Navigating Your Email Deliverability: Common Mistakes and Fixes

Getting your messages into your audience's inbox is top priority. But we can tell you that there are a few things that can trip you up, leading your emails to land in the spam folder.

Let's take a closer look at these stumbling blocks, and we will share some ways to get around them.

Clear Consent:

We can't stress this enough, it's crucial to have clear consent from your recipients. Without it, you run the risk of receiving a flood of spam complaints, which can seriously damage your reputation as a sender. Make sure you're only emailing people who have given you explicit permission to do so.

Personalisation and Segmentation:

Sending out generic emails to everyone on your list can be a recipe for disaster. Instead, you can try personalising your emails and segmenting your list based on things like interests and behaviours. This way, you'll be sending out content that's relevant to each recipient, increasing the chances of your emails getting opened and read.

Integration and Data Quality:

Having a smooth integration between your email software and website is key to managing your data effectively. Manually uploading lists and using outdated data can lead to all sorts of problems, like bounced emails and low engagement rates. We've learnt this the hard way! Invest in good email automation tools and make sure you're regularly cleaning your lists to keep your data in tip-top shape.

Authentication Protocols:

Implementing authentication protocols like SPF, DKIM, and DMARC can add an extra layer of security to your email setup. These protocols help verify the authenticity of your emails, which can boost your sender reputation and reduce the risk of phishing attacks. It's like putting a padlock on your emails to keep them safe and sound.

And for those unfamiliar with these protocols, here is a little summary to get you started:

• SPF (Sender Policy Framework): Like a guest list, SPF specifies which servers are allowed to send emails on behalf of your domain.

• DKIM (DomainKeys Identified Mail): Adds a digital signature to verify the sender's authenticity, similar to sealing an envelope.

• DMARC (Domain-based Message Authentication, Reporting, and Conformance): Builds on SPF and DKIM, specifying how to handle emails that fail authentication.

Together, they act as email bodyguards, ensuring only legitimate emails reach their destination while keeping imposters out.

Monitoring and Analysis:

Keep a close eye on how your emails are performing by regularly monitoring key metrics like deliverability rates and open rates. This will give you valuable insights into how your campaigns are doing and where you might need to make some tweaks. By staying on top of things and being proactive, you can improve your email deliverability over time.

In a nutshell, keeping your email deliverability in good shape takes a bit of effort, but it's worth it in the long run. By focusing on things like consent, personalisation, data integrity, authentication, and performance analysis, you can increase the chances of your emails making it to the inbox where they belong.