Brian Shilling says, “About 1 in 5 emails never reaches the intended inbox, according to Return Path’s 2015 Deliverability Benchmark Report. Yet email deliverability rate remains one of the most overlooked email marketing metrics.

Though most email marketers focus on optimizing click-through rates and open rates—and for good reason—those popular metrics won’t add up to success if your emails don’t land in your contacts’ inboxes in the first place.

If you feel as if you’ve tried everything to optimize your email campaigns but you’re still not seeing the results you’d like, it might be time to check into your deliverability rates.

As with anything in marketing, there are certain things to do and other things to avoid when optimizing deliverability. Try the following 17 do’s and don’ts in your email campaigns.

10 Tips to Increase Email Deliverability

1. Send high-quality emails every time. Repeated low engagement (very few opens, clicks, etc.) may cause your future emails to land in the spam folder. Improving engagement metrics starts with email creation. Focus your efforts on providing valuable, high-quality information, including a subject line that matches your email content.”.

Email Deliverability Rates Dragging You Down? Try These 10 Do’s and 7 Don’ts

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