Woohoo! It’s always a win when my emails make into potential clients’ mailboxes. That means I’m over the large hurdle of just getting my email past the servers and it actually made it into someone’s inbox.

Email deliverability may not seem like a big deal, but it is. If you can’t get your email into someone’s inbox, then the email is lost and the hours you spent carefully crafting your message may not be worth the effort. Deliverability is the success at which marketer’s emails are received by their subscribers’ inboxes. In order to be successful with email deliverability there a few factors that you will need to take into consideration, such as sender reputation, email preferences and privacy laws.

Sender Reputation

Domain-based Message Authentication, Reporting and Conformance (DMARC) is an email authentication system that detects and prevents email spoofing. Emails must pass the SPF and DKIM validation in order to make it into the recipient’s inbox. This system verifies your header address matches the domain name and based on whether the email passes or fails, the server will either accept or bounce the email.

Bounce Directory

A what? A bounce directory; this is a program you can create that will contain smart lists for each bounce category. This will help you identify the reasons why your emails are bouncing, which will in turn make it easier to figure out where most of your bounces are coming from. You can then create smart campaigns to remove email addresses that have recurring bounces and keep your database clean.

Law of the Land

When sending out emails to potential customers always make sure to double check the email and privacy laws. In the US we have CAN SPAM Laws, which require that all marketing emails contain an unsubscribe link. In Canada, there is CASL that requires you to obtain explicit permission from potential leads in order to email them. Likewise, in Europe, there are many privacy laws for each country, but most require an opt-in at the very least.

Keep a few of these factors in mind and you’ll be better off than you were before, but in case you need a few more here are seven best practices for email deliverability to ensure that you obtain deliverability success.

  1. Manage your database: Manage your data, clean it up and remove any leads that have been inactive for 12 months.
  2. Optimize for mobile: Make sure your emails can easily be read on mobile devices.
  3. Segment by engagement: Send to leads that are engaging with your content on your website, they are interested!
  4. Give recipients control: Create a preference center that allows options to opt in and out of different topics or types of content.
  5. Be transparent: Be clear about who you are and don’t hide the unsubscribe link.
  6. Follow the law: Follow all CAN SPAM, CASL and other EU privacy laws for any countries you send emails.
  7. Don’t buy lists: Just don’t, you’ll thank me later.