Overcoming the Challenges of Email Deliverability
While spam filters have long been a challenge reaching inboxes, more recently over the last year as I worked with a new client, I encountered significantly lower non-bot open and click rates leading to virtually no replies even after following best practices for targeted and personalized content that worked in the past. It was clear that “spam filters” were getting smarter.
…And that's why I started diving deep into the ever-evolving world of email deliverability. If you're like me, you've probably noticed that getting your emails into the inbox isn't as simple as it used to be. The days of blasting out mass emails and hoping for the best are long gone. Now, it's a complex dance with algorithms, user behavior, and ever-tightening privacy regulations that hamper successful email campaigns, but if not careful, you can dome all future campaigns as well as emails with established contacts to the spam oblivion. That’s why I want to share what I've learned about the new challenges facing email marketers and, more importantly, how to overcome them.
Understanding the New Challenges
First, we need to acknowledge that spam filtering has gotten incredibly sophisticated. We're not just dealing with simple keyword filters anymore. Email Service Providers (ESPs) like Gmail and Outlook are using AI and machine learning to analyze everything from email content to sender behavior. They're looking for patterns, inconsistencies, and anything that might indicate spam. The same learning AI uses to write emails is being used to spot sales emails.
And it's not just about the content. User engagement plays a massive role. If your emails have low open rates, high deletion rates, or, worst of all, are marked as spam, your sender reputation takes a hit. It's like your email address is being put on a digital "naughty list."
Then there's the whole privacy thing. In addition to governmental regulation such as GDPR and CAN-SPAM, Apple's Mail Privacy Protection, for instance, has thrown a wrench into traditional open rate tracking. And that's just the tip of the iceberg. Users are increasingly aware of their data privacy, and ESPs are responding by tightening their regulations.
Let's not forget the sheer volume of emails people receive daily. Our inboxes are overflowing, and attention spans are shrinking. This means your emails need to be more relevant, engaging, and concise than ever before.
Finally, your IP and Domain reputation are essential. Sending from a shared IP such as the case with various sales and marketing automation tools, can be risky if other senders are behaving poorly. Establishing a strong sending reputation takes time and consistency. Combine this with easy access to sales automation by sales and marketing team members looking for short cut, your domain reputation is at risk without controls governing their use.
Authentication: Building Trust with ESPs
So, how do we navigate this complex landscape? The first step is authentication. Think of it as proving your identity to the ESPs. This is done by ensuring your domain name server has the following appropriate record types.
SPF (Sender Policy Framework): This is like telling the ESPs, "Hey, these IP addresses are authorized to send emails from my domain." Setting up SPF records correctly is crucial. I remember struggling with this at first, but once I got it right, it made a noticeable difference.
DKIM (DomainKeys Identified Mail): This uses digital signatures to verify that the email hasn't been tampered with in transit. It's like a digital seal of approval. Generating and implementing DKIM keys might sound technical, but it’s a necessary step.
DMARC (Domain-based Message Authentication, Reporting & Conformance): This builds upon SPF and DKIM, giving you control over what happens to emails that fail authentication. I started with a "none" policy to monitor my results and gradually moved to "quarantine" and eventually "reject" as I gained confidence. DMARC reporting is invaluable; it shows you who's trying to spoof your domain and helps you catch any authentication issues.
Many sales and marketing automation tools will walk users through the step of updating these authentication records, but it requires access to your domain name server (DNS), which your average sales or marketing representative is not likely to have and more likely to ignore. If you are not regularly checking the health of these records or monitoring the use of these tools by your sales teams, damage to your domain reputation may already be done requiring extensive work and time to restore.
Shield Your Brand: Why Subdomains Are Your Email Deliverability Superpower
Let's talk domain reputation. It's the digital equivalent of your credit score, but for your brand. And just like a credit score, it can take years to build and seconds to destroy. If it gets blacklisted, your entire email communication system grinds to a halt.
One of the smartest ways to protect that reputation, especially when it comes to email deliverability, is by leveraging subdomains. Subdomains act as a buffer, a sacrificial layer. They absorb the impact of any deliverability issues, preventing them from reaching your primary domain. This gives you time to address the problem without jeopardizing critical communications.
