When it comes to email marketing, no one is an island. Poor deliverability is a common problem among marketers, especially
those who are just getting started. Your emails might go into the Trash before the recipients even have a chance to open them. Or,
they might get queued up but never reach their audience. Whether you’re a seasoned marketer or this is your first
step, you need to understand what is sabotaging your emails and how to fix it. Let’s explore.
Why Is Email Deliverability So Important?
When someone emails you, they expect a certain level of deliverability. In other words, they expect the email to arrive
unobstructed in their inbox. If you’re delivering emails that are getting flagged as spam, you could be putting your
audience’s trust at risk by sending them unauthentic emails.
Poor email deliverability is also holding you back from growing your email list. According to HubSpot Blogs research,
66% of respondents cited email deliverability issues as their number one reason for unsubscribing from an email list. And,
if you’re not seeing the responses you want, it could be causing you to lose followers on social media.
What Are Some Common Causes Of Email Delivery Issues?
There are several common causes of poor email deliverability, including
- Sending too much content in the email
- Overusing marketing terms (e.g., “click here” or “read more”)
- Lacking a compelling subject line
- Failing to properly optimize images
- Sending emails at the wrong time,
Each of these issues can be prevented with a little bit of effort. Here’s how:
1. Send Just What The Recipient Needs
You might be tempted to send your entire pitch deck along with your email. But, unless the recipient is a key stakeholder in
your organization, you might want to refrain from doing so.
According to HubSpot Blogs research, 55% of respondents said they would prefer to receive just the essentials in an email. So,
if you’re sending a long and detailed email with a lot of content, it might be tempting to hit “send” before you’ve addressed all the
reasons why the recipient should care about your offer. But, by removing some of the content, you’ll give the email
a better chance at being delivered.
2. Focus On Building A Trusted Brand
In his article, How to Become the Most Respected Brand In Your Industry, Börnch explains
that your brand is something that consumers trust. When someone decides to do business with you, they are making a
personal decision based on your reputation. When they do business with you, they are giving you their trust. If your
brand is not trusted, then you can bet that you won’t be able to drive business.
To build a trusted brand, Börnch suggests taking the following steps:
- Establish your expertise by regularly engaging with customers via
blogs, social media, and infographics
- Prove that you are a thought leader in your niche by
establishing yourself as an expert in the field
- Surface your industry’s best practices
and tools via case studies, white papers, and webinars
- Measure the success of your
marketing efforts by developing metrics to track activity, leads, and ROI
- Put your best foot forward by
establishing a consistent voice and brand style throughout your organization (i.e., hiring a marketing
consultant to help you develop a comprehensive strategy)
If you’re looking for an email marketing software that can help you create brand awareness and increase engagement,
try AWeber. With AWeber, you can manage all of your email marketing campaigns from one place. So, if you’re looking to
take your business to the next level, consider investing in email marketing software that can help you automate the
process. Remember, it’s always better to be safe than sorry when it comes to sending out emails. And, if you want to
ensure that your emails land in your audience’s inboxes, you might want to consider using a different email provider.
How To Fix Email Deliverability Issues
Once you’ve identified the source of your email issues, you can work to fix them. Here are some suggestions:
First, look for patterns in the types of emails that are getting flagged as spam. This can help you identify the
root of the problem. Once you’ve found the source, you can work to prevent it in the future. You can also reach out to the
company that’s flagging your emails and ask them for help. In some cases, you might need to take the issue to
court. And, if none of these suggestions work, it might be time to reconsider your email marketing strategy.
Reduce The Number Of Emails You’re Sending
If you’re finding that your email campaigns are getting flagged as spam, it might be because you’re sending too many emails.
According to HubSpot Blogs research, 55% of business owners said they would rather receive fewer emails from brands, but more
personal emails from family and friends. So, if you’re sending a lot of emails, try to reduce the number you’re
sending out. Maybe, send out one email every two weeks, or once a week.
In addition to reducing the number of emails you’re sending, you can also try sending them out at a different time.
According to HubSpot Blogs research, 18% of respondents said they would prefer to receive their emails at night, while 28% preferred to receive
them in the morning. So, if you’re finding that your emails are not reaching their audience, you might want to consider
sending them out at a different time.
Subject Line Is Everything
The subject line of your email is one of the most important factors in getting your email opened by the
recipient. According to HubSpot Blogs research, 18% of respondents said they would read an email with a compelling subject
line above all else. So, make sure to put a lot of effort into your subject line, and don’t just throw together a random combination
To create a compelling subject line, you might want to try using keywords or phrases that trigger your audience’s
interest. And, for example, if you’re writing an email to sell a product, your subject line might include
something like, “High-quality, handmade purses at affordable prices.”
The subject line of your email is also the place where you can add a little personality. So, if you’re finding that your
emails are getting flagged as spam, you might want to add a little something funny or quirky to grab the reader’s
attention. Or, you can even create a brand for yourself and add it to the subject line as a way to establish
The best way to ensure your emails get delivered is to test them out on a few friends or family members. This way, you’ll
have some proof that the message has gotten out there and that it is, in fact, legitimate. If you would like to test out
a new product or campaign, you can always ask family or friends to help verify its existence before going public. Or, you can
even do a little bit of both!
So, if you’re reading this and are looking for a reliable source of income, you might want to consider investing in an
email marketing software that can help you automate the process. And, if you want to build a trusted brand, you can start by
reducing the number of emails you’re sending out and putting a lot of effort into the subject line. With AWeber, it’s always
better to be safe than sorry when it comes to sending emails, and you can rest assured that your emails will reach