If you’re spending time writing and creating great emails for your customers and contacts, crafting amazing offers and have developed a range of products and services that you know are beneficial to the people in your contact list, you need to ensure that you are doing all you can to get that content in front of the people you want to see it.
As with all email marketing platforms, tools like Active Campaign, Keap and Infusionsoft generally have good deliverability – the measurement of an emails success in reaching a contact’s inbox. However, that deliverability does depend on you, as it relies on the quality of your list, the content, your reputation, etc.
Here are my top tips to help you ensure that your emails have the best chance of getting in front of existing and potential customers:
- Authenticate your email address via DKIM (Domain Keys Identified Mail). This inserts a hidden signature into your email header and places a public key on your website that verifies the authentication of the email signature, helping to build your reputation as an email sender.
There are other ways to do this too, including Domain-based Message Authentication, Reporting and Conformance (DMARC) – it’s best to speak to your email marketing provider if you need more information about this, as they can provide step-by-step guidance for your specific platform.
- Make sure that you’ve got permission to market to your email list. If you’ve bought an email list, or are sending out marketing material to people who haven’t explicitly agreed to receive your content, you’re not only running the risk of falling foul of the General Data Protection Regulations, but there is also an increased chance that your email will be flagged as SPAM. SPAM complaints can have an impact on your deliverability on email marketing platforms.
Recipient activity and engagement can have an impact on whether or not your emails are sent to a contact’s SPAM folder or the inbox, so make sure that your list is full of people who actually want to see your content. When it comes to your list for email marketing, it’s quality over quantity that’s important!
- Consider a double opt in – as mentioned above, it’s great to know that someone is keen to receive your emails! When someone confirms that they are happy to receive marketing via a double opt in, they are listed as ‘confirmed’ contacts on Active Campaign and in Keap/Infusionsoft, which not only helps you to prove that you are able to market to them (for GDPR purposes) but makes it more likely that they will open and engage with your content and not move it to their junk folder.
- Don’t be spammy – even if someone has agreed to receive marketing from you, bombarding them with daily sales emails (if they didn’t realise they were going to be sent daily!) can be perceived as spammy, and might increase your risk of spam complaints. Using spam trigger words in your email title – words like ‘free’, ‘money’, and ‘reminder’ – can cause your message to be flagged as spam. Hubspot put together a useful list of email spam words back in 2012, and the list is still useful and relevant today – find it here: https://blog.hubspot.com/blog/tabid/6307/bid/30684/the-ultimate-list-of-email-spam-trigger-words.aspx
- Consider your sending statistics and refine your marketing efforts regularly – even if your email marketing efforts seem to be working well at the moment, don’t rest on your laurels! Email Marketing tools like Keap/Infusionsoft and Active Campaign can provide useful feedback on the open rate and engagement statistics (as well as number of complaints, etc.) of each email you send, so keep an eye on these and if you see engagement slipping or complaints increasing, it’s time to review your marketing plan and consider cleaning up your mailing list to remove inactive and unengaged contacts.
Remember, if you need help improving email engagement and deliverability, it’s worth speaking to an email marketing specialist who will be able to objectively review your activity to date, and help you develop a refined strategy that’s more likely to get your content in front of the people who really want and need your products and services!