Improving deliverability, open rates and click through rates Follow

We love to provide assistance and educate our customers on how to improve their deliverability, open and click through rates. Read on for some handy hints and tips to improving your statistics.

When it comes to maximising your deliverability and open statistics you should look at the email from two perspectives; technical and human. Technical factors, such as how spam filters will handle your email or the reputation of the sending mail server, affects the 'deliverability' of your email.  Good deliverability means your emails are accepted by the recipient mail server, passes the spam filters and arrives in the recipients inbox. Good deliverability increases the amount of potential opens and click-throughs, as more people will see your email arrive and potentially check it out. Human factors, such as email design, choice of wording, brand recognition and client engagement primarily affect open and click through rates.

Technical Factors:

Technical factors affect email deliverability.  Examples of technical factors are the reputation of the sending mail server and how spam filters are going to treat your email.

Spam Filters

Spam filters primarily look at the message content and who is sending the email.

Spam filters look through the message content for traits that are common in unsolicited emails.  Example of common things that negatively affect deliverability are; certain key words (win, free, 100%, save money, etc.), low text to image ratio (e.g. if your email is one big image), non-standard code (JavaScript etc.), large text, reputation of domains referenced in the e-mail and more.

You can find out how spam filters will treat your email by using the recommended or all email clients email testing feature in the system.  This will let you know how several common spam filters will 'score' your message. 

Spam filters may also check for who is sending the message.  Mail servers/senders that send out lots of legitimate email have a good reputation.  Our deliverability team handles most of these 'back end' details for you, so you don't have to worry about it. If you do have any problems with deliverability, it is often best to log a ticket directly with our support team who can assist you with your specific enquiry.

Recipient mail server set-up

Sometimes, no matter what you do, your recipient might just have very strict mail server restrictions which will only allow authorised senders email for delivery. In these instances, please contact us so that we can provide you with some information to send to the recipients IT team. If you have a good relationship with your client, you can also ask them to add your email address that you use for sending to their safe sender contact list in their email client. This may be enough to resolve the issue. It's often a good idea to add a line into your welcome emails about adding your sender email address to the recipients contact list.

Human factors/variables:

Once an email arrives in a recipient's inbox, the recipient will often first see the subject line and who the email is from.  If it captivates them and they know the sender, they will click on the email and look at it.  A recipient may then glance over the content and email design before reading it.  If it doesn't captivate them they may not read the message in detail and subsequently not click on any links either. Therefore, engaging and captivating your recipients is the key to increasing your open and click through rates.

For every email you send, look at your email from a recipient's point of view. Does the subject captivate you? If you click on the email does the email look interesting enough to read it?

Here are a few factors to consider :

  1. Email design: Does your email look interesting and fun or a little bit on the plain side? You might like to consider using one of our nicely designed email templates, or if you are looking for something more customised, contracting an external email designer.
  2. Presentation of Content: Is the information that you presenting to your recipients done in an interesting and exciting way? Is everything relevant and necessary? If your email looks a bit lengthy, you might like to take advantage of some 'read more' links, and just use some captivating intro text from your articles to capture your readers interest.
  3. Time frame between emails: There is a middle ground between sending your email to recipients too often and sending them emails too rarely. You might like to consider, upon subscription, asking how often your recipients would like to receive emails from you. If you do collect this information, just make sure that you adhere to their wishes.
  4. First impressions: What is the first impression a subscriber would have of your email campaign? You might consider setting up a fun 'thank you for subscribing' autoresponder email.  If you have a double opt-in set up, look at your confirmation email and make sure recipients will want to confirm their subscription when they receive the email. Offering an incentive for confirming their email (such as receiving a discount voucher) may help to improve your confirmation and subscribe rates.
  5. Value for your recipients: Recipients won't open your emails every time if they aren't getting any value from reading your messages.  Give your recipients something of value in your email communications and they will keep coming back. Some idea's for adding value are; offering whitepapers on topics that your company specialises in, holding a free event or webinar, and providing discount vouchers or 'free shipping' offers.
  6. Client engagement: Marketing should be as close to a one to one dialogue as possible.  Make your recipients look forward to your emails and WANT to open them.
  7. Reports: If you keep a clean list by implementing a double opt-in subscribe process, you will very likely get a higher 'click through' and 'open' percentage because you are sending out email only to those people who are interested enough to 'double opt-in'/ confirm their subscription. Another good idea is cleaning your list of bounces and contacts who haven't opened your last few emails. For those contacts who aren't opening, you might want to send out a small campaign to see if you can re-engage them. A good idea is to ask them if they want to receive fewer emails from you and give them a chance to provide feedback on why they might not be engaging.

If you have a question which hasn't been answered here, please let us know so that we can assist you further. We would love to help!

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