Email Deliverability Best Practices by EmailDelivered

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									                      Email Deliverability
                      Best Practices
                      10+ Things You Can Do TO-
                      DAY to Improve Your Email
                      Deliverability Immediately.




                      Presented by




Copyright © 2012. All Rights Reserved. Marketers Publishing Group, Inc & www.EmailDelivered.com 1
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00.                                       Email Deliverability
                                             Best Practices




{                                                 }
 01. Email Authentication   06. Check URLs

 02. List Hygiene           07. Review Content

 03. Feedback Loops         08. HTML & Plain Text

 04. Consistency            09. Can-Spam

 05. Engagement             10. Manage Bounces

                                     Copyright © 2012. All Rights Reserved. Marketers Publishing Group, Inc & www.EmailDelivered.com 3
    Introduction                                                     non-issue nor is whether or not they
                                                                     open the message, read it, or click
                                                                                                                  1. Email Authentication.

    Email deliverability is a big issue for                                                                       This is really just a fancy way of say-
                                                                     on a link inside of the email mes-
    any business owner or online mar-                                                                             ing “to prove that the email is coming
                                                                     sage.
    keter who is using email as a market-                                                                         from the person or entity that it says
    ing channel.                                                     So, before we can look at any of             it is”.
                                                                      the other metrics to help judge the
    It’s important to understand “email                                                                           There are a number of methods used
                                                                      effectiveness of your email mar-
    deliverability” in context of the other                                                                       to authenticate a Sender’s domain
                                                                        keting, we need to look at email
    email marketing metrics.                                                                                      including SPF, SenderID, DKIM (do-
                                                                            deliverability best practices.
                                                                                                                  mainkeys identified mail), domain-
    Email deliverabil-                                                          These 10 email deliverability     keys, and more recently DMARC
    ity is the first line                                                         best practices will help        (domain-based message authentica-
    of defense when it                                                                   ensure that the          tion reporting).
    comes to getting your                                                                 ISPs don’t turn
    subscribers to open                                                                                           It is important that these are in place
                                                                                              your messages
    your email messages                                                                                           and set up properly.
                                                                                              away before
    and take the desired                                                                        they reach        NOTE:
    action.                                                                                       your sub-       Even if
    In other words, if the                                                                             scriber.   you are
    email message is not                                                                                          using
    delivered in the first                                                                                        an email
    place, inbox vs. junk                                                                                         service
    folder placement is a                                                                                         provider to


4 Copyright © 2012. All Rights Reserved. Marketers Publishing Group, Inc & www.EmailDelivered.com
send your messages, you may still         3. Register for Feedback                                 Yet, it goes hand in hand with email
need to update your SPF records           Loops.                                                   deliverability best practice #2 and #3.
for the sending domain (i.e. the from
                                          If you are hosting your own email                        If you send to your list sporadically,
email domain).
                                          program, you’ll have to register for                     you’ll have higher numbers of un-
                                          feedback loops manually for each of                      known recipients as people change
2. List Hygiene.                          the ISPs.                                                their email addresses fairly regularly
List hygiene is, perhaps, one of the                                                               and turnover is pretty substantial.
                                          If you’re using and email service
most important email deliverability
                                          provider, they will handle removing                      In addition, if your subscribers
bet practices to pay attention to after
                                          subscribers from your list who click                     haven’t heard from you in 3 months,
proper email authentica-
                                          the “spam” button.                                       they’re more likely to hit the spam
tion.
                                                                                                   button because they either don’t
                                          However, it’s not enough to just
List hygiene is                                                                                    remember signing up for your list or
                                                 remove complainers from
also some-                                                                                         are no longer interested in the mes-
                                                      your list. You should
thing you                                                                                          sages.
                                                      also be monitoring your
have total
                                                       complaints. Which
control over                                                                                       5. Pay Attention to En-
                                                        types of messages
whether you                                                                                        gagement.
                                                         generate the highest
are hosting
                                                         complaints?                               Engagement metrics are essential
your own email
                                                                                                   when it comes to email deliverability
client or using a 3rd party provider
                                          4. Be Consistent.                                        and this one issue is going to play a
(ESP).
                                                                                                   larger role in the future.
                                          This is area that is most overlooked.


