Email is easy to use and has a high ROI. So it’s no surprise that businesses in industries ranging from finance to retail rely heavily on email marketing.
Email is simple to use, but difficult to master if you don’t act on insights. Beautiful emails with tempting calls to action often get marked as spam and never make it to the recipient’s inbox.
As we start a new year and a new chapter in digital marketing, it’s essential that your emails get delivered. So, here are five best practices for email deliverability in 2022.
- Create captivating subject lines
- Don’t spam your lists at peak times
- Don’t suddenly go rogue
- Stop emailing inactive subscribers
- Don’t send the same email to everyone on your lists
Create captivating subject lines
If you’re in a crowded industry, monitor your competitors’ emails and adjust your strategy to attract customers. Mastering the art of the subject line is one way.
Having a weak subject line will cause customers to ignore your email; having a strong subject line will cause customers to mark it as spam. It’s better to be friendly but direct, giving them a glimpse of what’s inside your message that they’ll value.
Is it a limited-time price drop? Say that, and don’t be afraid to be inventive. Contrary to popular belief, vague subject lines like “Have a second?” arouse anxiety, not curiosity, in your subscribers.
Don’t spam your lists at peak times
It’s tempting to send out a barrage of emails to attract customers and drown out competitors. But you risk losing customers, having your campaigns marked as spam, or worse, being blacklisted by Internet service providers (ISPs), lowering your deliverability rates.
Set up a schedule of personalized messages months ahead of time. For example, if you want to reach spring-breakers, send out emails months in advance highlighting what they can expect.
To maximize conversions, you can use a gradual approach to build awareness, share brand news with new and existing customers who are most likely to engage with it.
Don’t suddenly go rogue
Don’t take a risk right before your most profitable times of year.
Sure, sending an untested campaign to your traditional audience may boost sales. If it doesn’t work, your ROI may fall to levels you wouldn’t have experienced if you tried it in a safer season.
Instead, look back at past campaigns to see what delivery, messaging, and creative tactics worked best—and stick to your brands’ best-practices when time is short.
Stop emailing inactive subscribers
Cleaning out inactive subscribers is one of the most important things you can do to keep your email campaigns healthy all year.
Constantly emailing disengaged subscribers can harm your email reputation. Instead, track customer responses and adjust accordingly. Is the customer less responsive? Send fewer emails. This strategy will improve your email marketing ROI.
Don’t send the same email to everyone on your lists
Using the “spray and pray” method is a surefire way to get subscribers to unsubscribe or mark your emails as spam. Why should an email about new knitting needles be sent to a customer whose brand engagement suggests an interest in action sports?
Use data to send targeted, personalized email offers like a birthday deal or a reminder that a subscriber’s favorite item is back in stock. This personalized approach will increase deliverability rates and conversion rates because you are providing what customers need at the right time.
Marketers will have to work hard in 2022 to maximize marketing budgets and deliver tangible results for their companies. Instead of chasing after new marketing trends that have yet to prove themselves, master tried-and-true methods like email.
The best-practices outlined in this article will help you properly leverage one of the most well-established marketing tools and maintain a high inbox reputation with your customers.