Best Practices For Maximizing Email Delivery Rate


By Julia Gulevich


According to Emaillabs 2006 audit of best practices, most email marketers follow two of the best practices mentioned. However, they missed many of the best practices that maximize email deliverability rates. Deliverability was defined as an email message in the inbox with all the images intact and complying with CAN-SPAM provisions.

A Cent Percent Inclusion Of The Unsubscribe Link

All the 203 marketing messages surveyed included the unsubscribe link. This is an essential in email marketing. By giving the subscriber the option to unsubscribe easily through a link in the email you are winning their trust and proving not to be a bother. Instead of reporting your mail as spam, all subscribers must do is unsubscribe from your list.

Posting Companies Street Addresses

CAN-SPAM requires that all email marketers post their companies street addresses in their mails. 91 percent of companies surveyed did this. It is one essential to mail not being declared as spam and to maximize email delivery rate.

Let us study some of the best practices to maximize email delivery rate that are not being used.

Ask the subscribers to add you to their whitelist or address book

Email clients generally do not block whitelisted emails and also display them properly.

Provide a link to where the message is archived on a website

More email readers are likely to read messages on a website before whitelisting your emails. An added benefit is that you can track clicks on your website to see who opens your emails in addition to notoriously unreliable click-through rates.

Provide A Feedback Email Address Or Another Contact

Many e-marketers in their race to maximize email delivery rate do not provide a feedback email or another contact. Such marketing messages are often seen in a poor light and are blacklisted or relegated to the junk folder.

It is also essential to provide an update profile or email address functionality, since 30 percent of subscribers are estimated to change their preferred email address annually.

Design Your Email For The Preview Pane Or Blocked Images

This is essential, since more and more email clients are allowing preview pane functionality. To maximize email delivery rate, it should look good in the preview pane.

Include A Recognizable Email Address

This means that it should have the companies address as well as the purpose of the email somewhere in the email address.

Subject Line

A good email has a great subject line. This means that it is personalized. It contains a brand name as well as an enticement to open. A content description, a call to action and no spam elements combine to create a great subject line that works to maximize email delivery rate.

Email Administration Centre

One big essential is adding an email administration centre in the message. This includes receivers email, contact information, unsubscribe or update profile link as well as a link to the privacy policy.

Remember to keep the above practices in mind when you work to maximize email delivery rate. Do not ignore automated email replies. Do not use a small application to send volume email. Work hard to improve deliverability. Do not think of email campaigns as blasts. Confirm subscribes and unsubscribes. Respect email privacy. Include a text version of the promotional email which subscribers can opt for.

Remember by heeding these best practices of email marketing you can reach your target market and maximize email deliverability rates.


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