When you operate a company, it’s critical to make sure your email marketing plan is on track and getting you closer to your marketing objectives. It establishes a direct line of contact between your brand and the people who have interest in it. Using this strategy ensures that your company develops a relationship with its clients and moves them through the conversion funnel.

Email marketing has been shown to increase sales, increase client loyalty, and boost visitors to your website, among other things. Email campaigns make it simple to contact subscribers and attract them with your content and products, encouraging them to stay in touch with your company.

As email marketers, the most important metric to focus on is email deliverability.

How to Make Your Emails More Deliverable

• Register Sub-domains and Prime Your IPs
• Keep an eye on your sender’s reputation
• Keep an eye on your feedback loops
• Use a two-step opt-in process
• Conduct email audits on a monthly basis

1. Register Sub-domains and Prime Your IPs

One of an ISP’s main duties is to protect its customers from spam. Marketers must first convince ISPs that their brand is trustworthy and valid enough to be allowed into inboxes rather than spam folders.

Warming up your brand’s IPs and subdomains can help improve email deliverability. Send small batches of emails to addresses you know belong to your most engaged users to help build trust with ISPs. As these emails are opened and engaged, the ISP’s trust in your IP address and domain grows. Your email list will grow larger as you run more campaigns and increase the number of emails in each batch.

You can also create a subdomain for marketing emails. While this isn’t the best solution for everyone, it can help build trust in a subdomain. While a marketing subdomain may improve overall email delivery, the real benefit is domain-specific reputation monitoring.

2. Keep an eye on your sender’s reputation

If your emails aren’t getting delivered, it’s likely that you have a poor sender score. Most ISPs will automatically reject emails from senders who have a low sender score. A poor sender score is the most common reason for your emails not being delivered. Any emails that score below a specific threshold are immediately rejected by ISPs.

Sender scores, often known as email reputation, range from one to one hundred. It’s better if you get a high score. It’s critical to maintain track of your results. There are a number of free programs available to assist you keep track of your score on a monthly basis.

3. Keep an eye on your feedback loops

Email Feedback Loops (FBL) is a dedicated service provided by some of the major ISPs that reports complaints to senders. Senders can use this service to maintain their email lists clean. The major goal of the Feedback Loops is to assist senders in listening to their subscribers and taking appropriate measures, such as removing them from an email list.

4. Use a two-step opt-in process

Before emailing someone, you must seek their consent under the CAN-SPAM Act. A user must complete the form and check the box in the email double opt-in procedure, just as they would in the single opt-in process, but they must also click a confirmation link or button provided to their email address.

5. Conduct email audits on a monthly basis

An email deliverability audit, performed periodically, can help you improve the performance of your email marketing initiatives.

Conducting an email audit on a monthly or quarterly basis guarantees that you don’t send emails to people who don’t exist, which can increase your bounce rate and harm your sender reputation. Inactive users can also have a detrimental impact, however it isn’t as fatal.

If you don’t have time to do the audits yourself, a hired service can assist you.