6 Proven Deliverability Hacks To Help You Dramatically Boost Email Engagement

6 Proven Deliverability Hacks To Help You Dramatically Boost Email Engagement

(5 Min Read)

Don’t let your email marketing goals suffer the same fate as your New Year’s resolutions.

Here are 6 simple hacks that will help your email marketing strategy stay on track when it comes to email deliverability.

1. Focus on Engagement Metrics not the Number of Sends.

At Websand we’re only too aware of the temptation to include your full audience in an important email campaign. But sending blast emails to large groups of contacts is likely to result in less opens. Despite the fact this does sound a little counterintuitive, allow me to explain:

Inbox providers or mail servers, are constantly looking at this because they’re monitoring engagement data from past sends. This history is used to determine how they accept and filter the next incoming mail from a sender.

Think of it in terms of the nightclub bouncer on the door at your favourite club.

One Saturday, Norman’s on duty and lets you in because he likes your patter and the cut of your jib.

The next week, Big Brian’s on the door and tells you to hop it!

Point is, you’re not always going to know who’s supervising the door that night and whether you’ll get in.

In email marketing terms, if a send to your full audience results in lower than average opens and clicks, or, records above average unsubscribe or spam complaints.  You are at risk.

The next send could be filtered to the spam folder or worse, blocked altogether.  Your reputation has taken a hit.  Your name’s not down and you’re not coming in.

2. Send less Holiday Emails.

Your brand’s email strategy doesn’t need to mimic your personal inbox. Every holiday period it’s traditional to wish your friends and family a Happy New Year but it doesn’t need to be the case for your business.

Most holidays result in recipients and inbox providers seeing a huge increase in ‘happy whatever holiday is approaching’ mail, not only from you but also from your competitors and every other brand that an individual is subscribed to.

Due to the increase in bulk email sent, your communications are more likely to end up in the spam folder or even worse, negatively impact your next non-holiday campaign.

Unless you’ve got a fantastic reason to email, as in a special promotion or a notable discount around a holiday, wait until the seasonal craziness is over to send a targeted thoughtful email that communicates more than just a boring generic message.

Consider using other channels like Linked In, Instagram or Facebook.

3. Regularly Purge Your Database of Inactive Subscribers.

In the same way you’d do a spring clean, try and do the same with your database to keep it fresh and protect your brand’s sender reputation. The typical marketing database will decay at a rate around 20%-25% every year.

That decay can come from addresses that are no longer valid and from the non-responsive people that receive your email marketing.

Including disengaged contacts in your regular campaigns can result in your email hitting the spam folder.  So why not create a process so that inactive subscribers can be re-engaged, suppressed or removed.

Identify inactive customers

4. Stop Emailing Contacts Who Have not Provided Explicit Opt-In.

Just because someone drops their business card into a bowl at a trade show or enters a competition, doesn’t mean they’re a good fit your marketing list.

Think it through.

Sending email to contacts who have not explicitly provided permission to be included in your marketing list is likely to negatively impact your brand’s overall deliverability.  Not to mention putting you at risk of future GDPR action.

Contacts who aren’t expecting to hear from you are more likely to ignore your communications or (even worse) mark them as spam.

This negative engagement behaviour can cause your future campaigns to end up in the spam folder, bounce, or be blocked entirely.

Only send email to contacts who have provided clear and explicit permission.  You’re more likely to improve your acceptance rate, inbox placement, and overall engagement.  Contacts expecting to hear from you are more likely to engage with your marketing and less likely to mark it as spam.

You can gain explicit opt-in from a contact by including a checkbox on your forms. Be sure the box is not pre-checked so that you allow contacts to make their own choice on how they would like to hear from your brand.  Read this for more information on collecting consent.

Websand allows you to create global suppression groups, which act as an email preference centre.  Giving your audience a choice on what they’d like to receive from you.  Respecting your contacts’ communication preferences is the right way to build a strong digital relationship.

5. Use Double Opt-In.

When double opt-in is enabled, new contacts need to confirm their subscription via a confirmation email.  They need to do this before they receive email marketing from your brand.  This extra step prevents you from sending to mistyped or fraudulent addresses that can sometimes make their way through to your signup process.

The additional step the contact completes is also an indication of a qualified, engaged lead. Some countries (like our German friends) and companies require double opt-in even before they’ll accept any mail from a sender.

6. Don’t Let Email Be Your Only Digital Communication Channel.

Despite the fact we’re huge advocates for data-driven email marketing at Websand, we appreciate that it’s not the only digital channel for engaging with your customers.

Allow your contacts to participate in your brand’s digital presence in a way that works for them. Communicating through email is a great way to share content, add value, and drive traffic to your website.  But, it’s not the only way to get your message across.

If you find yourself composing an email that doesn’t contain a clickable element and/or is not targeted specifically to a focused segment of recipients, maybe consider crafting that message in an alternate digital channel.

Implementing some proven deliverability hacks will help you dramatically boost your email engagement.  Cementing a happy and healthy sender reputation for your brand in 2019 and beyond.

If you’d like some help getting proven deliverability hacks in place for your email marketing, schedule free no obligation chat by clicking here.

websand email marketing signup