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Is your email click-through rate not what it used to be? The reason could be poor email deliverability.
The average click-through rate, all sectors combined, is 2.62% according to Mailchimp. If your rate is well below this benchmark, it’s worth revisiting your email marketing strategy.
Although reaching the inbox involves a whole set of best practices, there are a few simple changes you can make to avoid the dreaded spam or junk mail folder.
What is email deliverability?
Email deliverability boils down to the number of emails that successfully reach the inbox. Unlike strict email delivery, the deliverability benchmark does not take into account emails that end up in spam.
To connect with their audience and increase revenue, email marketers strive to help their emails land in the inbox. This is where they have a chance to connect with customers and prospects – and also boost conversions.
Let’s take a look at some of the best practices email marketers use to deliver their emails to the inbox.
Let go of prospects who never click
A big mailing list equals a big ROI, right? This is one of the most common email myths, and it’s hurting many businesses. Of course, as your list grows, you may see more purchases coming your way. However, this is only true if your database is healthy and engaged.
Retaining subscribers who never click on your emails sabotages your email deliverability. The message they send to mailbox providers is that your content is irrelevant, so why should it be in the inbox?
Every three to six months, reevaluate your engagement rates and segment inactive subscribers. Then try to re-engage them with a powerful offer or remove them from your list altogether.
Set your bounce rate
Bounces are one of the most common reasons why emails are filtered as spam. A high bounce rate makes you look careless or even illegal and will send you down the spam road in an instant. Additionally, ignoring bounces can cause your messaging service provider (ESP) to suspend your account. ESPs (like Mailchimp, Constant Contact, or AWeber) don’t want a tainted reputation, so these companies will enforce rules against spammy behavior.
If more than 2% of your campaigns are bouncing, it’s time to reassess your broadcast list. There’s no point in keeping stale contacts in your systems – delete them and your email deliverability will improve. Then, to avoid a further increase in bounces, remember to clean your list regularly.
Identify other erroneous data you may be using
Invalid contacts are the most common types of emails that hide in databases and affect email deliverability. They are not, however, the only ones.
In 2022, ZeroBounce identified over five million disposable email addresses on all processed databases. Disposable emails have a high bounce risk; many of them self-destruct in a short time.
Additionally, mailing lists can acquire many role-based email addresses that also pose a risk to your email deliverability. Role-based contacts, such as firstname.lastname@example.org, belong to a group of people within an organization. Some of these people can mass delete emails and even flag them as spam, so it’s not a good idea to keep them on your list. Instead, use an email checker to detect and delete them (along with other unwanted data).
Stick to the content you promised
When trying to fix email deliverability, you can overlook the importance of content. But the content of your emails plays a huge role in your engagement – ensuring its relevance is key.
First, go through the emails you’ve sent in the past three months. Are they what you promised when you signed up? Also, do you send them regularly? It’s best to stick to your niche and a sending schedule. If not now, revise your approach.
Another thought worth pondering: how can you make your content even more engaging? Consider interviewing experts, infusing your copy with more testimonials, embedding videos and GIFs, and even tweaking your design. Engagement and deliverability go hand in hand, so anything that gets people to interact is worth pursuing.
Related: 3 Tips to Get More Email Clicks
Consider another email service provider
What you do as an email sender has the most impact on your email deliverability. However, your ESP also shares some of the responsibility. Once you choose an ESP, you will share their reputation, so be sure to choose a reputable company.
Before subscribing to a paid plan, consider taking advantage of a free trial. This way you see what it’s like to launch a campaign on the new platform and if it makes a difference to your stats. Also, don’t hesitate to ask your new provider what they are doing to ensure the best email deliverability. Finally, reading a few reviews before committing can help you make the best decision.