Email remains one of the most impactful channels for customer engagement, especially when used as part of a cross-channel strategy. Yet, the effectiveness of email marketing hinges on a critical factor: deliverability. No matter how compelling or personalised your content is, it’s all for naught if your message doesn't land in the recipient’s inbox.
Navigating the evolving landscape of email deliverability
As mailbox providers (like Gmail, Yahoo, and Microsoft) enhance their abilities to filter spam and thwart phishing attempts, legitimate marketers face increasing challenges. Last year’s Yahoo and Gmail update requirements have now formalised many long-held best practices as must-haves. With growing email volumes, achieving prime inbox placement necessitates both technical know-how and a strategic approach. Here are some insights to help you refine your strategy:
1. Optimise for mobile efficiency
In the era where mobile reigns supreme, your emails need to dress to impress on every screen size. Keep those subject lines snappy and turn your call-to-action buttons into tantalising taps. Let's ensure every scroll is a seamless delight, sending positive vibes to mailbox providers and boosting your deliverability.
2. Email authentication is key
Think of authentication as your email's secret handshake. Gmail, Yahoo, and friends are serious about security, needing protocols like SPF, DKIM, and DMARC. Without these, your emails risk moving into the dreaded spam folder. With Pendula handling essentials like SPF and DKIM, you're well on your way to inbox success—but we also recommend implementing DMARC to complete your setup!
3. Gaining consent: Permission-based marketing
Who needs a legal headache, right? Get that golden ticket – permission! Inbox placement is all about engagement, not just compliance. By using confirmed opt-in and offering preference centres, you’re making sure only engaged users are receiving your emails. A happy inbox means a happier you!
4. Enhance your audience engagement
Every click is a cheer from your audience, sending good vibes and positive signals to mailbox providers. Ensure your content gets clicks, opens the improve your deliverability.
And for those not engaging? Then it's probably time for a re-engagement campaign for those sleepy subscribers who took a break (think over a year of no engagement). Wake them up snazzy offers and the latest deals, because their clicks fuel your deliverability ratings! And if that doesn’t work, check out step 6!
5. Monitor and adjust regularly
Deliverability isn't a "set and forget" gig—it’s an ongoing journey! Keeping tabs on open rates and unsubscribes helps you steer clear of spam nightmares down the road. Notice a dip in clicks or a rise in complaints? Don't fear the pivot; embrace it! Flexibility is your email’s best friend.
6. Sunset your unengaged audience
Not every subscriber is destined for lifelong loyalty, and that’s perfectly okay. Instead of letting unengaged users drain your sender reputation, give them a gracious send-off. "Sunsetting" helps protect your sender reputation while focusing your energies on those who still wear the fan badge proudly.
Prioritise deliverability to unlock email’s full potential with Pendula
Email is a powerful tool in customer engagement, but evolving deliverability demands require a strategic and proactive approach. Failing to address these requirements can lead to compelling campaigns landing in spam. By focusing on engagement, relevance, and trust, marketers can build a foundation for sustainable success with their email strategies.
Explore our latest success stories to see how today’s brands are thriving with their customer engagement strategies. And if you’re interested in learning more about Pendula's email deliverability services - reach out to us today.
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