A successful email marketing campaign for e-commerce businesses involves a lot of planning. For instance, you need to write copy that will resonate with your readers, design eye-catching graphics, and figure out compelling calls to action and email subject lines.
But there’s one thing some marketers forget about – email deliverability.
You can write high-converting email copy, but if your intended recipients don’t receive it, then what’s the point? You’re literally going to get zero conversions, so it’s like you never sent the email in the first place.
In this article, we’ll discuss the best practices on how to improve email deliverability and get your emails sent straight to your subscribers’ inboxes!
Seeing a “message sent” notification is great, but did you know it’s not a guarantee that your recipients will receive it? Ensuring your email actually reaches your recipient’s inbox (and not the spam folder) is top priority when it comes to email marketing.
According to ReturnPath’s 2020 deliverability benchmark report, 1 out of every 6 emails didn’t reach the inbox; this is the global average. In percentage terms, 83% of emails made it to the recipient’s inbox, 7% were sent to spam, and 10% went missing. Might not sound too bad, but 100% is deliverability is ultimately better than 83%!
Follow these tips to increase deliverability and implement an effective email marketing strategy for your ecommerce business.
Compared to single opt-in where anyone giving you their email address is automatically subscribed to your list, the double opt-in process requires the potential subscriber to CONFIRM they really want to be on your list. They will need to click a confirmation link in their email before they make it to your list.
Here’s an example of a double opt-in email from ConvertKit asking me (a potential subscriber) to verify my email address:
This double opt-in process means:
Simplifying your opt-out process can help your subscribers easily find their way out if they no longer want to be on your mail list. Anti-spam regulations also require an unsubscribe link in marketing emails.
People unsubscribe for a variety of reasons, here are some of them:
Make it easy for people to unsubscribe from your list. Sure, you’ll lose a few of them from time to time, but they’re actually doing you a favor.
For instance, they won’t be marking your emails as spam. And your engagement rates will go up, which can improve email deliverability.
Truth be told, it’s easier to write a single email that goes out to all subscribers versus writing different emails per list. But dividing your list into smaller groups can help improve email deliverability. It can also spell the difference between the success and failure of your email marketing campaigns.
Here’s an infographic showing 12 different ways you can segment your email list:
Here are key benefits of segmenting your list:
In email marketing, the quality of subscribers matters more than the quantity. It’s better to have a small list with high engagement versus a huge list with minimal engagement. The latter can influence email deliverability as some people may end up marking your email as spam. Your email bounce rate may also increase, which of course, can also have an adverse effect on deliverability.
So, how often should you clean your list? That really depends on you, but for starters, you can prune your list maybe every 3-6 months. Remove anyone who hasn’t opened your emails within this period.
You don’t want to be sending marketing emails using a free email account.
First of all, it doesn’t look professional and doesn’t inspire a lot of trust and confidence in your business.
Second, free email accounts such as Gmail, Hotmail, and Yahoo are meant for personal use, not bulk commercial use. Sending options are limited. Plus, these services are strict when it comes to spam, so your marketing emails are most likely never going to see your recipient’s inbox.
Fortunately, a custom domain name is relatively inexpensive, and it already includes custom email accounts. You will need to tweak settings in your hosting account so you can set up email authentication records such as SPF and DKIM.
SPF stands for sender policy framework, while DKIM stands for Domain Keys Identified Email. Both help improve your email deliverability rates.
If you’re using Blue Odin to send marketing emails, here’s how to add SPF and DKIM records to your web hosting account.
Your subscribers have given you permission to email them, but that doesn’t mean you should abuse that privilege. By abuse, I mean constantly bombarding them with sales emails and providing them zero value.
Even if people are interested in doing business with you, if you overdo your campaigns, they will eventually unsubscribe. Or worse, report you for spamming, which as you’ve learned by now, will tank your deliverability.
As to how often you should send emails, it really depends on the nature of your business as well. For some, a once-weekly email is acceptable. For others, 2-3 messages a month may be more to their audience’s liking. Whatever the frequency is, always remember to give lots of value in every single email you send out!
Improving your email deliverability can significantly impact your ecommerce store’s bottomline. Implement the tips we’ve shared in this article and watch your open rates, email engagement, and sales skyrocket!