Online Test Banks
Score higher
See Online Test Banks
eLearning
Learning anything is easy
Browse Online Courses
Mobile Apps
Learning on the go
Explore Mobile Apps
Dummies Store
Shop for books and more
Start Shopping

How to Make Your E-Mails Hit the Inbox: Deliverability Lessons

There is a lot of noise out there in today’s consumer's inbox. Your good reputation as a sender is critical to your e-mails actually making it into the inbox. The content of your e-mails is important too, of course, but marketers need to start paying attention to how their e-mails are being delivered as well.

Here are some steps to take to ensure that your e-mails are being delivered to your recipients and not landing in a spam folder:

  • Become a trusted sender: When your subscribers opt-in to receive your communications, make sure that you are clear about what he should expect. For instance, how many e-mails will he receive? When will he be receiving them? What sort of e-mails do you send? Most importantly, follow through with your promises.

  • Create great e-mail content: If you are sending out e-mails with bad content to your subscribers, you risk having them unsubscribe and not engage with your company. Plus, recipients always have the power to mark your e-mails as spam.

  • Keep a clean database: Keep a keen eye on your data. Verify e-mail addresses before you send your e-mails. Make sure to regularly scrub your database to remove inactive, incorrect, and duplicate e-mail addresses. You can do this yourself with your operations team, or you can hire a third-party data cleansing service.

  • Choose a reputable e-mail marketing solution: There are a lot of options out there for e-mail marketing or marketing automation solutions. Make sure you choose a vendor that can handle bounce codes, feedback loops, and connection optimization.

  • Think about complaint rates: Your e-mail marketing platform will warn you if complaints are being made against your company. Take these very seriously. A suggestion is to create an e-mail alias to handle spam complaints. Make sure you register this e-mail address with anti-spam groups to show that you are responsible and have made yourself available to address any complaints.

  • Watch your HTML code: Make sure your HTML code does not have any errors. E-mails that have coding errors can quickly cause your e-mail to be sent directly to spam folders.

  • Have an obvious unsubscribe option: Of course, you never want your subscribers to unsubscribe from your communications, but you must include unsubscribe information in your e-mail anyway. Use a one-step unsubscribe process that is easy to find and easy to follow.

  • Add a Comment
  • Print
  • Share
blog comments powered by Disqus
Advertisement

Inside Dummies.com

Dummies.com Sweepstakes

Win $500. Easy.