In today's digital world, the humble email remains one of the most powerful tools at our disposal.
However, creating compelling emails that not only reach their destination but also get opened and read requires email optimization, aligning content, images, links and so much more.
In this guide we're going to peel back the curtain and show you practical strategies on email campaign optimization. You'll learn about the importance of things like email authentication, avoiding spam trigger words, personalizing your emails, and much more.
These are tried-and-true methods that can dramatically improve your email delivery rate and reader engagement, giving your messages the best chance to be seen, opened, and acted upon.
In the world of digital communication, trust is key. Email authentication is a way to build that trust. It's all about showing that your emails are legitimate and not from a spammy source. Implementing protocols such as SPF (Sender Policy Framework), DKIM (Domain Keys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting & Conformance) helps validate your emails.
Certain phrases or words can make your emails seem like spam. We're talking about words like "free," "guarantee," or "risk-free." Even phrases like "this won't last" can be a red flag to email filters.
Review your email copy. Look for potential spam trigger words and replace them with safer alternatives.
Here are some examples:
Spam Trigger Words
"Safe and secure"
"This won't last"
"Limited time offer"
For scanning email content for potential spam triggers, consider tools like MailTester or GlockApps.
Make sure your subject lines are clear and relevant. They should give an accurate idea of your email's content.
The use of spammy words can flag your email as suspicious, even if your content is legitimate. The key is to find a balance in your language, maintaining excitement and urgency without straying into "spammy" territory.
Your IP reputation can make or break your email campaign. If you've been flagged as a spammer, your emails will likely land in spam folders. So it's crucial to keep your IP reputation squeaky clean.
Always respect the opt-in. Only send emails to people who have explicitly signed up to receive them. Regularly cleanse your email list. Remove any bounced or inactive email addresses.
Keep a close eye on your bounce rates and spam complaints. If they're high, take steps to address the problem.
Addressing high bounce rates and spam complaints involves 3 main steps:
Email filters like simplicity. They can read plain text much easier than images or HTML. So, including a plain text version of your email can help you steer clear of the spam folder.
When drafting your email, create a plain text version alongside your HTML version. Most ESPs offer this feature. Keep the formatting of your plain text email simple. Use line breaks, capital letters, and punctuation to create hierarchy and emphasis.
Make sure all the links in your HTML email are also included in your plain text version. That way, recipients can still access your content, even if they can't see the HTML version.
When you know someone's name, it's more than just courtesy. It's a sign you value them as an individual. The same holds true in the world of email marketing. Personalization has become an important way to engage your recipients and build relationships. So, how can you personalize your emails?
A hefty email is a potential red flag for spam filters. Large attachments or embedded media can cause your message to be blocked. But there are other ways to share rich, engaging content without compromising deliverability.
Having a clear way to say "no more emails, please" is not just a legal requirement. It's also a sign of respect for your recipients' inbox autonomy.
And guess what? Spam filters look for it too.
The more engaged your users are with your emails, the better your sender reputation will be. High open rates, clicks, and replies are signs that your recipients value your content.
Running tests before hitting "send" can save you from deliverability woes.
ESPs often provide spam test tools, such as Mail-Tester or GlockApps. They will score your email for spam likelihood, allowing you to tweak problematic content.
When it comes to reliable email delivery, SendPost is here to help. SendPost provides an Email API and SMTP relay for software developers, software businesses, and ESPs. With our tools, expertise, and support, you can ensure that your emails are delivered consistently and effectively. Don't let your email campaigns fall short—partner with SendPost for reliable email delivery solutions.