Email deliverability is a headache. We used to worry about the content of a bulk email and avoid spam words like free or use ALL CAPS. But with the shift in recent years toward reputation-based SPAM filtering, email delivery tactics have changed dramatically. Now, instead of an isolated email getting stuck in the bulk folder, you risk damaging your sender reputation in the long run if you don’t use best practices. Below, I’ve compiled some tips to ensure your email gets to your inbox correctly.
Join the comment loops: Comment loops allow you to see who is marking your email as spam (so you can delete them). Some ISPs, like AOL, provide an easy way to join the feedback loop. For other ISPs, you may need to contact your email service provider to see if they can provide you with this information.
Delete inactive subscribers: Inactive subscribers are more likely to mark your email as junk. Sure, no one wants to intentionally reduce the size of their optional list, but you have to think long term.
Constant synchronization: ISPs love it when you constantly send emails on the same day at almost the same time. Since spammers don’t care, consistency is the mark of a responsible email marketer.
Use consistent information from: Make sure to always use the same name and address. Changing the email will require your subscribers to add each address to their address book to ensure deliverability. Also, a consistent name helps readers recognize your brand.
Use Double Opt In: Double opt-in is one of the best practices required by many ISPs to be considered for
White list. Plus, it protects your database from misspelled email addresses.
Unsubscribe link at the top: Why at the top? Because if dissatisfied subscribers can’t find you in a few seconds, they can hit the spam button, damaging your reputation. It is better to lose a subscriber than to receive a spam complaint.
Static IP address: If you send marketing emails from your own server, always send them from the same IP address. If you use an email service provider, find out if they offer a dedicated IP for an additional charge. If they do, it is worth it. Like shared web servers, many ESPs group many clients under one IP address. In other words, what another company does with your email marketing can affect your deliverability. It is much easier to manage the reputation of one IP address than many.
Reverse DNS: Many ISPs perform a reverse DNS lookup, which it checks to make sure the IP you are sending from is authorized to send from your domain.
Whitelist reminder: Encourage subscribers to add their email address to their address book or
White list. Some ISPs see the number of times they add you to an address book as a sign of trust.
Authenticate: Email authentication is very confusing. There are some standards that are not necessary to compete. Sender ID Framework uses a simple SPF record with its DNS zone. Microsoft has a handy Sender Identification Wizard to help you create this text record for your DNS. In addition to the sender’s identification,
DomainKeys is another popular authentication method. Both methods help ensure deliverability and prevent spammers from spoofing your domain.
Don’t worry about SPAM words: Don’t worry about using the word “free” or
occasionally capitalizing everything on the subject. I find these tactics successful and have no effect on delivery.
Eliminate bounces: Make sure to remove all hard bounces that come back as undeliverable. Repeatedly sending an invalid email will send red flags with most Internet service providers.
Respond to the responses to the challenge: Occasionally, the SPAM filtering software will send a response to your email asking you to confirm that you are a real person. Spend the approximately 30 seconds it takes to do this for each challenge response you receive. It will not only ensure that this particular
the recipient receives your message, but it can also improve your sender’s reputation.
Be relevant: Nothing encourages spam complaints more than sending people things they didn’t sign up for. If they signed up for an email newsletter and you send them nothing but sales pitches, you are likely to receive complaints.
Send in jets: Some ISPs have limits on the number of emails you can send to in a given period of time. If you are having trouble sending email to a particular ISP, such as Yahoo, Gmail, or Hotmail, see if your email service provider gives you the ability to organize email for a longer period of time.
Exit blacklists: MxToolBox offers a great tool to check if your email server is blacklisted. If so, start the process of contacting each of the blacklisted services and find out the process to remove your IP.
Get whitelisted:
Achieving whitelist status with major ISPs is not an easy task. If you are not
To meet the challenge, consider using an email deliverability consulting firm that specializes in this area.
For more
Email
marketing tips and tactics, visit Palmer’s web marketing blog.