                                                            Copyright © 2012. All Rights Reserved. Marketers Publishing Group, Inc & www.EmailDelivered.com 5
    It’s not about the size of your list, but                        email deliverability rates (and highest   message and check each of them
    rather the quality of your list.                                 inbox placement rates).                    against known blacklists prior to
                                                                                                                  sending.
    For any subscribers that haven’t
                                                                     6. Check Your Do-
    taken some sort of action in the last
                                                                     mains.                                           7. Check Your
    3-6 months, consider sending your
                                                                     There are 3 main                                 Content.
    campaigns from a different IP ad-
    dressno AND instituting a re-engage-                             reasons messages get                             As the saying goes… Con-
    ment plan for those subscribers.                                 blocked before they ever                      tent is king! And ultimately your
                                                                     get to your subscribers.                      content is going to impact your
    Keep your                 most active
                                                                                                                    delivery rates.
    subscrib-                 ers separate to                        These include: IP-rep-
    en-                                sure the                      utation issues, message                          Run your messages through
                                           high-                     content, and blacklisted                          a spam checker or some
                                              est                    domains.                                          sort prior to sending your
                                                                                                                         messages out.
                                                                     Unfortunately, most email
                                                                     marketers don’t know that                             One thing to note is that
                                                                     domains in the email mes-                             while there are all kinds
                                                                     sages can be causing blocks.                    of claims that words like “free”
                                                                     And if you’re using an ESP, they          and “money” will cause your mes-
                                                                     virtually never tell you.                 sages to get blocked (or wind up in
                                                                                                               the spam folder), it’s not so cut and
                                                                     So… it’s important to pay careful
                                                                                                               dry.
                                                                     attention to every domain in the


6 Copyright © 2012. All Rights Reserved. Marketers Publishing Group, Inc & www.EmailDelivered.com
The big lesson here is to write for       issue, we still want to include this as                   HTML email.
your audience. Don’t try to “trick” the   an email deliverability best practice
                                                                                                    So, if you are going to use HTML
spam filters or be sneaky!                because HTML can cause a number
                                                                                                    email, be sure that it is formatted
                                          of issues when it comes to sending
Often times, there’s a real person at                                                               properly and that you also include a
                                          your messages.
the other end of your email mes-                                                                    plain text version of your email.
sages and if it looks like spam and       Think about how web pages look dif-
smells like spam, they’re going to        ferent in different browsers (Internet                    9. Comply with the Can-
mark it as spam and either send it to     Explorer, Firefox, Safari, Chrome,                        Spam Laws.
the junk folder or reject it entirely.    etc.).
                                                                                                    Can spam compliance is very simple,
A Simple Test: Pretend that you           Well, in addition to all of the brows-                    yet too many online marketers/busi-
received the email message in your        ers, there are dozens, if not hun-                        ness owners simply don’t do it.
inbox.                                    dreds of email clients, each with a
                                                                                                    To comply with can-spam, you must
                                          slightly
Would you think it looks like spam?                                                                 not use misleading header informa-
                                          different
Would you read it? Delete it? Mark it                                                               tion or misleading subject lines.
                                          method of
as spam?
                                           handling                                                 You must include your company con-
                                                                                                     tact info and a method for people
8. Include HTML                                                                                         to unsubscribe. And you must
and Plain Text Ver-                                                                                       honor all unsubscribe requests
sions of Your Mes-                                                                                         within 10 days.
sages.
                                                                                                            It’s a good idea to review the
While this is more of a usability
                                                                                                             can-spam law.

                                                             Copyright © 2012. All Rights Reserved. Marketers Publishing Group, Inc & www.EmailDelivered.com 7
    Not only is it an email deliverability                           The Reason?
    best practice… it’s also the law!
                                                                     It ensures that people that are
                                                                     receiving your messages truly want
    10. Develop A Process for                                        to receive your messages. They’ve
    Managing Bounces.                                                taken the extra step to tell you that
    There are essentially 3 types of                                 they DO, in fact, want to
    bounces: hard bounces, soft bounc-                               receive your emails.
    es, and technical bounces.
                                                                     NOTE: Contrary to popular
    You should have a process in place                               opinion, double optin does
    for managing each of these bounce                                not guarantee email
    types that ensures you are keeping                               deliverability or inbox
    valid subscribers and removing those                             placement.
    that are not.
                                                                     The other 10 email
                                                                     deliverability best
    Bonus Email Deliverabil-
                                                                     practices must
    ity Best Practice Tip: Use
                                                                     be in place
    Confirmed Optin.
    While this may not be practical or
    make sense in all cases, it’s by far
    one of the email deliverability prac-
    tices that all of the ISPs agree on.



8 Copyright © 2012. All Rights Reserved. Marketers Publishing Group, Inc & www.EmailDelivered.com
;-).                                                                But Wait...
                                                                 There’s More!




{                                                 }
 01. Email Authentication   06. Check URLs

 02. List Hygiene           07. Review Content

 03. Feedback Loops         08. HTML & Plain Text

 04. Consistency            09. Can-Spam

 05. Engagement             10. Manage Bounces

                                     Copyright © 2012. All Rights Reserved. Marketers Publishing Group, Inc & www.EmailDelivered.com 9
                                                                                                              deliverability and inbox placement...
    Wrap Up                                                          at SenderScore.org (If you are using
                                                                     an ESP, then you will need to ask        • Email marketing best practices...
    In this guide, we covered 10+ best                               the provider for a list of IPs through   • Improving your email ROI...
    practices for improving your email                               which you are sending)
    deliverability.                                                                                           • Increasing subscriber engagement...
                                                                     • Evaluate your list quality by study-
    EmailDelivered provides customers                                                                         • And much, much more...
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10Copyright © 2012. All Rights Reserved. Marketers Publishing Group, Inc & www.EmailDelivered.com

								
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