Ensuring Email Deliverability

Email deliverability is crucial. After numerous hours creating an email campaign, newsletter, or blog post the last thing that you want to think about is whether or not your email gets delivered. This is not part of the glitz and glamour of sending content to large audience, but honestly, it's the best part about sharing your creation or curation with a community of people that want genuinely want to hear your opinion.

I'm going to lay out a few tips, tricks, and tactics to help guide you through increasing email deliverability, because after all, open rates, click rates, and engagement rates stem from receiving the email.

"16% of permissions-based emails never make it to the inbox—and those businesses are leaving money on the table. If your emails don’t even make it to the inbox, it means wasted time, wasted resources, and zero results. - Litmus"

Curators, newsletters, and companies should be going through their routine spam filter test before sending out emails which fully impacts subscribers and growth. I reviewed a couple of support threads and here's what I gathered: 

  1. Let your provider know that you are there...
    If you have a gmail account or sending through another email, it's important to register your email with G-Suite. If your email is registered, you'll be able to dodge the spam folder.
  2. Cap the emails to once per day...
    GMAIL limits your email's sending rate, I mean chances are you are sending daily, weekly, or monthly email, but for those of you are sending more than one email a day, let's try and refrain from that...shall we? If you want to learn more, Gmail provides you with proper guidelines to help.
  3. Don't feel bad to say bye...
    GMAIL checks your bounces so make sure to delete anyone from your subscriber list that have bounced along with those who just are not opening your emails. Yes, your subscriber list may decrease a bit, but they aren't getting the message any way so better save the message for those who really want it. Google

    Tip 1: A really helpful tool to check your reputation score is called PostMaster or if your domain is not registered with google, try Sender Score or MailTester.com. A great sender score is above 80, good is between 70-80, and if you have a score below 70, we got to do something to repair the damages.

    Tip 2: Have a "unsubscribe" button in every email. If you are unsure how to create one, see below:

    List Unsubscribe
  4. One person, one IP Address

    Let's say you are opening up a new account and have tried MailChimp, Convertkit,
    ally, send all messages from the same IP address. If you must send from multiple IP addresses, use different IP addresses for different types of messages. For example, use one IP address for sending account notifications and a different IP address for sending promotional messages." - Google
  5. Authenticate, Authenticate, Authenticate

    Turn on DKIM [DomainKeys Identified Mail] signing for your messages. Receiving servers use DKIM to verify that the domain owner actually sent the message.

    **Important: Gmail requires a DKIM key of 1024 bits or longer.

    SPF [sender policy framework] prevents spammers from sending unauthorized messages from your domain.

    Checking SPF
    Step 1: Go to lookup.icann.org.
    Step 2: In the search field, enter your domain name and click Lookup.
    Step 3: In the results page, scroll down to Registrar Information. The registrar is usually your domain host.
    Step 4: Create Your SPF Record
    Step 5: Enable SPF for your domain
    Step 6: Check G Suite Toolbox
  6. Check Your TLS
    Make sure your TLS is greater than 1.2 (Google's Requirement)
    You could check it here: https://www.checktls.com/TestReceiver
  7. Check your DMARC
    DMARC protects the owner of the domain from spoofing, and proves that you are in fact the owner of that domain. Here is a great example of DMARC that explains its necessity.

Other tricks to improve one’s deliverability is to regularly clean your mailing list of anybody that doesn’t engage wit your content, for example, let’s I sent somebody 10 issues of my newsletter, and they only opened 2 of the 10, then that is somebody that I’ll most likely remove.  A good way to get new subs to engage with my email/newsletter is by sending them a welcome email that asks to reply back. Here is an example that I use in my welcome email.

Usually this helps a lot with domain and IP reputation within Google postmaster and it’s a good way for me to connect with my audience on a personal level. If they have that sense of personal interaction with me, my subs will be more inclined to open my mail in the future, because I have interacted with them personally. - Nic from The Slice