Email Deliverability: 5 Dos and Don’ts

Deliverability is at all times an enormous concern for anybody within the email advertising and marketing house. We know that in case your subscribers aren’t receiving your emails, then they undoubtedly aren’t capable of open, click on and convert.

Our prospects use Iterable as their progress advertising and marketing platform, along with the business’s greatest email service suppliers (ESP), and we all know deliverability is essential.

So listed here are our suggestions and greatest practices:

1. Send your emails from an IP tackle utilized by high-quality senders(*5*), whether or not that’s devoted or shared. If you ship your emails via a shared IP tackle that’s utilized by low-quality senders, it’s extra prone to find yourself in spam folders. Iterable prospects can go for devoted IP addresses or ship from the shared IP addresses we already use with different high-quality senders.
2. Customize your To: area together with your subscriber’s full identify.(*5*) If you’ve that knowledge, filling within the identify will inform the Internet Service Provider that you realize the particular person and you’ll improve the chance your email will get via.
3. Don’t use spammy phrases.(*5*) Using them anyplace within the email, whether or not within the topic line or physique of the email, might maintain your email from stepping into inboxes. Words like “free,” “cash,” “credit,” and “now” are recognized for triggering the spam filter.
4. Eliminate any bounces out of your record.(*5*) If you proceed to ship emails to addresses you realize have bounced earlier than, your IP tackle high quality will lower. Iterable already does this routinely so that you don’t need to spend time together with your bounce record.
5. Consider eradicating email addresses that haven’t engaged(*5*) (opened or clicked) in additional than 6 months. These addresses are probably not engaged prospects and it’s value segmenting them to a different record that receives re-activation emails, reasonably than your standard blasts.