Best Practices for Email Deliverability in AWE

Best Practices for Email Deliverability

In the evolving landscape of email marketing, ensuring your messages reach the intended audience requires a careful approach to content, links, and email list management. This guide presents essential best practices to enhance deliverability by avoiding spam triggers, optimizing email hygiene, and maintaining a trusted sender reputation.  

1. Content in Email Body:
   • Avoid spammy language: Words and phrases like "free," "100% guarantee," "click here," and excessive use of exclamation marks can trigger spam filters. 
   • Generic emails with little personalization often end up in spam. Use your clients' names or relevant data to make the content feel tailored.
   • Maintain a good text-to-image ratio: Avoid sending image-only emails or those with too many images, as they can negatively impact deliverability.
2. URLs and Links:
   • Ensure all links lead to secure (HTTPS) pages.
   • Avoid URL shorteners: Some email providers associate URL shorteners (like bit.ly or tinyurl) with spam. Use full, recognizable links to increase trustworthiness.
   • Before including URLs, check if they are flagged on any domain blacklists using tools like MXToolbox or Google's Transparency Report.
     • Note: For further instructions on how to check URLS for Blacklisting, Click Here 
3. General Email Hygiene:
   • Monitor engagement rates:
     • Regularly review how recipients interact with emails. Metrics like open rates, click-through rates, and unsubscribe rates provide insight into how well your emails are being received. High engagement suggests your content is relevant, while low engagement may indicate issues with content or frequency.
       • Note: For further instructions on how to check your Engagement Rates using your Email Delivery Report, Click Here
   • Clean your email list regularly:
     • Ensure your email list consists of valid and active email addresses. Invalid or stale addresses result in high bounce rates, which can negatively impact your sender reputation.
   • Avoid purchasing email lists:
     • Purchased lists often contain invalid, outdated, or spam trap addresses, which can severely damage your sender reputation. Email service providers may even block you from sending if they detect list quality issues. Building an organic, permission-based list is always the best practice.
   • Optimize sending frequency:
     • Sending too many emails in a short period can lead to recipient fatigue and increase the likelihood of being marked as spam. Strike a balance between staying top-of-mind and overwhelming your audience.
       • Note: For further instructions on how to schedule an email to be sent in the future Click Here