Three Ways to Make Your Emails More Effective


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The most profitable email marketing campaigns succeed because of effective emails. Compelling copy and design that’s pleasing to the eye matter to every recipient. But experienced email marketers know that an invisible factor directly affects email ROI: email deliverability. Let’s take a look at how we can boost email deliverability so you can make email more effective for your business.

What is email deliverability?

Email deliverability is not to be confused with email delivery. So, what is email delivery? When you send an email, it’s considered technically delivered if it lands anywhere – even the spam folder. But how effective can your emails be in the junk folder?

The metric that matters much more is email deliverability: that’s the rate at which emails reach the inbox. The inbox is your real target because that’s where you can build genuine relationships with your prospects.

Email effectiveness depends on email deliverability

If there’s any facet of email marketing where you’re lacking, get some assistance or work on improvement. You can outsource or get help from someone else on your team to enhance your copy and design.

However, you’ll never reach your full ROI potential if you don’t keep an eye on and work to increase your email deliverability.

Let’s look at three ways you can improve email deliverability.

Start with a genuine email list

Like a building, email marketing needs a sturdy foundation. The foundation of good email marketing is the real people on your list.

Your subscribers have to be people who were interested enough to sign up. That means buying a list is out – it’s unlikely an email list loaded with unconsenting people is going to respond positively. All they see is an email from a company they don’t know and didn’t subscribe to. Secondly, many of those people will hit the spam button, and rightfully so.

The answer is to practice permission marketing. Never send emails to people who haven’t expressly given permission. This means they should be the ones to input their email address.

Additionally, it’s best to use double opt-in when you build your database. This means that after subscribing, an automated email is generated. To confirm their genuine interest, new subscribers click a unique link verifying their interest in hearing from you. Your email marketing is only a s good as your list, which brings us to our next point.

Practice routine email hygiene

Nothing of value stays that way without periodic maintenance. Look at your email list as a valuable digital asset. It needs some effort on your part to keep data from decaying.

“No less than quarterly, your entire email list needs a good scrub,” said Brian Minick of ZeroBounce. The email expert went on: “Upload the email database to an email validation service. The email verification software will identify any obsolete or potentially harmful email addresses.”

Everything from spam traps to known complainers can cause your email deliverability to falter. Regular removal of the bad contacts will help your deliverability which is the only way you can obtain and keep the ROI you seek.

You can also stop bad data at the source. Setting up an email validation API on all forms that ask for an email address is easy. Connecting an email validation API will serve as a sealant to keep those risky or useless emails away.

Pay attention to email security

As email became more prevalent, big players like Yahoo and Gmail raised email security standards. 2024 saw stricter email authentication rules. When people send marketing emails, there are heightened security protocols to follow.

So, if you send mass emails, remember to use a DMARC monitor to ensure your domain is protected from spoofing attacks. Email authentication verifies your identity as a sender and is critical to getting your emails in the inbox.

DMARC stands for “Domain-Based Messaging Authentication, Reporting and Conformance.” It’s an authentication method that ensures no impersonators can access and send emails using your domain.

Your email list will enjoy greater deliverability and ROI

People get so many emails. If you’re like most people, that means more than ten dozen daily. You’re likely to be less responsive when you don’t care so much about a certain email newsletter. Now think about the emails you get that have meaning or actually help make your life easier or better. You open them, don’t you?

So that’s the ultimate question. Why would someone open your emails? Start thinking of that question throughout every stage in the creation process. It’s the audience that is your boss. They fire you by indifference or worse.

Flip that on its head. Make emails that you think will excite your audience. When you apply creativity and utility and follow the tips above, your emails will have a leg up over many of the senders you’re competing with. The inbox boils down to being a competition of time and attention. How do you capture both?

Liviu Tanase
Liviu Tanase is the founder and CEO of email validation, deliverability, and email finding company ZeroBounce. As a serial entrepreneur, he founded five companies and has participated in three exits creating quadruple-digit returns. Liviu writes about digital marketing and technology, focusing on email communication. His goal is to help make email marketing work for your business.


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