Improving Email Delivery
The number one issue among B2B email marketers in 2007 is declining email delivery rates. This is typically the result of a combination of factors, including email content, HTML email code, opt-in email list quality and your email delivery ISP. Here are 5 key ways to help improve email deliverability for your campaigns;
1. Email Content
Knowing how to choose non-SPAM like keywords in your subject line and body copy is very important. The word "FREE" is problematic not only because it is in ALL CAPS, but "free" is also a flagged SPAM word for many email filters. Using odd or excessive punctuation in the subject line or body copy will also cause your likelihood to get filtered to increase.
2. HTML Code
Your HTML email code will also often get you filtered if not done correctly. Using javascript or css scripts in your emails often cause issues. Formatting your code (such as hexadecimal colour codes) in an unconventional way will flag filters. Having a low amount of copy relative to images and code will also cause problems. A big "no-no" is using a single large image graphic for your email and no text - this is an old spammer's trick, and is guaranteed to create a red flag with filtering.
3. Email List Cleaning
Sending repeatedly to bad or blocked emails will increase the likelihood of future delivery problems. Be sure to cull your list of unsubscribers, and also bad syntax or blocked emails.
4. ISP Relationships
If you are trying to send email from your own in-house servers, then you will also have to be sure to maintain relationships with all of the key ISPs to ensure that you are white listed. Getting off block lists is important also. Using an email service provider is a much easier way to ensure that this is taken care of for you.
There are dozens of high volume ISPs and a handful of important block lists that can seriously decrease your successful delivery percentages.
5. SPAM Scoring
Software such as SPAMAssassin.org (which we use) is key in rating your HTML email to predict the extent of filtering to be expected. Filtering prediction software such as SPAM Assassin gives your HTML email a rating from 0 to 5, where a 5 is most likely to be caught in a SPAM filter. Most servers set their own acceptable levels, but generally a 3 or lower will get past the average ISP. Good software will give you specific coding and content suggestions on how to lower your email filter rating to improve deliverability.
Contact us for help on getting your emails delivered using our white-listed ISP, your HTML email optimized and scored for filtering, or a specific
opt-in email list rental recommendation.
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