Email Marketing Deliverability

Before your subscribers can open your emails, click on offers or links and make purchases, they first have to receive those emails in their inbox. Without consistent high rates of deliverability, your message could simply get filtered to the spam folder.

At Inbox Group, our team of email deliverability experts work daily to make sure our delivery rate is one of the highest in the insudtry at 99-percent for valid email addresses. We meet these goals by:

Having a strong anti-spam policy.
Not allowing the use of purchased email lists in our system.
All email marketing campaigns use SPF and DomainKeys.
Having direct and interactive relationships with all major and mid-level ISPs.
We process all unsubscribe requests instantly and undeliverable addresses are purged from lists.
We aggressively review and resolve all delivery issues as they are detected.
We review all lists uploaded into our system prior to sending to avoid any potential delivery issues.
We have over ten years of consistent high delivery rates combined with the industries lowest spam complaints.

Getting the Stamp of Approval

Here's what you as a sender can do to make sure your email marketing message get delivered to the inbox:

Email Marketing Newsletter Delivery Use a recognizable From Name and From Email Address. Recipients use the from email address to help decide what to do with the email message. If they don't recognize your name or company name, they are more likely to delete it, ignore it, or mark it as spam. Use an email address and persons name that is known in your company. Ask that they add your email address to their safe-sender list to avoid future delivery issues.

Don't use spammy subject lines. If it reads like spam email, odds are recipients will treat it as such. Together with the from name and from email address, the subject line can be one of the most important elements in a successful e-mail campaign.

Clean you list. A large list of bad email addresses is one of the tracking methods ISPs use to rate a sender's reputation. Bad list hygiene can be one of the determining factor in whether a message is delivered or sent to the spam folder. Remove bad email addresses immediately, and regularly review your list of people who never open. Handle unsubscribe and spam complaints right away as well.

Avoid spam complaints. This is critical to your email deliverability reputation. ISPs use the number of spam complaints a sender receives about unwanted email as the #1 factor for rating a sender's reputation. Remove any addresses that have generated a spam complaint as soon as you receive it. But don't stop there. Identify how they were added to your list and what may have caused the complaint so you can improve your process and drive down the number of complaints. Even the best kept lists generate complaints, but the number should always be less than one-percent.

Get permission. While ISPs use sender reputation to determine whether to deliver your e-mail, how you acquire new subscribers is still one of the most important ways to manage and reduce complaints. Always use permission-based methods, and let subscribers choose what content they want you to send and how often. Consider double opt-in. This will drive down complaints and keep your list clean.

Send relevant content. Make sure you send them what they sign-up to get. Give them the content they want and make it valuable to them. At least once or twice a year ask them what they'd like to receive, give them options on the content they receive by using dynamic content based on their preferences. Send the same content to all clients will most likely hurt over time and your subscriber base will dwindle.

How does your newsletter look in different email clients? If your email shows up in inbox formatted badly, most recipients will just delete the email. Make sure your email is readable even if the user has images turned off. Setup free email accounts with Google, Yahoo and Hotmail and see what your email looks like in each account. Testing your email should be a priority. Make sure you include a link to view the email as a web page link to offer another way to see it. Proper design for image blocking and preview panes helps drive recognition.

Inbox Group offers a Free Email Marketing Review and can help you reach your goals. Contact us or sign-up for a Free 15 Day Trial and see for yourself. These's no obligation or credit card needed.