We’re not going to name names, but we know of a prankster who signs his friends up for all manner of email newsletters that they’d never want to receive. Sometimes, that prank doesn’t work, if email sign-ups require double opt-in (such as clicking on an activation link sent by email).
But a surprising number of email sign-ups don’t follow-up to ensure a subscriber really wants to receive the newsletter.
Authentication is the first and most important step in preserving your deliverability – especially knowing many people make typos when entering their email address. If a newsletter goes to the wrong person, and that person flags the message as spam, that’s a black mark against your deliverability. Following are some other tips that can help boost deliverability.
Avoid spammy language
In subject lines, avoid hyperbole, the use of all-caps, animated images and excessive punctuation, or you may be at-risk for triggering a spam filter. Even better, when you send your initial welcome email, include an embedded link that recipients can click to automatically add your email address to their address book, and you’ll greatly reduce the odds of being blocked by a spam filter.
Embrace the “unsubscribe” function
Maybe that person who really wanted your newsletter a few months ago has no further use for your products or services. If you don’t include an obvious way to unsubscribe, the recipient might mark your message as spam or create an inbox filter that sends all messages from you right to the trash, which is a waste of your resources.
Ideally, email newsletters should provide a one-click unsubscribe process. You could also ask departing subscribers to provide feedback about why they’re leaving by clicking on exit survey options – like, “Too many emails,” or “No need for your product.”
Let recipients choose their frequency
Most subscribers cite “too many emails” as their primary reason for unsubscribing. But you may be able to retain recipients by allowing them to customize their email preferences.
Offer subscribers to choose not only the frequency of messages they receive from you, but also which topics they want to know about – such as sales, company news or new product lines.
Not sure how to offer customization? Delivra’s software can be integrated with your other email software, so you can refine how and when you message recipients. Call us today to learn more.
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