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Email Marketing

How to improve Email Deliverability: Email Marketing Solutions

Remove inactive contacts

If your email communications (Email Marketing) wanted, major ISPs will deliver them. If you are sending to many inactive contacts who don’t open your emails, ISPs will consider your mail “unwanted” and deliver it to the spam folder. It’s very important to routinely clean inactive subscribers from your list or move them into segments that get mailed less often. As a general rule, you should only be sending (Email Marketing) to contacts who have opened in the past 12-24 months if you want to have top-notch deliverability. On the same note, make sure you’re constantly finding ways to add new subscribers to your list to combat the natural process of list churn. The older your data, the harder it is to deliver.

Email Automation

Focus on good, engaging content

If your content is engaging and valuable your contacts will open and your emails delivered (Email Marketing) to the inbox. Make sure you are sending content that your subscribers signed up to receive and that it stays fresh and interesting. So if you repeatedly send purely promotional, hard sell offers, you will see read rates lower and deliverability decline.

Review your signup process and try to think like a subscriber

What did your contacts expect to receive when they signed up? If you are sending content they didn’t expect to receive they won’t read it and will mark as spam. Think about the language you use on your signup form and make sure it’s clear about what people are opting in to receive. Also, make sure your email (email marketing) design is consistent. Don’t change out your logo or template too often because this will confuse recipients and lead to spam complaints.

Send more targeted, triggered, personalized emails

It’s a lot more likely for big batches of mail to be identified as spam whereas one-off Email Automation messages will almost always be delivered and will keep your contacts engaged and happy. however at the most basic level, be sure you have a welcome message to greet your subscribers after they signup. When possible always send fewer, more personalized messages.

Pay attention to the spam filter testing before sending

This is an option on the summary step of creating an email campaign. So it will let you know if it spots any major issues with your email that could affect delivery.

Don’t use a free email address as your “from” email

Instead of using your free/personal email address such as or, you should use an email address for the company or organization for which you are sending the email (Email Marketing).

Pay attention to your links in your email

Spam filters check the URL’S that you are linking to. If you link to a domain that has a poor reputation you will be penalized.

Check your Email Automation

If you have email automation running, routinely do health checks. You may learn that certain contacts are getting 6, 8, 10 messages a day which is causing them to ignore everything and hurt your sending reputation.

Make it very easy to unsubscribe

A spam complaint is very bad for your deliverability. But an unsubscribe is not necessarily bad — it just indicates that someone no longer wants your mail. You should make it very easy for contacts to unsubscribe (Email Marketing) so that they not encouraged to mark it as spam. Make sure your unsubscribe link is easy to spot and think about putting a second unsubscribe link at the top of your email.

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