Email is an example of the most dominant digital marketing channels. It can help you connect with both prospects and existing customers. Every penny that your organization invests for email marketing campaigns will surely pay massive dividends. In fact, for every $1 that you spend on email marketing, your organization may earn up to $ 44 – this depicts the enormous income and revenue potential of 4400%!

With the advent of social media, many people claim that email marketing is dead, and no one bothers to check their inboxes anymore. However, email deliverability is a significant performance parameter – it represents how likely your company’s email is to reach a consumer’s inbox, as opposed to the trash or SPAM folder.

Email deliverability is a major determining factor as it is directly connected to leadership, customer engagement, and brand visibility. You do not want to put in resources and invest energy in emails that will not even reach your target audience. It’s essential to craft out a careful strategy that will improve your email reputation amongst service providers – aim at getting maximum open clicks, and encourage your customers to subscribe to your email newsletters.

It’s not an easy path ahead. The modern customer is informed and may choose to unsubscribe or mark your email as spam. You have to remain in the safe zone and continuously work on improving email metrics. Here are some best practices that can increase your readership rate, boost email deliverability, and drive your conversion ratios positively:

1. Deliver A Strong Welcome Email:

You have got to give due relevance to the welcome email as it will make your brand’s first impression. Your welcome email should remind new subscribers why they are getting your mails and let them know that they have joined your list of readers. It will enable them to similar themselves with your brand, and let them know that your content is from a legitimate source.

Emails are an opportunity to engage positively with your audiences and forge an instant rapport. They should be designed to give adequate brand information, and also remind the subscriber that they will be getting regular correspondence in the future. You may also choose to include preference management tabs in your welcome email so that subscribers to receive emails only in relevant fields – this will give your emails a higher chance of being read, rather than landing up in the spam folder!

2. Segment Your Target Audience:

There is no point in sending emails to people who will not be interested in your brand’s products or services. One of the smartest tactics that will help you increase your deliverability rates is to segment your audience and send them personalized content.

Your emails are targeted at generating interest by aiming brand-specific relevant content; you can be sure that subscribers will open them instead of marking the email as trash. Use automated tools to check past purchase history, and use that data to send emails on specific products or services. This will lead your followers to click more and engage longer with your organization. Re-engage with your silent subscribers to show them that you care about their interests and persuade them to follow your email content.

3. Give Users An Option To Unsubscribe:

You cannot force people to develop an interest in your brand, hence hiding you unsubscribe link may harm your deliverability instead of doing any good. If you do not give followers a chance to unsubscribe, they may block your email address and mark it as spam. This will lead to a poor sender reputation and a severe lack of credible engagement.

Want to avoid getting your emails spammed, so make sure that your audience has an easy way out by clicking on the unsubscribe button. Give subscribers the option to decide what kind of content they want to read. E.g., your subscribers may want to receive newsletters about the latest discounts and offers, rather than new products or services. This will empower customers and make them feel more involved in the communication process.

4. Avoid Spammy Content:

It is essential that your emails seem professional and do not use spammy words or phrases. Email providers are incredibly skilled at separating spam mails. Hence it is recommended to avoid phrases such as ‘Buy Now’ or ‘Free.’ Research has found that using images along with supporting text of around 500 words is beneficial at grabbing the audience’s attention. However, if you generate emails with only photos, there is a higher chance that your emails will not be opened.

Sure to align your font, colors, and text style with your brand for better recognition by subscribers, and it is also a good idea to minimize the number of links that you add in your emails. Personalize content and do not rely on automated emails, as they are almost always discarded as digital trash. Try to follow a regular schedule so that subscribers know when to expect your emails and even look forward to receiving valuable information.

Out emails to your target audience is not enough – you have got to work on innovative practices that will keep your mails away from the spam folder! Develop a consistent email strategy with long-term objectives so that your subscribers look forward to your content.

Not ignore email performance; take the required steps to evaluate and optimize deliverability metrics. It can create a world of the real difference in your results and increase vital parameters such as lead conversion rate, sales, and profitability.

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