Whether you are building your first list or you happen to be a seasoned email marketing veteran, we can all admit that email deliverability can be a pain in the butt! I am sure if you have done any email marketing in the past you can appreciate the steps that go into achieving top notch delivery rates with the many different ISP’s.
Use a recognizable “from” name – Most people open or delete emails simply based on the “from” name. Be sure to use a name that the members on your list will recognize. Also be sure if you are promoting any email campaigns from the network to use the approved “from” name.
Use a clear subject line – A subject line that represents who you are and what your email is about will help your recipients recognize your email as legitimate. Keep it short and sweet and try to limit your character count to around 50 characters including any spaces or special characters. Those of you who are email marketers with Convert2Media be sure to contact your affiliate manager if you would like to use a custom subject line.
Target your list – While content is just one of many factors ISPs look at, it is the main concern for the members on your list. If you are sending out irrelevant communications, your members will not hesitate to click the “This is spam” button the next time they receive an email from you. This is a fast way to destroy a good list.
List Hygiene – Get rid of the nonexistent addresses you are sending emails to every month. The ISPs notice when you don’t. By removing defunct email addresses, you will help you to improve your overall deliverability. If you use an Email Service Provider (ESP) like Aweber to send your email, you should have the option to easily delete nonexistent email addresses.
Authenticate – This is similar to “registering” your domain name with the ISPs so they can begin to give it a reputation. If you are an Aweber customer, I encourage you to turn authentication on in your account. This will help your deliverability and will help position you for future success as well. For more information on authentication, read the article below.
Offer confirmed opt-in – Also known as double opt-in, this is a surefire way to know that the people on your list really want to be there. When a person signs up through your website or other avenues, they will automatically receive an email from you asking them to confirm their subscription. This approach is seen as a best practice. It’s important to tell new subscribers that if they do not respond to your confirmation email, they won’t be added to your list.
That wraps up Tip Tuesday for this week. Be sure to join the Convert2Media Forums to discuss this tip and past tips from Tip Tuesday.
Steve Howe
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