Acquiring customers, generating sales, enhancing customer engagement, and rewarding customer loyalty are only a few of the positive results email marketing can have for a business. But if the emails are waylaid into the recipients’ spam folders, the effectiveness of email marketing disappears, too.
If (or when) you run into this obstacle, we’ve got tips to help you ensure those emails are ending up right where you need them!
Build Your Email Marketing List
Building a list of contacts is one of the best ways to connect with people outside the realm of social media. In terms of purchases being made as the result of receiving a marketing message, email has the highest conversation rate compared to social media and other marketing channels, at 66%.
Growing your email list organically – as opposed to purchasing one from a third-party – is the best way to go about this since it means your subscribers are genuinely interested in your content. Aim to gain loyal subscribers rather than buy them.
One go-to way to grow your list is by inviting visitors to your website to subscribe. Offering free guides, webinars, e-books, or giveaways in exchange for an email address are other ways to add subscribers and gain momentum.
Regularly Maintain the List
Remove inactive email addresses from your subscriber list as you receive bounce notifications. Although removing email addresses that bounce will lower your overall subscriber count, keeping a healthy list is worth it.
Bounce rate is an internet marketing term referencing your reputation as a sender. A low bounce rate is optimal for successful email marketing, and cleaning out inactive emails will help.
Have Subscribers Add You to Their Address Book
While this tip requires follow-through on the subscriber’s part, it is still one of the simplest and most effective ways to ensure emails aren’t getting flagged as spam. Ask subscribers to add your email address to their address book. If they do so, your emails are sure to be delivered to their inbox. Many businesses like to include this in the welcoming email.
Authenticate Your Email
Internet service providers (ISPs) trust authenticated email more than unauthenticated email, which means that navigating the challenges of authenticating your email is important. Authentication verifies that you are who you say you are and send permissible emails.
If you’re unfamiliar with the five main email authentication methods, an internet marketing company can help.
Domain Keys Identified Mail (DKIM) – pairs a unique public key with a private key. This signature is a header included in an email message with encryption, so it is not visible to the recipients. Adding DKIM can improve delivery rates without affecting quality.
Sender Policy Framework (SPF) – confirms your company’s identity by comparing the sender’s IP with a list of IPs authorized to send from that domain.
Domain-Based Message Authentication, Reporting, and Conformance (DMARC) – requires both DKIM and SPF to send and deliver mail. With DMARC, you may tell the receiving email server how to react in the event it receives a message that appears to be from your domain but fails to pass the DKIM or SPF authentication requirements.
Brand Indicators for Message Identification (BIMI) – attaches your company logo to the emails you send out so they are easily recognizable to recipients.
Sender ID – developed by Microsoft and formerly used by Hotmail and Windows Live Mail (which are both out of existence now), Sender ID is often considered obsolete. However, it can still be used for on-premise Microsoft Exchange servers and is used by AT&T and Comcast.
Choose Optimal Subject Lines
When crafting your email subject line, avoid spam trigger words such as free, guarantee, marketing, or anything related to money (cash, price, profit, etc.). Do not write in all capital letters, use a bunch of exclamation points in a row, or use the $ symbol in an email subject line.
Make the Email Body Count
Keep your emails short and to the point, as too much copy is a red flag to spam filters. Writing in a personable and conversational tone is often best for keeping readers engaged. Novels (while wonderful in their own right) simply don’t belong in inboxes.
Fonts and color can alert spam filters, so sticking to one size font, one color, or a limited color scheme will ensure your email arrives safely in subscribers’ inboxes. Plus, this habit will increase the readability factor of your emails – another easy win!
Edit your emails, or better yet, have someone else do it for you to give it a second set of eyes. Spelling and grammar mistakes are unprofessional, plus they trigger spam filters.
Skip Email Attachments
Don’t include attachments in the email body either, such as PDFs or embedded forms.
Attract More Customers with Quality Internet Marketing
To succeed with email marketing, gain customers, and increase revenue, you need to master the basics of online marketing. If you’ve been Googling a trustworthy internet marketing company near me, RODA marketing is here for you.
As a family-owned small business based in Lancaster, PA, we’ve been helping companies nationwide grow through internet marketing for over a decade. Our priority is ensuring you succeed – from mitigating deliverability issues to getting results wherever you need solutions. Contact us to schedule a free discovery session.