Table of Content
- 1. Build and Maintain a Clean Email List
- 2. Implement Double Opt-In
- 3. Craft Relevant and Engaging Content
- 4. Monitor and Improve Engagement Metrics
- 5. Use a Consistent Sending Schedule
- 6. Authenticate Your Emails
- 7. Monitor and Resolve Bounce Rates
- 8. Provide an Easy Unsubscribe Option
- 9. Avoid Spammy Practices
- 10. Test and Optimize for Different Devices
- The Inbox Awaits!
Inboxes overflow with messages vying for attention. As a result, achieving inbox placement is akin to winning a coveted prize. After all, what’s the point of crafting a compelling email campaign if it never reaches the intended audience? To help you navigate this challenging terrain and improve your email deliverability, here’s a comprehensive guide to the best practices that businesses can adopt to maximize their chances of landing in the coveted inbox.
1. Build and Maintain a Clean Email List
The foundation of successful inbox placement starts with your email list. Maintain a clean, permission-based list by regularly removing invalid or inactive email addresses. This ensures that your emails are directed to engaged recipients who genuinely want to hear from you.
2. Implement Double Opt-In
Use a double opt-in process, where subscribers confirm their subscription by clicking a verification link in an email. This not only ensures that subscribers are genuinely interested but also helps prevent fake or mistyped email addresses from entering your list.
3. Craft Relevant and Engaging Content
The content of your emails plays a crucial role in inbox placement. Tailor your messages to be relevant to your audience’s expectations. Deliver value, solve problems, and keep the content engaging to encourage recipients to interact with your emails.
4. Monitor and Improve Engagement Metrics
While it’s important to pay close attention to open rates, nowadays you need to look deeper into engagement metrics, like click-through and conversion rates.
Ensure your email’s links all have appropriate and specific UTM variables.
This is critical because more than ever, inbox providers monitor emails that are engaged. It’s seen as a signal that your emails are valuable to recipients, increasing the likelihood of inbox placement.
If you need more insight than top-level metrics, Postmaster tools offered by EmailConsul will provide you with a detailed picture of your sender reputation.
5. Use a Consistent Sending Schedule
Maintain a consistent sending schedule to establish a predictable pattern for your emails. Erratic sending behavior can trigger spam filters. Also, consider the time zones of your recipients to ensure your emails are delivered at an optimal time.
6. Authenticate Your Emails
Implement email authentication protocols like SPF, DKIM, and DMARC to prove the authenticity of your emails. Proper authentication builds trust with inbox providers and reduces the likelihood of your emails being marked as spam.
7. Monitor and Resolve Bounce Rates
Regularly monitor and address bounce rates. High bounce rates can negatively impact your sender reputation. We’ve already said this, but it bears repeating: remove or update invalid email addresses promptly to maintain list hygiene. It is important to monitor the types of bounces you generate. Some will be about emails not existing anymore, all the way to Google is blocking your emails for evidence of spamming. It’s more than a percentage!
8. Provide an Easy Unsubscribe Option
Make unsubscribing from your emails effortless. A clear and accessible unsubscribe link not only keeps you compliant with email regulations but also reduces the risk of recipients marking your emails as spam.
9. Avoid Spammy Practices
Steer clear of spammy tactics such as abnormal use of capital letters/characters, or misleading subject lines. These practices are likely to trigger spam filters. Write how your business should write. Don’t worry about spammy words: worry about generating low engagement.
10. Test and Optimize for Different Devices
Ensure your emails are responsive and display correctly on various devices and email clients. A seamless user experience contributes to positive engagement and inbox placement.
No really. Microsoft is not the friend of email marketers. Or anyone really. Why is Control+F used to Forward emails in Outlook as opposed to “finding” something?!
The Inbox Awaits!
Landing in the inbox is the ultimate goal for email marketers, and it’s achievable by following these best practices. Building a strong sender reputation, crafting engaging content, and adhering to email regulations are the cornerstones of inbox placement success. By consistently delivering value to your subscribers and demonstrating your commitment to their inbox experience, you can secure your place in the coveted inbox and foster lasting relationships with your audience. Happy emailing!
