{"id":1497,"date":"2022-01-02T09:17:24","date_gmt":"2022-01-02T09:17:24","guid":{"rendered":"https:\/\/lite14.net\/blog\/?p=1497"},"modified":"2022-06-17T09:45:57","modified_gmt":"2022-06-17T09:45:57","slug":"7-things-affect-email-deliverability","status":"publish","type":"post","link":"https:\/\/lite14.net\/blog\/2022\/01\/02\/7-things-affect-email-deliverability\/","title":{"rendered":"7 Things Affect Email Deliverability"},"content":{"rendered":"<p><img decoding=\"async\" src=\"https:\/\/assets.website-files.com\/58f7287eb45a921b9e5eab31\/5dcec890a5aec0b074d8bf24_Email-Deliverability.jpg\" alt=\"See the source image\" \/><\/p>\n<p>The simplest email marketing question may also have the most complicated answer. As an email marketer, you want to wow your subscribers.<\/p>\n<p>Then you want to see people sharing your content on Facebook and Twitter. You want people to open your emails and engage with them meaningfully.<\/p>\n<p>It&#8217;s not just about sending beautiful, optimized emails. A better positioning of your campaigns will help them get through spam filters, get opened and acted upon by your subscribers. That&#8217;s email deliverability.<\/p>\n<ul>\n<li>What is email deliverability?<\/li>\n<li>7 ways to sabotage email delivery<\/li>\n<\/ul>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/lite14.net\/blog\/2022\/01\/02\/7-things-affect-email-deliverability\/#What_is_email_deliverability\" >What is email deliverability?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/lite14.net\/blog\/2022\/01\/02\/7-things-affect-email-deliverability\/#7_ways_to_sabotage_email_delivery\" >7 ways to sabotage email delivery<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/lite14.net\/blog\/2022\/01\/02\/7-things-affect-email-deliverability\/#1_Ignore_your_subscribers\" >1. Ignore your subscribers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/lite14.net\/blog\/2022\/01\/02\/7-things-affect-email-deliverability\/#2_Send_with_no_custom_authentication\" >2. Send with no custom authentication<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/lite14.net\/blog\/2022\/01\/02\/7-things-affect-email-deliverability\/#3_Use_of_too_many_images_in_emails\" >3. Use of too many images in emails<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/lite14.net\/blog\/2022\/01\/02\/7-things-affect-email-deliverability\/#4_Sending_message_from_a_free_domain\" >4. Sending message from a free domain<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/lite14.net\/blog\/2022\/01\/02\/7-things-affect-email-deliverability\/#5_Settling_for_single_opt-in\" >5. Settling for single opt-in<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/lite14.net\/blog\/2022\/01\/02\/7-things-affect-email-deliverability\/#6_Use_ambiguous_or_spam-flagging_subject_line\" >6. Use ambiguous or spam-flagging subject line<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/lite14.net\/blog\/2022\/01\/02\/7-things-affect-email-deliverability\/#7_Use_of_URL_shorteners\" >7. Use of URL shorteners<\/a><\/li><\/ul><\/nav><\/div>\n<h4><span class=\"ez-toc-section\" id=\"What_is_email_deliverability\"><\/span>What is email deliverability?<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Email deliverability is the percentage of emails that reach the inbox without being bounced or marked as spam. Email deliverability issues include high bounces, spam filters, and low engagement.<\/p>\n<p>In this post, we&#8217;ll look at seven things you might be doing (without even realizing it) that harm email deliverability.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"7_ways_to_sabotage_email_delivery\"><\/span>7 ways to sabotage email delivery<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul>\n<li>Ignore your subscribers<\/li>\n<li>Send with no custom authentication<\/li>\n<li>Use of too many images in emails<\/li>\n<li>Sending message from a free domain<\/li>\n<li>Settling for single opt-in<\/li>\n<li>Use ambiguous or spam-flagging subject line<\/li>\n<li>Use of URL shorteners<\/li>\n<\/ul>\n<h4><span class=\"ez-toc-section\" id=\"1_Ignore_your_subscribers\"><\/span>1. Ignore your subscribers<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Some old sayings are true: prevention is better than cure. This means first building a solid, permission-based list of people who have explicitly agreed to receive your emails.<\/p>\n<p>To maximize the potential of your subscriber list and the engagement level of your recipients, you need to start off on the right foot and send.<\/p>\n<p>People forget who you are and why they signed up for your emails if they don&#8217;t receive them for six months. Waiting too long to send your first email reduces your chances of making a good first impression in the inbox.<\/p>\n<p>Instead, send a welcome email that encourages engagement and clicks, and gets your subscribers used to seeing your brand in their inbox.<\/p>\n<p>Send regularly, but not too frequently. Depending on your industry and brand, one email every quarter or one every day is probably too little. Testing should reveal a sending frequency that works for both you and your subscribers.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"2_Send_with_no_custom_authentication\"><\/span>2. Send with no custom authentication<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>A large part of email deliverability is avoiding being perceived as a spammer by spam filters and recipients.