Subdomains act as a buffer, a sacrificial layer. They absorb the impact of any deliverability issues, preventing them from reaching your primary domain. This gives you time to address the problem without jeopardizing critical communications. Subdomains let you create dedicated lanes for different types of emails. For example:
marketing.yourdomain.com: This is where your newsletters, promotional offers, and marketing campaigns live.
transactional.yourdomain.com: This handles essential emails like password resets, order confirmations, and account updates.
notifications.yourdomain.com: If you send out alerts or updates, this is the place to send from.
By segmenting your traffic, you isolate the risks. If a marketing campaign goes awry and triggers a spike in spam complaints, it affects only the marketing subdomain, not your core domain.
Subdomains also provide invaluable insights into your email performance. You can track deliverability metrics for each subdomain separately, giving you a granular view of what's working and what's not. For example, you might notice that your transactional subdomain has a stellar reputation, while your marketing subdomain is struggling. This data allows you to focus your efforts on the areas that need the most attention.
Finally, if your email contain links to URLs that don’t contain your domain, it is recommended you create subdomains that redirect visitors through your domain. This shields you from that other domain’s reputation and avoids a red flag spam filters use to detect potential phishing attacks.
In short, subdomains are an essential tool for any email marketer who wants to protect their brand's reputation and ensure their messages reach the inbox. Don't leave your email deliverability to chance. Embrace the power of subdomains and shield your brand from the ever-present threat of spam filters.
Content Best Practices for Deliverability
Authentication is just the foundation. The content of your emails is still equally important, so I’d be remiss to not highlight some key best practices, especially now that AI is being used to not only write email content, but use that same learning to detect spam.
Relevance and Personalization: I've found that segmenting my audience and sending targeted emails makes a huge difference. Using dynamic content and addressing subscribers by name adds a personal touch.
Engaging Subject Lines and Preheader Text: Crafting compelling subject lines that avoid spam triggers is an art. I spend a lot of time brainstorming and testing different options. And don't forget the preheader text! It's prime real estate.
Clean and Concise Email Design: Mobile-friendly design is a must. I also try to keep my emails visually appealing without overloading them with images. A clear call to action is essential.
Avoiding Spam Triggers: Spam trigger words are sneaky. I keep a list of common offenders and avoid them like the plague. Proper HTML coding is also crucial. And remember the text-to-image ratio!
Consistent Sending Schedule: I've noticed that sending emails at consistent times helps improve engagement. And avoid sudden spikes in sending volume; it can raise red flags.
List Hygiene: Regularly cleaning your email list is essential. I remove inactive subscribers and use double opt-in to ensure I'm only sending to engaged users.
Easy Unsubscribe Options: Make it easy for people to unsubscribe. It might seem counterintuitive, but it builds trust and keeps your list clean.
Monitoring and Optimization
Deliverability is an ongoing process. You can't just set it and forget it. You need to be ever vigilant for signs of potential trouble.
Analyzing Deliverability Metrics: I regularly monitor open rates, click-through rates, bounce rates, and spam complaints. Tools like Google Postmaster Tools and Sender Score are invaluable.
A/B Testing: I'm a big fan of A/B testing. I test different subject lines, content, and sending times to see what resonates best with my audience.
Feedback Loops: Utilizing feedback loops from ESPs helps me monitor spam complaints and identify any issues.
Adapting to Algorithm Changes: The email landscape is constantly changing. I stay updated on the latest ESP algorithm changes and adjust my strategy accordingly.
Conclusion
Navigating the inbox in today's digital world is a challenge and intimidating, but it's not impossible. There is a lot of information online and through your sales and marketing automation software, so the goal of this blog is not to provide step-by-step instructions. It is just to make you aware of these challenges and to know that by implementing proper authentication, focusing on content best practices, and continuously monitoring your results, you can significantly improve your email deliverability while maintaining your reputation as a legitimate marketer with something of value to say.
So, go forth and conquer those inboxes! Your audience is waiting.
