With mail filters and spam blockers, a common problem associated with marketing to a huge email list is deliverability or the ability of messages to reach recipients directly.
While you can easily create newsletters and email updates with templates, you must also take steps to keep your messages from landing in spam folders, or worse, trash. Email newsletter marketing experts have figured out how to increase deliverability using the following techniques:
List segmentation
The volume of email sent to an ISP coming from a single source often triggers the ISP’s spam blockers. Instead of sending out a message to a batch of addresses hosted by one ISP, try grouping recipients according to other criteria such as age range, sex or geographical location first so that the email you send will not be flagged as spam mail.
Newsletter service compatibility
An email message is accompanied by a header containing information on its origin. Spammers are identified by this information as well and will most likely be entered into a black list which an ISP will constantly compare to the header information of succeeding messages. If the newsletter service has been blacklisted, then your messages won’t be delivered to recipients under that ISP. Choosing your email newsletter marketing service is therefore crucial for deliverability. You’ll want a service that maintains good relations with most ISPs.
Unsubscribe option
Oftentimes, a reader flags a message as spam when the better option is to unsubscribe. You can avoid being blacklisted as a spammer by providing clear and easy instructions for a reader who wants to stop receiving your emails.
Relevance
Your recipients are bombarded with sales letters, newsletters and offers everyday and don’t bother reading messages with irrelevant titles. What is relevant to your reader depends on his or her profile. You can reduce the number of ‘unsubscribes’ and increase ‘opens’ by sending emails that appeal to them or which they may find useful. To do this, you need to identify segments or groups in your database and segregate them in several lists. You will then create different types of messages or newsletters that appeal to each of these segments and send them accordingly.
Email marketing can be a powerful tool in business only if you’re able to get your messages across using the right email newsletter marketing service. Look for one that has…
- high deliverability rates
- allows you to send as many emails as you want
- tracks ‘unsubscribes’ and opens and
- has good relations with ISPs
… for better conversions and increased profits.
Email Newsletter Marketing Software
Helping over 75,000 businesses like yours raise profits and build customer relationships using AWeber's opt-in email newsletter marketing software for over 10 years.
