Email remains one of the core channels of communication. With so many organisations competing for engagement, ensuring your emails reach your audience’s inbox is vital.
Here’s our top tips on setting yourself up for deliverability success.
1. Have a clear IP warm-up plan
To allow a recipient to consider you a safe sender, you need to have an Internet Provider (IP) warm-up plan in place.
The idea is to warm up your dedicated IP address and sender domain in order to improve the deliverability of future campaigns.
A well-designed IP warm-up plan will help you overcome those initial hurdles when you start sending to Internet Service Providers (ISPs) or if you are returning to large-volume sends after going cold for a prolonged period.
2. Establish domain authentications
Before new campaigns are deployed from any sender domain, basic mandatory domain authentications need to be in place to ensure ISPs recognise you as a bulk sender.
This is required along with the basic Domain Name Server (DNS) configuration that your Email Service Provider (ESP) will ask you to implement.
If any of the below is not in place, you’re likely to have a high rejection rate against most of the ISP domain family.
- DKIM (DomainKeys Identified Mail)
- SPF (Sender Policy Framework)
- DMARC (Domain-based Message Authentication, Reporting and Conformance) to assist with deliverability of your campaigns is also recommended but not essential.
3. Determine who you are communicating with
Decide who you are sending to.
The IP warm-up plan needs to be designed around the data you have available. An IP warm-up email should ideally be sent to the entire ‘active customer’ database. ‘Active’ is defined as customers who have opened and clicked an email within the last 12 months.
If you don’t, you risk a negative impact on your IP and your sender score rates will drop, which could result in your delivery volumes dropping. A ramp-up plan sets the scene for future sends. It’s imperative that you build a strong IP reputation from initial execution of your plan.
4. Focus on content
Depending on your circumstance, your first campaign could be a generic email to keep recipients informed and prompt them to interact positively with the email. An example of this could be – “We have now changed email service provider. Please save this domain to your favourites”.
It’s important to have an engaging subject line that will encourage opens.
Ideally, your first campaign should not contain time-sensitive content. The email will be sent over a pre-determined duration of time, so removing time-sensitive copy reduces the risk of sending an untimely email.
It’s advisable to send your campaigns as Multipart MIME (HTML and TEXT together), as this will help the emails into the inbox. Any customers unable to view the HTML can view the text version. Firewalls, whitelisting domains, Ips, and SSLs, can affect viewing and delivery of emails to corporate email addresses and mobile devices.