of all your messages.
That’s why it’s a good idea to only send communications to people that have opted in through your website, downloads or other subscriptions. This will significantly increase deliverability and guarantee you don’t build a bad reputation.
2. Send Relevant Information
Even those that opt-in to your email list won’t be happy if they keep receiving communications that are totally irrelevant to their interests. If you led your readers to believe that you were an expert on email marketing (as an example) and are sending emails about your newest stain-proof coffee mug people are going to be very confused and probably a little upset.
When readers get upset they unsubscribe and send your email straight to the spam folder, so stay on topic.
3. Maintain Your List
Are you noticing a trend here? Your email campaign is only as strong as your list. Be sure to keep an eye on your reads, bounces, unsubscribes, complaints, opens and click-throughs and address any patterns or concerns that may arise. By cleaning your list of users that are no longer interested you may save your communications from being labeled as spam. This will help your deliverability in the long run.
4. Note the Most Active Subscribers
While monitoring your email metrics be sure to take note of especially active readers and focus your attention on them. Most email marketing software (including the Mission Suite) will allow you to focus follow-up messages on these receptive demographics so that you can hopefully convert these primed leads into sales.
5. Choose an Effective Email Marketing Platform
By choosing a proven and effective marketing platform you will provide yourself with access to the tools and metrics necessary to craft effective email marketing campaigns.
The Mission Suite provides dozens of metrics, filters and tools to help you avoid being labeled as a spammer. There’s even a built-in gauge to let you know if you’re at risk of ending up in the spam folder.
Use a respectable email marketing platform so that you have the tools and insight you need to reach your customers.
Email deliverability is key to the success of your email marketing campaigns, so be sure to follow these best practices to keep your emails where they belong: in front of your customers.
If you have anything to add to this conversation, or any questions about deliverability in email marketing be sure to drop us a line in the comments. If you’re ready to take advantage of the power of email marketing be sure to take advantage of your free trial of The Mission Suite!