Improve Email Deliverability by Avoiding These Common Mistakes

Are you ready to make sure your emails reach their targets without stumbling into the dreaded spam folder? Whether you’re a professional marketer, a small business owner, or just someone hoping to get your message across effectively via email, this is for you. We’re going to walk through some common mistakes that can hurt your email deliverability and share tips on how to avoid them, ensuring your emails land where they should – right in the inbox.

Understand Email Deliverability

Before we jump into solutions, let’s get on the same page about what email deliverability is. Simply put, it’s the ability to deliver emails to recipients’ inboxes. Sound straightforward, right? Yet, it can be surprisingly complex due to the various factors that can impact it.

Mistake #1: Neglecting Email List Quality

It starts with your email list. Quality trumps quantity every single time. A big list might look impressive, but if it’s outdated or filled with invalid addresses, it’s just a recipe for trouble. Email service providers are smart, and they often keep track of how many emails bounce back as undeliverable. If they notice too many bouncing back, they will start to think your emails aren’t worth delivering, and into the spam folder they go.

Tip: Regularly clean your email list. Remove inactive subscribers and make sure you confirm new subscribers’ email addresses (this is known as double opt-in). It’s about engaging with people who genuinely want to hear from you, not just sending emails into the void.

Mistake #2: Ignoring Engagement Metrics

Your relationship with your subscribers matters. If you’re just blasting out email after email without paying attention to how people respond, you might be hurting your deliverability. Providers look at how often people open your emails, click on links, and interact with the content. These actions are like votes of confidence, telling providers that your emails are welcome.

Tip: Keep an eye on your engagement metrics. If they’re low, it’s time to spice up your content. Get personal, mix up your formats, and always provide value. Remember, it’s not just about what you say; it’s also about how and when you say it.

Mistake #3: Going Overboard with Promotions

Everyone loves a good deal, but there’s a fine line between being helpful and being spammy. Emailing too many promotions or sales pitches can annoy your subscribers and trigger spam filters. You want to balance your emails with informative and entertaining content, not just a barrage of “Buy now!”

Tip: Follow the 80/20 rule. Use 80% of your content to educate, entertain, and engage your audience, and the remaining 20% for promoting your products or services. It’s about building a relationship, not just selling something.

Mistake #4: Ignoring the Technical Stuff

Don’t let words like SPF, DKIM, and DMARC scare you off. These might sound technical, but they’re essential for email deliverability. They’re authentication protocols that help verify your emails are truly from you and not someone pretending to be you (also known as spoofing).

Tip: Get familiar with these acronyms. Talk to your IT team or hosting provider to ensure these authentication methods are correctly set up for your email domain. They tell the world you’re legit, which is crucial for getting your emails seen.

Mistake #5: Disregarding Design and Formatting

Your emails should look good and be easy to read, whether they’re viewed on a desktop or a smartphone. Poor design and formatting can not only turn off your readers but can also raise red flags for spam filters. Too many images, overuse of bold fonts, or wacky colors can all work against you.

Tip: Keep your design clean and professional. Use a reliable template that adapts well to all devices and screen sizes. And remember, the best email is one that respects the reader’s time and attention.

Mistake #6: Forgetting to Test

Ever sent an email only to find out later that something was broken or didn’t display correctly? It’s like showing up to a job interview with spinach in your teeth. Testing is non-negotiable. From how your subject line looks to checking links and loading times, every detail matters.

Tip: Send test emails to different email clients and devices before you blast your campaign. Use tools like Litmus or Email on Acid to see how your email looks in different environments. A little testing goes a long way.

Mistake #7: Writing Misleading Subject Lines

First impressions are everything, and your subject line is the first thing people see. Misleading or “clickbait” subject lines might trick someone into opening your email once, but it won’t build the trust needed for a lasting relationship. Plus, they can trigger spam filters.

Tip: Write clear, honest, and engaging subject lines. Make a promise to your reader that the content inside fulfills. It’s not just about getting opens; it’s about respecting your readers.

Mistake #8: Skipping the Unsubscribe Link

It might seem counterintuitive, but an easy-to-find unsubscribe link is your friend. Forcing people to stay on your list who don’t want to be there can damage your engagement rates and your reputation. Plus, it’s the law under regulations like the CAN-SPAM Act.

Tip: Make the unsubscribe process simple and straightforward. Respect people’s inboxes and their right to say goodbye. A clean, willing email list is a happy email list, and that’s good for deliverability.

Final Thoughts

Email deliverability is more than just avoiding the spam folder; it’s about building a respectful and engaging relationship with your audience. By steering clear of these common mistakes and applying the associated tips, you’re well on your way to ensuring your emails are seen, valued, and acted upon.

Remember, the best email campaign is thoughtful, engaging, and worth the reader’s time. Treat it with the same care and attention you would any important conversation, and you’ll not only see better deliverability but also stronger relationships with your subscribers. Happy emailing!