Best Practices For Maximizing Email Delivery Rate


By Julia Gulevich


According to Emaillabs 2006 audit of best practices, most email marketers follow two of the best practices mentioned. However, they missed many of the best practices that maximize email deliverability rates. Deliverability was defined as an email message in the inbox with all the images intact and complying with CAN-SPAM provisions.

A Cent Percent Inclusion Of The Unsubscribe Link

All the 203 marketing messages surveyed included the unsubscribe link. This is an essential in email marketing. By giving the subscriber the option to unsubscribe easily through a link in the email you are winning their trust and proving not to be a bother. Instead of reporting your mail as spam, all subscribers must do is unsubscribe from your list.

Posting Companies Street Addresses

CAN-SPAM requires that all email marketers post their companies street addresses in their mails. 91 percent of companies surveyed did this. It is one essential to mail not being declared as spam and to maximize email delivery rate.

Let us study some of the best practices to maximize email delivery rate that are not being used.

Ask the subscribers to add you to their whitelist or address book

Email clients generally do not block whitelisted emails and also display them properly.

Provide a link to where the message is archived on a website

More email readers are likely to read messages on a website before whitelisting your emails. An added benefit is that you can track clicks on your website to see who opens your emails in addition to notoriously unreliable click-through rates.

Provide A Feedback Email Address Or Another Contact

Many e-marketers in their race to maximize email delivery rate do not provide a feedback email or another contact. Such marketing messages are often seen in a poor light and are blacklisted or relegated to the junk folder.

It is also essential to provide an update profile or email address functionality, since 30 percent of subscribers are estimated to change their preferred email address annually.

Design Your Email For The Preview Pane Or Blocked Images

This is essential, since more and more email clients are allowing preview pane functionality. To maximize email delivery rate, it should look good in the preview pane.

Include A Recognizable Email Address

This means that it should have the companies address as well as the purpose of the email somewhere in the email address.

Subject Line

A good email has a great subject line. This means that it is personalized. It contains a brand name as well as an enticement to open. A content description, a call to action and no spam elements combine to create a great subject line that works to maximize email delivery rate.

Email Administration Centre

One big essential is adding an email administration centre in the message. This includes receivers email, contact information, unsubscribe or update profile link as well as a link to the privacy policy.

Remember to keep the above practices in mind when you work to maximize email delivery rate. Do not ignore automated email replies. Do not use a small application to send volume email. Work hard to improve deliverability. Do not think of email campaigns as blasts. Confirm subscribes and unsubscribes. Respect email privacy. Include a text version of the promotional email which subscribers can opt for.

Remember by heeding these best practices of email marketing you can reach your target market and maximize email deliverability rates.


More Resources

Unable to open RSS Feed $XMLfilename with error HTTP ERROR: 404, exiting

More Email Marketing Information:

Related Articles


Five Profitable Ways To Use Your Follow Up Autoresponder
What? You are not using a Follow up Autoresponder? Then better be. If you are SERIOUS about increasing your subscriber database, you need Follow up autoresponders.
Achieve Success With Your Own Money - Making Newsletter
To be successful with a newsletter, you have to specialize and make it your own. Your best bet will be with new information on a subject not already covered by an established newsletter, or at least your interpretation of existing subject matter.
Email Scam Warnings
Most people online are very familiar with the Nigerian Email Letter Scams. They've victimized thousands over the years and continue to do so.
Email: When You Dont Get a Response
The lack of an email response is an issue I have grappled with many times especially since I rely on email as a primary means of communication rather than the phone because of my hearing loss.You email a client, follow up, and whatnot.
Learn The Five Key Steps To Getting Free Publicity For Your Internet Site and Products
1) Website FocusMake sure your site is focused on a specific category of products. I cannot stress this enough.
Top 3 Reasons Why RSS Is Better Than Email
Everyone is talking about RSS. Blogs, newsites and the like are putting those little orange RSS link thingies all over their sites.
Guideline to Hiring an Email Marketing Company
A common practice in today's e-commerce environment is to use email marketing campaigns to launch advertising initiatives for products and services offered online. Since 2003, CAN-SPAM laws were enacted to protect consumers from abusive spammers and email marketing exploits have been harnessed.
Viral Marketing with Your Signature File
Computer viruses are usually a bad thing. They can compromise your security, delete necessary files, and give your PC trouble.
Persistence, Patience, Dedication - The Nick Martin Interview
Name: Nicholas John Martin aka Nick MartinAge: 24Residence: Copenhagen, Denmark (Europe)Business name: LifeStyleNetworkerBusiness address: http://www.LifeStyleNetworker.
4 Time-Saving E-Mail Tips!
E-Mail is still the most widely used Internet tool available today. Virtually everyone who has Internet access has an email account, and for the Internet Marketer this opens up a huge possibility for more business.
Organizing Your Mailing Lists For Your Email Promotions
With all the safelists and different methods for using them, it can get hectic trying to come up with a good way to post to them. Most of all, it is important to remember if you did post to them.
Building Relationships Takes Time: Overcoming the Overnight Surge Urge
Whenever we talk to a new or a "we hope to land soon" client, we are careful to stress the relational aspect of newsletter marketing. In fact, we go lengths to tell people that it takes time to build a list, time to develop trust, and time for people to feel comfortable enough to make the contact to initiate a purchase.
Email Etiquette III
Further to my previous issues this subject continues - part III.This month I'll share on Topic Changes and Read Receipts.
10 Tips for Effective Email Sales Letters
1. Write Your Objective - Before you write your sales letter, write down your marketing objective.
11 Extraordinary Ways To Expand Your Subscriber List
Here are 11 ways to expand your subscriber list: 1. Use a conversational writing tone.
You Must Build A Customer List
If you run (or plan to run) an online business, it's especially important that you maintain and add to a customer/prospect list. Unlike a store-front business, which can draw on pedestrian traffic, you're only location is cyberspace.
Email Etiquette V
Further to my previous issues this subject continues - as per request from a reader.This month I'll share on Setting up Mail groups and creating signatures for your email.
Are Opt-in Email Lists Still Valuable in this SPAM Age?
One of the things that the introduction of blogs has done is to cause an exodus of sorts from email newsletters or ezines to online publishers simply publishing the information on their blogs.It is not too difficult to realize why online publishers embraced blogs so quickly and enthusiastically.
Use the "Reply All" Function in Email Judiciously
Type "email etiquette" into the search bar of any popular search engine and you'll get over one million hits. Because email is used so broadly, it poses certain problems for the professional who is attempting to communicate well.
One of the Best Ways to Cultivate New Business and Save Hours of Time is to Use an Autoresponder
An autoresponder gives you the ability to send messages effortlessly for months on end. So if you captured an email address six months ago, your autoresponder can repeatedly contact that person to offer your product or service.