Newsletters and email marketing can be a vital part of selling – but only if your prospects actually see the emails. Ensuring your emails deliver is going to be key to this because, without deliverability, all that effort is essentially going to waste. If your business finds this challenging then you’re not alone – a third of marketers identify deliverability as a primary challenge when it comes to email marketing. So, how can you make sure that your emails are getting to the right place?

Curate your email list more effectively

Having a huge email list means nothing if most of those addresses are triggering a bounce or shoving your email into a spam folder. There are a number of steps you can take to help improve this, including ensuring that you’re streamlining the list to remove invalid emails and taking steps to better engage users. Make sure that you have a double opt-in in place so that the people on your list do genuinely want to be there. And make it easy to unsubscribe. It might not seem sensible to take any steps to reduce the size of your list but it’s actually better to have a smaller list of people who genuinely want to hear from you.

Don’t buy email lists

Many of these emails are going to bounce and you’ll have no idea whether the users receiving the emails are actually interested in your products and your brand. These lists are often low quality and not relevant to what you offer and can push deliverability down as a result.

Make sure you have a strong sender reputation

What many people don’t realise is that email deliverability relies on your sender reputation. Your message might be automatically marked as spam by an email inbox provider if you don’t nurture this. Make sure your IP address has a “safe” reputation and that your domain hasn’t been compromised so that anyone sending an email on behalf of your domain has to show “credentials” to the email provider.

Send emails in smaller batches over time

Instead of sending out a huge email hit to a massive list, consider working on the basis of sending smaller batches over time instead. This will help to ensure that you’re not hitting any rate limits that could mean you start to get a “soft bounce” from email service providers. If your list is 250+ then segment this into smaller lists and send out more relevant emails in smaller batches.

Show up consistently via email

Like any other part of building a relationship with consumers, email is about consistency. If users know that the emails they get from you are useful, they are more likely to open them. If your content is really strong then they may even be waiting for your mailshots each week.

From the reputation of your IP address to the content of the messages that you send, these are just some of the ways to ensure that your marketing emails deliver. To find out how Iconic Digital can help your email marketing strategy, get in touch today and call us on 020 7100 0726. Find out more about our Email Marketing Automation Agency in London.