Improving Email Deliverability in 2024: Best

Getting emails delivered to the recipient’s inbox is one of the biggest challenges most email marketers struggle with. It’s disheartening to see your emails land in spam despite all the effort and time you’ve invested in creating a compelling email.

This guide will help you navigate this challenge and get your emails into the recipient’s inbox by giving you 12 easy and effective tactics and tips to improve your email deliverability.

Difference Between Email Delivery and Email Deliverability

Before we get to the tactics, let’s clarify that email delivery and email deliverability are two distinct metrics.

What is Email Delivery?

Email delivery measures whether or not the recipient can accept your emails. If an email is not bounced, it’s considered delivered. Hence, you’ll see a good email delivery rate. However, email delivery rate doesn’t distinguish between emails getting delivered to the inbox or spam folder; it simply measures the number of emails that didn’t bounce.

What is Email Deliverability?

After the recipient’s server accepts the email, the next challenge is making it to the user’s inbox and not the spam folder. This is where email deliverability or inbox placement rate comes in. It measures the number of emails delivered to the recipient’s inbox.

Now that we have clarified the distinction between these two metrics let’s dive right into the tactics to increase your deliverability rate.

How to Increase Your Email Deliverability

Here is a list of the 12 most effective ways to help you increase your email deliverability in 2024:

1. Authenticate Your Domain with SPF, DKIM, and DMARC

One of the key components of setting up the right email infrastructure is authenticating your sender domain. Email authentication conveys to your recipient’s server that the email is from a verified and legitimate domain, not a fraudster. Hence, email authentication is necessary to ensure your email doesn’t end up in the spam folder.

– **Sender Policy Framework (SPF)**: SPF verifies that incoming email is coming from an authorized sender, not a relay server. For instance, if you are using an email automation tool, make sure your SPF record includes the IP addresses of the tool’s servers.

– **DomainKeys Identified Mail (DKIM)**: DKIM ensures that no alteration is made to the message during transmission. It uses public-key encryption to link the digital signature with the domain name in the DNS. For example, if you send a cold email, DKIM ensures that the email hasn’t been tampered with in transit.

– **Domain-based Message Authentication, Reporting, and Conformance (DMARC)**: DMARC uses both SPF and DKIM to authenticate the email and blocks all fraud messages sent from a specific domain. For example, implementing DMARC can prevent phishing attacks where malicious actors spoof your domain to send fake emails.

2. Warm Up Your IP Address

Before sending emails from a new IP address, it’s imperative to do an IP warmup. This process, also known as domain warmup, involves sending a small number of emails to your most active and engaged users initially. This helps build up IP reputation as ISPs see that your emails are relevant. Gradually, you can increase the number of emails sent as your reputation score builds up.

**Example**: Start by sending 20 emails a day to your most engaged contacts. Gradually increase this number over a few weeks. This slow increase helps build trust with ISPs.

3. Monitor Sender Reputation and Blacklists

Maintaining a good sender reputation is crucial. You can measure it based on complaints filed against you, spam reports, your email history, your domain’s reputation, and the bounce rate. There are many tools you can use to check your sender’s reputation, including Senderscore.org, BarracudaCentral, Google Postmaster, and Microsoft SNDS. A lower sender reputation can get your IP blacklisted, which negatively impacts your deliverability.

**Example**: If you find your sender score dropping, analyze your recent email campaigns. High bounce rates or spam complaints could be causing the drop. Use this data to refine your email outreach strategy.

4. Use Double Opt-In or Confirmed Opt-In

Ensure that all the subscribers on your email list are genuinely interested in receiving your emails and have valid email addresses by using double opt-in. Asking users to verify their email address once they sign up ensures validity and increases email interaction and engagement.

**Example**: After a user signs up for your newsletter, send a confirmation email with a link to verify their email address. Only add them to your email list once they click the verification link.

5. Make It Easy to Unsubscribe

You must ensure that your subscribers can easily opt out of your email list. If the unsubscribe process is confusing or difficult, recipients may mark your email as spam, affecting your deliverability rate. Include a clear unsubscribe link or button in all your emails.

**Example**: Include a simple “Unsubscribe” link at the bottom of every email. Ensure it’s easily visible and doesn’t require navigating through multiple pages.

6. Avoid Spammy Words in Your Emails

Using spammy words can easily get your emails trapped in the spam folder. These words trigger spam filters, signaling that the email contains spammy content. Some examples include “Claim your discount NOW!”, “Act immediately”, “100% FREE”, and exaggerated symbols like “$$$” or “0% risk.”

**Example**: Instead of saying “Get 100% FREE access now!”, you could say “Start your free trial today.” Avoid excessive capitalization and exclamation marks.

7. Don’t Use Purchased Email Lists

Buying email lists might seem like an easy way to reach many people, but it can negatively impact your email deliverability. Purchased lists often contain invalid or non-existent email addresses, and sending emails without recipient approval can lead to legal repercussions. Instead, create your email list using ethical practices.

**Example**: Use lead generation tools to build your email list organically. Offer valuable content like eBooks or webinars in exchange for contact information.

8. Clean Your Lists Regularly and Use Segmentation

Over time, some subscribers will stop engaging with your emails or change their email addresses. Regularly cleaning such addresses from your email list is crucial to maintaining a healthy deliverability rate. Implement best practices for email list hygiene, such as removing hard-bounced email addresses and inactive users.

**Example**: Set a policy to remove email addresses that haven’t engaged with your emails in the last six months. Segment your list to target active users differently from inactive ones.

9. Segment Your Email List

To improve deliverability, you must engage your subscribers with relevant and valuable content. Segment your email subscriber list based on criteria such as demography, geography, behavioral data, stage in the buyer’s journey, and lifecycle stage. A segmented email is more targeted and resonates better with the recipient.

**Example**: If you have an e-commerce platform, segment your email list by purchase history. Send personalized recommendations to frequent buyers and special offers to first-time customers.

10. Maintain a Consistent Sending Frequency and Schedule

Establishing a consistent schedule for sending your emails with the right frequency and timing ensures people don’t ignore your emails. Choose the best time and day to send emails based on industry, email campaign type, and recipient interaction behaviors.

**Example**: For a B2B email outreach, research shows that Tuesday mornings between 8:00 – 10:00 am often yield the best engagement. Adjust your schedule based on your email analytics.

11. Send Engaging Emails

The emails you send should hook readers and offer value. Higher engagement signals to ISPs that recipients enjoy your emails, increasing the likelihood of your emails landing in the inbox. Incorporating interactive elements such as AMP widgets, quizzes, and embedded forms can increase engagement.

**Example**: Include a “spin the wheel” game in your email where users can win discounts or freebies. Interactive content increases engagement and makes your emails more memorable.

12. Monitor Performance Metrics Regularly and Fix Issues

Regularly measure the performance of your email campaigns using email analytics. Check metrics such as unsubscribe rates, click-through rates, bounce rates, and spam complaints. Monitoring your sender’s reputation and recipient engagement levels helps identify and fix issues promptly.

**Example**: Use an email automation tool to track open rates, click-through rates, and bounces. If you notice a spike in unsubscribes or spam complaints, review the recent content and adjust accordingly.

By implementing these best practices and tips, you can significantly improve your email deliverability in 2024. Focus on creating high-quality, engaging content, maintaining good sender reputation, and regularly monitoring performance metrics to ensure your emails reach the recipient’s inbox. Use this comprehensive approach to enhance your email outreach, leveraging cold email automation and email marketing automation for optimal results.