Hey there Janette Degrazio here, from the MAP division, and I’ve been around the block with email marketing and automation. I’m thrilled to dive deep into the world of MSP marketing and email deliverability.
Email deliverability is the bedrock of your communication strategy. It’s not just about your email being sent; it’s about it landing right in the inbox, not getting sidetracked into the spam folder or lost in the cyber void. It’s about making that connection, ensuring your message not only takes off but also lands perfectly.
The Misconception: It’s Not Just About The Email Service Providers
It’s a hard truth, but email deliverability isn’t guaranteed, much like the US Post Office. A common misconception is that it’s all on your email service providers like Keap, MailChimp, or HubSpot. Nope, it falls squarely on you. But here’s the good news: you can build a stellar reputation as an email sender, and Google even says it’s one of the most critical steps for improving your deliverability.
The 7 Red Flags: What the Spam Police Are Watching
1. Lack of Proper Authentication
In my time, I’ve seen many well-intentioned emails get lost in the abyss of spam folders. The usual culprit? Lack of proper authentication. Imagine sending a package without a return address. That’s what it’s like when you skip setting up DKIM, SPF, and DMARC. These are your email’s credentials, it’s proof of identity. Without them, email providers are like skeptical bouncers at the club door, turning away your message before it even gets a chance to mingle.
2. Sending To Invalid Recipients
Sending emails to invalid addresses isn’t just futile; it damages your reputation with email networks. Each bounce is a mark against your sender credibility. It’s essential to maintain a list as pristine as a Michelin-star restaurant’s guest list – exclusive, updated, and highly valued.
3. Erratic Sending Patterns
Spammers are creatures of chaos, sending emails in erratic bursts. If your sending pattern mimics this, you’re wearing a disguise you don’t want. Set a rhythm to your emails. Whether it’s a weekly newsletter or a monthly product update, a regular cadence is a sign of reliability. It tells email providers and recipients alike that you’re a consistent presence, not a random interloper.
4. Not Using Double Opt-Ins
Engaging in email communication without a double opt-in is like entering someone’s home without knocking – it’s intrusive and frowned upon. Double opt-ins are not just a courtesy; they’re a cornerstone of building a solid, engaged list. When someone opts in twice, they’re not just giving you their address; they’re inviting you into their digital space, respecting that privilege is paramount.
5. Neglecting Segmentation and Targeted Messaging
“One size fits all” is a myth in the realm of effective emailing. Not segmenting your audience or sending generic messages is a red flag because it shows a lack of understanding and respect for your recipient’s needs and preferences. Tailoring your messages to specific segments is like being a maestro, each note carefully chosen to resonate with the right audience.
6. Poor Email Formatting and Content
Emails bursting with images, flashy fonts, and an overload of links scream ‘spam’ louder than a fire alarm. “Keep it clean, keep it professional,” is a mantra I live by. Your emails should resemble a well-tailored suit – sleek, professional, and fitting each recipient perfectly. Remember, an email is a conversation, not a carnival.
7. Ignoring Recipient Engagement
Sending emails to a disengaged audience is akin to talking to a brick wall. It’s not just ineffective; it’s counterproductive. Monitor, engage, and clean your list regularly. Recognize when it’s time to say goodbye to unresponsive contacts. Your email list is a garden – nurture the plants that thrive, and don’t hesitate to pull out the weeds.
Implementing these golden rules isn’t just about avoiding the spam folder. It’s about respecting your audience, delivering value, and building lasting relationships. You have the power to make every email count so use it wisely and watch your businesses thrive!
