How to Maximise Your Email Deliverability

It’s a fact; the importance of emailing in modern business communication is undeniable, yet for many it has become a trying and complicated tool that hinders more than assists. In 2019, estimates have shown that around 205 billion emails are sent out daily, an astounding figure to be sure -  and when looking at things in this light it’s understandable that companies find themselves struggling to make the desired mark in their emailing departments, The iconic “You’ve Got Mail” era has been a solid constant through the years, Yet as things have evolved and our society has become more savvy “spam” has become the persona non grata title businesses have to fight against on a daily basis. 

According to more in depth statistics, as things stand almost half of all email content is currently considered spam with Only 55% of emails containing legitimate content. So how can one possibly hope to get the word out in such a tainted industry?

It all comes down to your email deliverability and spam avoiding tactics. 

Taking A Closer Look - Why Certain Emails Go Straight To Spam 

Now despite what some may think, an email is never just an email. And ensuring yours is up to scratch is a crucial step in a successful transaction. Due to the fact that spammers lurk around every corner and will try anything to cut every corner, the emailing industry has had to become a lot stricter on what qualifies and what doesn’t. 

Having a clear definition on these points is a must! And a few things to consider include:

  • Lacking Sending Permission
    In most cases an email address may seem like a public tool open to send and receive anything, but the important thing to consider is sending permissions, yes we all have those. One of the leading reasons why a specific email is marked as spam is when the receiver did not give permission or willing accept receiving it in the first place. This is particularly high with cold calling companies that received your details from a third party.

  • Using Specific Spam Trigger Words    

Filtering software is one of the leading methods put in place in an attempt to cut down on spam emailing. A very necessary measure when you consider that an astounding 14.5 billion spam emails are sent every single day. To date there are 455 spam trigger words saved on the system that include 100% free,  Billion dollars, Act Now, Apply Online, Earn and Save to name a few. So if one is not careful your email could very quickly be flagged as spam when it might actually be a perfectly acceptable business email. 

  • Inactive Or Inaccurate Sender Information 

As shocking as it might seem accidentally putting in a t instead of a z for the email address could be enough to get you flagged as spam, and similarly is using an email address you may not know is actually inactive. 

  • Adding Images To your Emails 

In most cases, adding an image or two to your work is not a problem, it adds a little colour and makes your overall content that much more interesting. Unfortunately this is not the case with emailing though. Image spam is a very real thing these days especially with at least 50% of all spam emails containing mostly images. So in most cases it is because of that fact that images in emails have become a one way ticket into the spam folder. 

  • An Abundance Of Spelling And Grammar Errors

The name of the game in spamming is to rake in clicks and read statistics, because of this in most cases a spammer doesn’t particularly care how professional their presentation is, they are purely sending you that email so that you will open it, read it and boost their stats. Because of this if a legitimate email happens to be written particularly badly it will most likely be marked as spam. 

Ditching The Spam Stain & Improving Your Deliverability 

Despite how prolific spam emails have become and the numerous difficulties that have come with them, there are in fact still methods that companies can use when trying to send out legitimate emails.  

  • Domain Is Everything 

Just like the neighborhood you live in and your physical address, your email domain is an identification string that defines a realm of administrative autonomy, authority or control within the Internet, and like the difference between a rubbish dump and a five star hotel - where your emails originate from can and does play a major role in how you are perceived. There are two major areas of note within your domain management namely - your SPF (Sender Policy Framework) and DKIM (Domain Keys Identified Mail). If you want people to sit up and take your emails seriously to avoid that dreaded spam tag you need to ensure your email domain is created properly with both the SPF and DKIM details in order and accurate. 

  • Maintaining A Good Domain Reputation 

The more your emails bounce back  the better the chances are that your domain reputation will take a knock. As mentioned before there are numerous reasons why this can happen from inaccurate sending addresses to email addresses that are inactive. The best way to avoid this problem is to try and keep your email outreach as varied as possible in order to lower the bounce rate. 

  • Quality Over Quantity   

The quickest way to get yourself flagged as a spammer is by sending mass amounts of emails all at once or very often, especially if they are in template form. If you are in fact a company that relies on sending large amounts of emails it's always best to start off small and increase your sending rate slowly. Also try to personalize your emails and stay away from bot-like or template style emailing. 

  • Include All Relevant Information 

Even the most sales hungry companies need to adhere to conscious business practices, and in emailing that entails including your company’s details like the physical address and website details and contact information. Also it is very important to always include an “opt out” option to show that you are not trying to force anyone into doing anything they are not willing to do.

  • Keeping Tabs On Your Email Reports  

A very helpful and powerful tool when used right are the email reports we get from our domain statistics. Included in these reports are all of the details you need regarding the emails you have sent, how many were received, opened, read and most importantly how many bounced back or were redirected to spam folders. As the saying goes, if it ain't broke don't fix it - but more importantly if your current tactics are not working for you it’s time to change direction. Keeping a close eye on these reports is an invaluable way of figuring out what works best for you and what doesn't. 

Getting It Right Every Time Is Not Always Possible - But Doing It Right The First Time Is A Must 

When looking at how the business industry has grown over the years and grasping the phenomenal speed at which it continues to grow learning to keep up can be a truly daunting thing to contend with, especially when it comes to attempting a noticeable impact among the billions of emails circling around us. On a daily basis this is the exact pressure so many companies deal with and when adding in the pressures of spam it can seem damn near impossible.

However it has been proven that emailing does still work, success is still possible and it all comes down to how you go about it. So the next time you get ready to launch an idea through the vines of email keep these pointers in mind and wave that tinge of spam goodbye.