In case you missed Part 1 of improving your email deliverability, make sure to check it out in DTC 142!
If you’re still working on improving deliverability on those pesky emails, tune in for part 2 👇
5️⃣ Test variations in your “From” line
If you aren’t doing it already, use your brand name in your “From” line. This helps reduce Spam complaints and improve open rates, which will help deliverability.
You could also test sending emails from a company individual to give messages a more personal feel.
Others, like Chase Dimond, have experienced better open rates by using their email domain in the “From” line.
The options are endless—just remember to test and see what’s working!
6️⃣ Consider simpler emails
Image-heavy emails with very little copy can be hallmarks of Spammers, so providers tend to be wary of them. Additionally, some ISPs don’t display images by default, which means they may not even show up for some users. Images are also slower to load, which impacts UX and engagement.
This is why many brands are experimenting with simpler, text-based emails to improve load time and deliverability.
Of course, this is all highly brand relevant. If your emails are extravagantly designed, full of GIFs and crazy animations—but you have killer engagement—keep fighting the good fight! 👊
(And if you use images, make sure they’re properly compressed and include alt text.)
7️⃣ Clear Unsubscribe button
This should be a no-brainer, but the sad truth is we all experience the “where the F is the Unsubscribe” moment on a much-too-regular basis. 🤦
It doesn’t have to be in screaming red letters. Just make sure your Unsubscribe button is easy to find…
Because if users can’t see it, they’re more likely to hit Spam/Complaint, a killer for deliverability.
Good example of subtle yet clear:
8️⃣ Practice good list hygiene
Ahhhh hygiene. A world we’ve all come to know and love/hate the past 22+ months. 😷
Just like your hands, regularly cleaning your list is an excellent idea. Unopened emails, unengaged subscribers, and bounce rates can all affect your sender reputation and overall deliverability.
A few tips for good list hygiene:
- Build out re-engagement campaigns to regularly check in with short-term unengaged subscribers (every 3-6 months depending on how much you mail).
- Periodically segment unengaged subs into their own lists and remove them from regular mailings.
- Every 12 months, fully clean your list of anyone that hasn’t engaged. At this point, permission to send emails has expired, and you run the risk of low open rates, high bounce rates, and spam complaints.
9️⃣Use Spam checkers
And finally, the sure-fire way to know if your emails are making it to Primary or Promos… is to test them!
Free email spam checker tools like Litmus, Email on Acid, and GlockApps are extremely helpful. Add them to your email workflow if you want to maximize deliverability. 📨
Did you find these tips helpful? Did we miss any? Hit reply and let us know! (See what we did there? 😉)