If you’re new to email marketing, one of the most important areas to focus on is deliverability – that is, making sure recipients actually see your messages. To do that, you may need to spend some time building up the reputation of your IP address and making sure you’ve done everything possible to avoid being labeled a spammer.
Creating trust in your IP address
Internet service providers protect their email clients from spam and malicious emails by blocking suspicious messages and diverting some emails into the spam folder. If your IP address has been mostly inactive and then sends out 10,000 emails at once, ISPs are likely to flag your IP address as a machine sending spam.
To build the trustworthiness of your IP address, start off with a small email marketing campaign. Increasing your recipient list over time will help ISPs recognize you as a legitimate sender.
If your company has only one IP address, and everyone uses that for company email, personal email and checking Facebook, you should strongly consider a dedicated IP address that’s solely for sending marketing emails. If even one employee has a weak personal password and a spammer is able to hijack their email account, that employee – and by association, your company – may be flagged as a spammer.
Using the double opt-in
When people sign-up on your website for your newsletter, ask them to verify their subscription by sending a follow-up email with a link they must click to activate their subscription. This double opt-in process ensures that all of the email addresses you collect are valid – if someone incorrectly types their email address, they’ll never receive the opt-in message, and you won’t be sending email to the wrong person.
Simplifying the unsubscribe process
If people no longer want to receive your emails, they should be able to easily unsubscribe from your mailing list – and if they can’t, they might label your messages as spam, or apply a filter that sends all of your messages to the trash can.
Every email you send should contain an obvious, clickable “unsubscribe” link. You could also consider offering subscribers a way to modify the frequency of your email communication. Maybe they just want to see less mail from you, instead of none at all.
Need guidance with your new email marketing campaign? Delivra can help – call us today.
The post How to Supercharge Your Email Deliverability appeared first on Delivra.