<\/p>\n<p>Authenticating your emails is one of the best ways to do this. Authentication allows ISPs to verify your email sends. Receiving mailboxes can more easily determine if your email is genuine or not by using verified SPF and DKIM settings. Authentication is one of Gmail&#8217;s top recommendations for getting emails to users&#8217; inboxes.<\/p>\n<p>While Campaign Monitor handles authentication for you, we strongly advise you to set up your own SPF records and DKIM key to maximize email deliverability. Your network administrator can usually help you set this up.<\/p>\n<p>Custom authentication settings increase email delivery rates.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"3_Use_of_too_many_images_in_emails\"><\/span>3. Use of too many images in emails<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Historically, spammers used HTML emails with only one or many images and little text to avoid spam filters that looked for spam keywords.<\/p>\n<p>Spam filtering now prioritizes sending reputation over content, though the image-to-text ratio still matters and should be optimized.<\/p>\n<p>Spammers&#8217; emails with little text and lots of images, or just one large image, can be identified. By sending similar emails, you risk being marked as spam.<\/p>\n<p>Instead, design your emails with this in mind, balancing images and copy so that even without images, your email makes sense and is engaging. Use alt text for your images so that even if they don&#8217;t render, your subscribers will know what they are.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"4_Sending_message_from_a_free_domain\"><\/span>4. Sending message from a free domain<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Every element of your campaign must convince recipients and spam filters that you are who you claim to be.<\/p>\n<p>Using a domain other than your own is a no-no. Free domain email accounts like Hotmail, Yahoo, and Google are also bad ideas. Under revised DMARC policies, Yahoo, Gmail, and other ISPs will automatically mark your emails as spam if you send commercial or bulk email to an address at their domain.<\/p>\n<p>Instead, use a company address that clearly identifies you. This lets people know not only who is sending them the email (Virgin), but also what it is (a newsletter) and where it is coming from.<\/p>\n<p>Using a send-from address tailored to this particular part of the business is critical for strong email deliverability.<\/p>\n<p>Remember to use an address at a domain or authenticated sub-domain that you own. Not only will this help avoid ISP filtering, but it will also help build your domain&#8217;s sending reputation.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"5_Settling_for_single_opt-in\"><\/span>5. Settling for single opt-in<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Confirmed (or double) opt-in means that people who sign up for your email list will receive a confirmation email.<\/p>\n<p>Other than the sheer number of sign-ups, confirmed opt-in lists outperform single opt-in lists in almost every engagement metric.<\/p>\n<p>You can build your sending reputation by sending to a more engaged and active list by using confirmed opt-in lists.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"6_Use_ambiguous_or_spam-flagging_subject_line\"><\/span>6. Use ambiguous or spam-flagging subject line<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>Your subject line is the welcome mat of your email, and if it looks like spam, people and the spam filters ISPs put in place will probably think it is.<\/p>\n<p>Avoid ALL CAPITALS, excessive punctuation (!!! ), and only use symbols and SP$C!AL CH@RCT3RZ when necessary.<\/p>\n<p>Subject lines should follow the same rules as the rest of your email copy. Be brief, as many email clients will truncate long subject lines. Don&#8217;t forget to personalize, be creative with the copy, and be transparent with your subscribers.<\/p>\n<h4><span class=\"ez-toc-section\" id=\"7_Use_of_URL_shorteners\"><\/span>7. Use of URL shorteners<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<p>URL shorteners are widely used by spammers to disguise the nature of URLs they link to, and are one of the main reasons spam filters block your emails, even if the links are legitimate.<\/p>\n<p>Avoid using URL shorteners and putting the full URL in the email body. Instead, create a link with the appropriate text and make sure all links are valid and functional. Replace URL shorteners with clear and attractive CTAs to increase traffic and click-throughs. This is another way to improve your email deliverability.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The simplest email marketing question may also have the most complicated answer. As an email marketer, you want to wow your subscribers. Then you want&#8230;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15,17,18,1,25],"tags":[],"class_list":["post-1497","post","type-post","status-publish","format-standard","hentry","category-content-marketing","category-email-marketing","category-facebook-marketing","category-tech-how-to","category-twitter-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>7 Things Affect Email Deliverability - Lite14 Tools &amp; Blog<\/title>\n<meta name=\"description\" content=\"The simplest email marketing question may also have the most complicated answer. As an email marketer, you want to wow your subscribers. Then you want to see people sharing your content on Facebook and Twitter. 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