Email Marketing- 5 easy ways to improve your email campaigns deliverability in-house

1. Authenticate your domain name and IP address.
It is highly beneficial to register your domain name and IP address with one or more email authentication technologies such as Sender Policy Framework (SPF) and Sender ID. This will help to avoid the problem of spoofing and phishing, ensuring that recipients can be certain that the email has actually been sent by the sender it purports to be.

2. Monitor your complaint rate Even small numbers of complaints might cause you deliverability problems. For clarity, a complaint is an instance of a recipient actioning their “Mark as Junk” or “This is Spam” buttons, which are immediately fed back to the host Internet Service Provider (ISP) and can result in blocking decisions. This can be avoided through participation in the feedback loop programs that most of the major ISPs offer.

3. Keep an eye on your email programme performance.
Make sure, you are monitoring your Inbox Delivery rate, Sender Reputation score and other metrics that measure your overall email performance. You won’t typically need much more than your IP address to obtain this information, which provides crucial insights into why your email broadcasting is successful (or not!).

4. Join Whitelisting and Accreditation Programmes.
Whitelists and accreditation programmes will help emails to bypass spam filters so that they deliver directly to the inbox. These programs operate by demonstrating adherence to email practices, which is then rewarded in the form of preferential treatment by the major ISPs, increasing inbox delivery rates, and impacting positively on your sender reputation.

5. Validate your email content against spam filters.
Many emails inadvertently contain elements that will act as triggers to one or more of the principal spam filters. It is always a good idea to check your copy, using a reputable content validation tool, before you send the campaign. In this way you can be proactive in addressing potential triggers that would otherwise result in a significant portion of your campaign being blocked.

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