Mass email should be a centerpiece of any business marketing campaign. Everyone is connected to an email account these days, and timely emails are a perfect way to get information out to a receptive audience. The problem, of course, is how to get your recipients to read the information in each email. In this article, I’ll give you a few tips on how to boost your email deliverability rate – and boost your revenues in the process.
1. Don’t look like spam – Consumers see a lot of spam emails on a daily basis, and words like “free” or “credit” or even “weight loss” can be tip-offs that your email isn’t genuine. Try describing exactly what your email contains and avoiding industry buzzwords.
2. Simplify your emails – Emails that are only images or contain lots of fancy formatting can be picked up by spam filters. Sending one fancy email followed by simpler text-only emails is often the way to go.
3. Send from the same address – Set your high volume email client to always send from the same address once it’s sent a first email to a recipient. This gives users the chance to mark your address as “trusted” and avoid the spam filter.
4. Ask users to label you as “trusted” – This is an old practice that still works today. Asking users to mark your email as trusted is an easy way to make sure each email autoresponder message you send ends up in an inbox.
5. Remove bounced email addresses – Sending to disabled or invalid email accounts is something a spammer might do. If you do it – even if you aren’t spamming – it can be a tip-off to Google that you emails are not genuine. Check your mailing lists frequently to remove bounced email addresses.
6. Segment and test your emails – Have your marketing team experiment on different email lengths, different subject lines, and different frequencies with different segments of your mailing list (male/female, young/old, etc). This is a great way to send emails better-tailored to each group rather than blanket emails that aren’t tailored to anyone.