When it comes to email marketing, a critical question, which troubles the mind of the marketers is – Did the customer reads their newsletter? Usually, when a reader doesn’t read an email, they’re either not interested in the material, or the email did not land in their inbox. As a marketer, it becomes difficult to access the reason behind failing email deliverability because service providers use filters to decide the fate of an email. However, these filters may block even the genuine emails. So how can you prevent your brand from being lumped into an illegitimate pile? – Stick to best practices to ensure high deliverability rate and scrub the marketing list using an email list scrubber to remove unwanted customers. Furthermore, you need to check on its standing with recipients and ISPs.
Here are six best practices to adhere to follow.
1) Avoid using too many colors, fonts, and sizes
Using hidden text such as white on a white background is a perfect way to catch the attention of the spam filters. Also, avoid using too much capitalization and punctuation when emphasizing a particular offer. The more colors, fonts, and sizes you use, the more will be your chances to land in the spam folder. On that note, avoid frequently used symbols and words such as $ and free. To ensure you stay in good standing with the readers, focus on creating subtle newsletters, which will attract the customers.
2) Build your infrastructure
Building your email infrastructure is imperative, and you can either partner with an email service provider or build your infrastructure. Acquire a dedicated server and resources to keep the server up and running. Secondly, ensure that the servers are properly configured. Otherwise, the email servers will confuse your authentic server with a spammer. You will need a dedicated IP address to stay out of the spam box. Infrastructure development is crucial for your email deliverability. To further entice the customers, remember to focus on list validation using email list scrubber to connect with customers who want to hear from your brand.
3) Send emails from a familiar email address
Instead of using a generic email address such as firstname.lastname@example.org and email@example.com, you need to engage the subscribers with a usual email address. Your audience is likely to involve with emails from a real person. Furthermore, email providers are less likely to filter the messages as spam when you trigger the messages from a real person. Your customers want to hear from real persons and not robots!
4) Delete customers who default on a regular basis
As a marketer, exclude contacts which have either hit the un-subscription button or have hard bounced in the past. Such email addresses will negatively impact your sender’s reputation, and your brand will get blacklisted. Also, monitor the soft bounce rate and spam complaints to identify customers who regularly default. Furthermore, focus on list verification using email list scrubber to touch base with people who want to hear from your brand. Email marketing is a potent inbound tool if the messages reach the inbox of the customers.