HOW TO GET YOUR EMAILS DELIVERED

Find below the best tips on how to get your emails delivered. Curated by MAU. Digital Marketing Manager and trainer at eDigital.

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HOW TO GET YOUR EMAILS DELIVERED

How you can ensure it appears legitimate to mailbox providers — and interesting to your reader.

Use a reputable email service provider (ESP)

• Choose a reputable email service provider — and be prepared to pay for the service if necessary — to avoid your emails being sent to spam folders.
• ESPs are evaluated as senders based on the reputation of their customers’ IP addresses and domains. If the ESP is working with clients sending out spam to bulk email lists, and clocking up subsequent complaints, it will eventually be blocked by mailbox providers like Gmail, Yahoo! Mail and Hotmail.
• ESPs that send only solicited emails and ban spammers from their platforms have greater credibility with mailbox providers.
• Only send your emails to people who have opted-in, either by subscribing on your website or via the ticketing process. I do not recommend buying email databases.

Be easily identifiable

• Take extra care completing the ‘from’ field when setting up your email campaign, it’s important that recipients know who you are and why you’re sending them an email.
• Make it clear by using the name of your company, brand or event along with an email address specific to that subscription (i.e. “newsletter@edigitalagency.com.au). Wherever possible, don’t abbreviate the name of your company or event (i.e. “eda”), as your reader may not easily recognise you.
• When promoting specific small events like workshops or classes — use your own name and email address. It’s important to keep your sender names consistent. Not only do people become accustomed to sender names, mailboxes actually penalise frequent name changes. By consistently sending engaging, solicited emails under one identity, you can build a good reputation.

Personalise your email

• Spam filters will judge your email more favourably if it’s addressed to a named recipient as opposed to just an email address. This helps recipients trust your email, since they’ll be able to see your message as one they have signed up to. Use merge tags to personalise the “to” field. Example: “Hi Mau”

Read > BEST EMAIL MARKETING CONTENT IDEAS IN 2019

Avoid spammy language

• Certain words and symbols can might trigger spam filters. Attention-grabbing tactics such as using all capital letters, dollar signs, or exclamation marks can have a negative impact because people do notice the emails — and quickly single them out as spam. Also, common sales language can also be off-putting. Examples include: Free, Prize, Bonus, Buy
• Font color, style, and size, and spelling mistakes can also set off spam alerts. According to a study by the Radicati Group, more than 60% of respondents considered it unacceptable for email marketers to use different font sizes, irregular fonts, and different font colors. Nearly 70% of respondents prefer fonts to be one size. The same study found that 80% of all respondents find spelling and grammatical errors the most unacceptable email offence, so  proofread before sending your email out.
• You might want to send out a test to a few friends before sending the final email version so you can get their feedback.

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HOW TO GET YOUR EMAILS DELIVERED