5 ways to ensure your email marketing campaign is delivered
When it comes to deliverability, many email marketers have mixed opinions. There are those that dread contacts pushing the ‘spam’ button, and there are others that welcome the feedback from the campaigns.
Spam complaints can have a disastrous impact on your email marketing campaign, if you don’t handle them correctly. From an email marketer’s point of view, once your campaign has been sent, it’s out of your hands.
But before you even send your campaigns, there are steps you can take to reduce the number of emails being marked as spam, and therefore affecting your future deliverability rate.
1. Getting the correct type of opt ins
A contact will mark your email as spam if they believe the email is unsolicited. It doesn’t matter if that contact has signed up to receive your emails or not – if they believe they never asked to receive it, or it looks spammy to them, then they will move it over to the junk folder – and so an ISP complaint has been made against you.
This is why the sign up process is so important. First, you’ll need to make sure that the email address they are signing up with is correct. Implement a double opt in process to ensure they have spelt it correctly, and they confirm they are happy to receive your emails.
Secondly, tell the contact what they will receive. Explain what content they should look forward to, and how often it will arrive. This may put some contacts off, but in the long run it’s better than having a bunch of contacts who complain about you.
2. Make sure your emails are recognisable
Another reason people mark emails as spam, is due to the sender name not being recognised. Using an email address or a name that no one has ever heard of is a sure way to put off your contacts. Use your company name, the name of the sender if you can or ‘name at company’. Whatever name you pick, make sure to stick with it throughout any later campaigns to reinforce consistency.
Secondly, make sure the pre-header is clear. A lot of emails include ‘Can’t see this email? Click here to view the web version’ as the top line in the email, which is great, but don’t use it in the pre-header. Tell the contact about the content of the email.
And not this:
3. Make the unsubscribe button obvious
We recently discussed the need for this in a blog post. An unsubscribe link is the law in this country, and it’s not a good idea to hide the link in the bottom of the email. Make sure the reader can find it and click on it if they need to.
If they can’t find the unsubscribe link, they are likely to junk your email instead. Surely you’d rather a contact unsubscribes, rather than complains about you?
4. Avoid using a no reply address
Some people tend to reply to your email explain that they would like to be unsubscribed, rather than using the unsubscribe link. If a contact cannot email you, they’ll junk you instead.
Use an email address that the contact can easily reply to.
5. Ask unengaged contacts to renew subscriptions
Contacts do become disinterested over time – they may move jobs, change email providers, or just become unengaged with your content. Consider running a reengagement campaign to get the attention of these contacts once more, or consider removing them from your list.
The unengaged contacts will be affecting your open rates, and could increase your spam complaints if they continue to receive content that they no longer care about.
If they haven’t reacted to a campaign in 6 months, ask them if they still want to receive your messages. If you don’t get a reply, unsubscribe them.