Email marketing has become a crucial aspect for businesses in today’s digital era. But it’s not just about crafting the perfect email and hitting the send button. The success of email marketing depends largely on the deliverability of email messages.

Simply put, this means that the email can successfully land in the recipient’s inbox rather than being filtered as spam or bounced. As more and more emails are sent every day, it becomes more and more difficult for businesses to reach their target audience via email. To make sure your email marketing efforts don’t go to waste, here are some effective strategies to improve email deliverability.

1. Create a clean and segmented email list: The basis for effective email deliverability is a clear and engaged email list. It is important to clean and maintain your email list regularly to avoid sending emails to invalid or inactive email addresses. This not only improves deliverability, but also saves time and resources. Additionally, by segmenting your email list based on demographics, behaviors, or interests, you can personalize your emails and send targeted content, resulting in higher engagement and less risk of ending up in the spam folder.

2. Keep your subscribers engaged: Internet service providers (ISPs) take the engagement rate of your emails into account when deciding whether to send your email to the recipient’s inbox. Low engagement can be a red flag to ISPs and cause them to filter your emails as spam. To avoid this, send your subscribers engaging and relevant content regularly. Also provide subscribers with clear and visible unsubscribe options, as it’s better to have fewer engaged subscribers than a large number of inactive subscribers.

3. Maintain a good sender reputation: ISPs log your email sending behavior and assign you a sender reputation score based on factors such as email volume, frequency, and subscriber engagement. A good sender reputation increases the likelihood of your email being delivered to your inbox. To maintain a positive sender reputation, avoid sending too many emails at once or to uninterested subscribers, and regularly monitor your email metrics.

4. Use an email authentication service: Email authentication allows you to verify that the sender is who they say they are, making your email more trustworthy. Two commonly used authentication services are Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM). SPF verifies that the sender’s IP address is authorized to send email from a specific domain, while DKIM ensures that the received email is unchanged and comes from a specific domain.