Most of us are aware of the different types of marketing. From search engine optimization to social media marketing, each type can be combined to make an excellent marketing strategy for your business. While these marketing strategies are deemed essential, one kind of marketing is frequently overlooked: email marketing. Email marketing can be a powerful tool to add to any marketing strategy. A fundamental aspect of email marketing is deliverability or ensuring that the people you send an email to open and read the email. There are multiple ways to determine whether or not recipients receive and read your emails, but what if neither occurs? Let’s explore how you can improve email deliverability.
Why Some Emails Are Ignored
Think of when you check your inbox and see emails from different businesses and companies. Do you open every single email? What makes you decide to open specific emails over others? When you send emails to recipients and they don’t read them, they’re either not interested or the email never reached them. Adjusting your email to suit particular interests requires some knowledge and fine-tuning, but understanding why email deliverability sometimes fails is more difficult to pin down.
Email service providers like Gmail, Outlook, and Yahoo Mail have features that evaluate incoming emails and block unwanted or potentially harmful emails. These filters often mistakenly prevent the delivery of wanted emails. According to a Return Path report in 2017, roughly 80 percent of wanted emails reached the intended recipients. With more than 120 billion business emails sent and received each day, these filters continuously have more trouble distinguishing legitimate emails from illegitimate ones.
How Can Your Emails Avoid Being Thrown Into the Illegitimate Pile?
There are three ways you can be more proactive about stepping up your email game:
- Update more than just the content of the emails you send
- Check your complaint status
- Ask permission from your audience
Updating Email Newsletters
When it comes to updating the emails you send, be sure to keep your audience engaged with the latest and greatest information about your product or service. Discussing relevant industry news or spilling the beans on a brand new product to your top clients are good strategies to captivate your audience. Share this information through visually appealing newsletters to keep them hooked on your content!
The main reason many emails end up in spam or blocked by filters is a high complaint rate. Complaints are registered with Internet Service Providers (ISPs) whenever a user marks a message as spam in their inboxes. To avoid being labeled as a spammer, send frequent emails asking for feedback. By acquiring feedback, it’ll be easier to remove complainers from your email list and ensure you maintain a good status with ISPs.
Much like speaking to strangers in awkward real-life situations, it’s polite to ask permission before beginning a conversation. Include a way for website browsers to permit you to send emails on your site. Not only will this lessen complaints, but it also ensures your audience will be interested in your material. Make sure to include an unsubscribe button in your emails and on your website as well.
While these tips can improve email deliverability, there’s no guaranteed method of getting 100 percent of your emails read. Including the human factor and different interests, no solution is foolproof. Email marketing requires constant updates to your strategies and maintaining a good online reputation. Market My Market has years of email marketing experience. We understand how to engage your audience while avoiding the ‘spam’ label. For a free consultation about our email marketing services, get in touch with us online or give us a call at 800-954-9441!