Email deliverability is the backbone of effective communication in today's digital age. But how do you ensure your emails land in the inbox rather than languishing in spam folders? It’s time to explore some offbeat strategies and wacky ideas to make sure your messages reach their intended destination.
1. Tidy Up Your Email List
Having a well-maintained email list is like keeping your wardrobe organized. A cluttered list full of uninterested recipients drags down your deliverability score.
- Regularly remove inactive subscribers. If someone hasn’t opened your emails in months, it’s time to let them go. Use email analytics to identify these ghosts and give them the boot. This keeps your list lean and responsive.
- Verify your email addresses. There are tools available to check if your subscribers’ email addresses are valid. An invalid email can hurt your reputation with internet service providers (ISPs).
- Send a re-engagement email campaign from time to time. Reach out to the quiet subscribers with a quirky message, like "Are we breaking up?" This tactic not only grabs attention but also helps you decide who to keep and who to part ways with.
What creative ways can you think of to re-engage inactive subscribers? How often should you verify your email list to stay on top of inactive users?
- Remove inactive subscribers to maintain a responsive list.
- Verify email addresses to avoid damaging your reputation.
2. Come Up With Unpredictable Subject Lines
Subject lines are the gateway to your email. If they’re boring, your email risks being ignored. Dare to be bold and surprising.
Instead of the usual "Limited Time Offer," try something absurd, like "Your Unicorn Delivery Awaits!" This sparks curiosity and tempts recipients to open the email.
Avoid overusing all caps or too many exclamation marks. They scream spam to ISPs. Instead, try using emojis sparingly or inserting an intriguing question.
You can also test subject lines through A/B testing. Split your list in half and send two different subject lines. Analyze which one performs better and use similar styles in the future.
What’s the most unexpected subject line you’ve ever received? How could you make your subject lines even more engaging?
- Use surprising and quirky subject lines to grab attention.
- Test different styles to learn what resonates with your audience.
3. Stop Using Too Many Images
Emails with too many images are like cakes with too much frosting—overwhelming and off-putting. A heavy email loaded with visuals might even be flagged as spam.
Stick to one or two key images. Use them purposefully—a striking product shot or a funny meme—to add personality to your email.
Pay attention to the balance between text and images. An email that’s all pictures and no words looks suspicious to spam filters. Always include enough text to create a good ratio.
Compress your images to reduce file sizes. A lightweight email loads faster and is more likely to land in the inbox.
Are there situations where more images could work in your favor? How do you decide which visuals are worth including?
- Limit images to one or two per email.
- Compress images and maintain a healthy text-to-image ratio.
4. Avoid Trigger Words
Spam filters are like overly suspicious airport security—they’re quick to detain emails with "suspicious" words. Knowing these trigger words can help you avoid trouble.
Steer clear of phrases like "Free Money," "Act Now," and "Winner!" These words send a red flag to filters. Instead, get creative with your language. For instance, instead of saying "Limited Time," try "Going Soon."
Avoid excessive punctuation. Multiple exclamation marks or dollar signs can set off alarms.
Test your email before sending. Tools are available that will flag potential spam trigger words in your content, giving you a chance to revise.
Which trigger words do you find hardest to avoid? Can humor be used to replace spammy language effectively?
- Replace spammy words with creative alternatives.
- Test emails for potential trigger words before sending.
5. Personalize Like a Pro
Personalization
Generic emails are about as exciting as watching paint dry. Personalization is your secret weapon to capturing attention.
Start with the basics—use the recipient’s name. "Hi Alex" feels warmer and more inviting than "Dear Customer."
Go beyond names. Reference previous purchases, browsing behavior, or even birthdays. A message like "Hope you’re enjoying your new headphones" feels thoughtful.
Consider segmenting your email list. Tailor your emails to specific groups based on their interests or location. It’s easier than you think and makes your messages feel relevant.
What creative ways could you use data to personalize emails? How can segmentation improve the content you send?
- Use names and personalized details to create a stronger connection.
- Segment your list to deliver content that matches recipients’ interests.
6. Check Your Sending Frequency
Sending too many emails is a fast track to the spam folder. But sending too few can make subscribers forget you.
Find a sweet spot by testing different frequencies. Start with weekly emails and adjust based on open rates and engagement.
Be consistent. Subscribers should know when to expect emails from you. A predictable schedule builds trust.
Ask your subscribers what they prefer. Include an option in your signup form or a quick poll in your emails to find out how often they want to hear from you.
How do you strike a balance between being visible and being overbearing? What metrics help you decide the best frequency?
- Balance email frequency to avoid overwhelming or losing touch with recipients.
- Stay consistent and offer preferences for better subscriber satisfaction.
7. Authenticate Your Email Domain
Email authentication is like wearing a VIP badge. It tells ISPs you’re the real deal and not a spammer.
Start with SPF (Sender Policy Framework). This record ensures only approved servers can send emails on your behalf.
Add a DKIM (DomainKeys Identified Mail) signature. It’s like a digital signature for your emails, confirming they haven’t been tampered with.
Finally, enable DMARC (Domain-based Message Authentication, Reporting, and Conformance). It’s a policy that protects your domain from spoofing and phishing attacks.
What steps have you taken to secure your email domain? How can you monitor if your domain is being misused?
- Set up SPF, DKIM, and DMARC to boost your credibility.
- Use authentication tools to protect your domain from misuse.
8. Include a Clear Unsubscribe Option
It might seem counterintuitive, but making it easy for people to leave your list helps your deliverability.
A clear unsubscribe button signals to ISPs that you’re trustworthy. If it’s hard to find, recipients might mark your email as spam instead.
Keep the process simple. A one-click unsubscribe is best. Avoid requiring passwords or complicated steps.
Consider adding an option to reduce email frequency instead of unsubscribing completely. This keeps some subscribers on your list while respecting their preferences.
How can you make the unsubscribe process more user-friendly? Would offering alternative options reduce the number of people who leave your list?
- Make unsubscribing easy to maintain a positive sender reputation.
- Offer frequency options as an alternative to unsubscribing.
9. Keep Testing and Optimizing
Email success requires constant tweaking. Testing and optimization ensure you’re always improving your strategy.
Start with A/B testing. Experiment with subject lines, call-to-actions, and email designs. Measure which options work best and apply those insights.
Pay attention to timing. Sending emails during peak engagement times increases open rates. Use analytics to discover when your subscribers are most active.
Review your metrics frequently. Look at open rates, click-through rates, and bounce rates. These numbers reveal areas that need improvement.
How often should you review your email metrics? What’s the wildest A/B test idea you’d like to try?
- Experiment with different email elements through A/B testing.
- Use metrics and timing insights to refine your strategy.
Maximize Your Email Deliverability!
Many small but regular efforts can boost your email deliverability - keep cleaning up your list, keep crafting good subject lines and testing. Because every tweak helps you land in the inbox. Keep experimenting, stay mindful of spam filters, and ensure your emails provide value to the recipient.
With the right steps in place, you’ll see higher engagement and fewer messages stuck in the dreaded spam folder. So, get creative and start optimizing your email strategy today!
