Deliverability – so that your Email will find its way to the recipient

The term “Deliverability” is been used to describe the receiving of an Email by the recipient, and it is one of the most important terms in the Email marketing world since the success of an Email campaign is highly depending on high deliverability. When you send single Email or even a few dozens, most of them will reach their destination successfully, however when you send Emails to recipients lists with hundreds, thousands and even millions subscribers, deliverability is facing obstacles very often.

This is the place to mention that it is highly recommended to work with professional Email delivery systems for mass spread and not your private Email inbox.  Professional Email delivery systems are an essential requirement for deliverability. Sending with simple Email delivery systems, such as Outlook, may cause heavy loud on the Email servers, data security issues and be considered as SPAM (“junk mail”).  Even though a mistake in the Email address can prevent from the Email to reach its destination and this is a very common mistake. However, there are different ways and methods to increase Emails deliverability, and as higher the deliverability, is the affectivity of the campaign grows. For more information please read High deliverability – Get to your recipients inboxes.

Increase your deliverability by proper registration and tracking

Registration in advance and voluntarily by the recipients is no longer a recommendation, but is part of the Anti-SPAM laws in many countries. Nevertheless, you won’t achieve anything by sending your Emails to people that didn’t sign-up for it and you even take a chance to reduce your deliverability level, this is why it is very important to send only to approved recipients and use a known sender name.  Also, if the subscriber wished to remove himself from the recipients list, he should be allowed to do so in a simple and easy way. In this way you will avoid sending your Email to junk mail and will earn creditable and responsible image with your customers.

Content and right design of a newsletter

Deliverability of an Email is decided also according to the content and the design of the page; this is way it is important to create it correctly:

• Make sure the Email is in the right HTML form.
• Keep your newsletters light size since an Email which is over 300KB will probably be blocked. Remember to calculate the coding as well, which is about 30% of the total size.
• Do not use words that can likely to be considered as SPAM, such as Gambling, Viagra and more.

Sending focused and quality Emails

After you were approved by the recipient, it is better to send him short and informative newsletters in measured time periods in order to stay in his mind. Also, in order to keep the recipient in the recipients list, the Emails must contain content and be designed in a way that make him interested otherwise your newsletter will find its way very quickly in the junk mail. In other words, avoid sending newsletters with content that is not part of the interest’s fields of the customers. For example, if the customer expressed interest in health products don’t send him information regarding Alcoholic beverages and if it is a customer that registered to a newsletter about electronic devices and has a specific interest in computers, try to avoid sending him newsletters about ovens and refrigerators. Nevertheless, sending focused information to each recipient is not enough by itself. It is very important that the information will be updated, originals and interesting in that specific field of interest because no one wants to read well known facts and information that was published before.