When you think marketing, what do you think? Cool logos? Snazzy designs? Compelling copy? Killer offers?
Yes, all of those things are parts of marketing, the kinds of tangible eye candy you can see and react to. But when you’re in the world of email, there’s a hidden side of marketing, the “back end,” if you will. And it’s just as important to put in a stellar effort on the back end that no one sees as the front one that everyone does.
What is this mysterious back end, you ask? I’m talking about deliverability. As marketers, it’s easy to get focused on everything that happens up to the point of hitting Send. But to be effective email marketers, we have to make sure hitting Send gets our emails into as many inboxes as we can. And that requires having your ducks in a row as much as it requires that killer offer.
The Seven Ducks of Deliverability
- A DMARC policy
Are you who you say you are? A DMARC policy says so, and it’s a sound way to authenticate your email so that the major ISPs know your email is trustworthy and actually from you.
- A quality list
When building your email list, I can’t stress enough the importance of choosing quality over quantity. Remember: Your deliverability is will dramatically improved by emailing 1,000 people who want to hear from you vs. 10,000 people who don’t!
- A segmented list
And after you’ve built that quality list, you’re still going to have different customer types. Segment your lists so you’re emailing relevant content to targeted lists rather than generic content to everybody, because it’s the relevant content that engages that helps your deliverability. Your segmentation can be as basic as gender, or as sophisticated as you want with a relational database.
- A real From name
The From name that appears on your emails might seem a trivial matter, but here’s how it matters to deliverability: You need engagement to get deliverability. Engagement can’t happen unless an email is opened. Factors that get people to open emails include the From name and the subject line. So use a real name for your From name or one that is at least intriguing.
- A compelling subject line
Speaking of subject lines, to follow up on the From advice above, your subject line also plays a role in deliverability for the same reasons (need the open to get the engagement to get the deliverability). Spend some serious time on the subject lines, and run some A/B split tests to refine them.
- A responsive design
Depending on which study you turn to, mobile open rates are around 50%, with some studies citing them slightly higher and some lower. Still, about 50% is a significant number, and one that must be taken into account. Here’s why responsive design matters to deliverability: If your emails aren’t opened and engaged with, the major ISPs start to assume that the recipient doesn’t want to here from you and your emails become a.k.a. spam. Using responsive design means improving the chances of someone engaging with your email when it’s opened on a mobile device.
- A reason to engage
Finally, after you have all of the first six deliverability ducks in a row, you must give people a reason to engage. Sure, you can have your DMARC policy, your segmented lists and a responsive design template, but if your subject line is promising something your email doesn’t deliver, you’re not going to get the engagement. The major ISPs have differing definitions of engagement, and you should familiarize yourself with them. But it’s not rocket science. In fact, it’s really pretty basic stuff: Deliver awesome content to people who want to get it in a way they can easily access and engagement just comes naturally.
And make sure you have a cool logo too.