Your business relies on email. If it’s not making it to the inbox, what’s the point? Deliverability starts with a great relationship between you and your email service provider (ESP). Deliverability is the art of getting an email to the recipient’s inbox. To help, here are four rules for any great email delivery program.
1. Maintain a healthy IP. Send from dedicated or shared IP addresses. When sending through a shared pool, you get to leverage the sending reputation of the other senders. The downside is if somebody makes a mistake, it affects everyone in the pool. This is ideal for those who send small volumes or send inconsistently. The opposite is true for Dedicated IPs.
2. List maintenance is key. Removing hard bounces, soft bounces, unsubscribes and complaints will boost your sender reputation and help you avoid the spam folder.
3. Setting a schedule to remove unengaged users will prove that you’re a good sender. Internet service providers (ISPs) want to see high open rates. To accomplish this, send highly relevant, engaging content, and start with a great subject line.
4. Authentication is a must, not an afterthought. DKIM and SPF should be set up prior to any mail sends. If your brand is at risk of a phishing attack, talk to your ESP about domain-based message authentication, reporting and conformance (DMARC).