The Ultimate Guide to Mastering Email Deliverability in 2022

What’s the biggest challenge you face when it comes to email marketing? According to our survey, it’s email deliverability — and we want to help you overcome this challenge. This ultimate guide will teach you everything you need to know about delivering emails to their recipients using the latest email marketing techniques and technologies in the year 2022. So don’t waste any more time — read on to learn more.

Choosing the Right ESP

You’ll need to find an email service provider (ESP) for your business. A good ESP will help you manage subscriber lists, deliver and track emails at scale, etc.

Creating Your Contacts List

The first thing you need to do is create a contact list of your audience. This should include their name, email address, job title, and other data. Then, you can use a B2C marketing automation tool to help with segmentation. According to Maropost, “Marketing automation tools help paint a picture of your target audience behavior, which can help the marketing team come up with effective campaigns to win over their hearts.”

Purchasing Your Domains

If you have a .com, .net, .org, and any other country-specific top-level domains (TLDs) with which you’d like to be associated, purchasing your domain names is one of your first steps. Domain registration companies such as GoDaddy and Namecheap are easy to use; just pick out your desired domain name(s), choose how long you want them for, and pay. Done! You now own that URL forever.

Choosing a Dedicated IP address (DIP)

A dedicated IP address is simply an email address that belongs solely to you. This means that your domain name will attach to a single, static IP address, and it’s associated with your domain name for as long as you wish it to be.

Sender Reputation, SPF and DKIM

The better your sender reputation, SPF, and DKIM records are, the less likely your emails will get flagged as spam. These three things also help email clients recognize when emails come from a domain you’ve provided consent for.

Message Content

Before we begin, it is important to know what email deliverability is. Email deliverability refers to your message reaching its intended recipient.

Subject Lines

Email open rates are typically around 20-25%. That means that of every 100 emails you send out, only 25 people will actually open it. So how do you get your readers to open your emails? With an attention-grabbing subject line.

Avoid Videos and Images

Spam filters are adept at detecting embedded video and images, so it’s not a good idea to use them. They slow down delivery, whether or not you block them from view.

Use From instead of Reply-to When Sending Email Marketing Campaigns via ESPs

From addresses are a crucial component of your email’s deliverability, ESPs track your open and click-through rates based on which email client you use. By using From: instead of Reply-to, you can ensure that most ESPs track your campaigns properly.

Make It Easy for Recipients to Unsubscribe from Your Mailings

Those who click unsubscribe are telling you that your email isn’t relevant or interesting, and it makes them feel like they’re reading spam. So make sure your emails contain clear instructions on how recipients can opt out of future mailings. Also, do whatever it takes to write engaging emails.

Despite delivering plenty of value, not every deliverable will be well received. That’s okay. Don’t take it personally when a client reacts negatively to a deliverable. Instead, use it to learn more about your target audience and how you can better meet their needs.

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