Deliverability Tips

Only Send to People Who Want Email

This is a best practice that’s consistent across the sender guidelines for every major Internet Service Provider (ISP). While there are several different methods of email collection that are acceptable under CAN-SPAM (Controlling the Assault of Non-Solicited Pornography And Marketing) legislation, you should only send to users who have specifically requested to receive your emails. Employing an opt-in or confirmed opt-in registration process helps ensures you are sending to the right people.

Send a Well Branded Welcome Email

The first communication lays the foundation for the relationship with the recipient. The welcome email should be sent as close as possible, if not immediately, to the new subscriber after registration and should set their expectations for the communications to follow. The welcome email should also include an option to unsubscribe from the mailing list in case the registration was done by mistake.

Find Your Subscribers’ Email Preferences

The best way to improve your deliverability is to get subscribers to open and click on your messages. If subscribers find the content valuable and relevant they are more likely to do so. Find out what kind of content they like and how frequently they would like to see it in their inbox.

Make Mailings Targeted

Even if you are not collecting preferences upfront from your recipients, you can still send more engaging content by tracking their activity after receiving messages. Retarget based on opens or clicks on specific link categories.

Make the Opt-In and Out-Out Process Simple

It’s important to be upfront during the registration process as to the type and frequency of your communications. Simplifying the opt-out process will also help deter recipients from hitting the “SPAM” button. Even better, direct them to a preference center so instead of opting-out of all mailings they can opt-down to remove specific subscriptions.

Make Content Fresh

Subscribers are much more likely to unsubscribe when they start receiving the same offers and promotions every week. Content not only should be relevant to the recipient’s interests, it should also be new and exciting to help keep them engaged.