Email is a great marketing tool but simply sending an email does not guarantee it will end up in client inboxes.
A successful email marketing program relies on high email deliverability rates, otherwise it is a huge waste of time and resources. Fortunately, there are some ways to improve your firm’s email deliverability rate:
- Use double opt-in
The best way to defend against spam complaints is to use a double opt-in instead of a single opt-in. Double opt-in sends recipients a confirmation email after they have entered their email address to validate their address and gain consent.
Double opt-ins have higher email deliverability, open and click-through rates, and lower unsubscribe rates than single opt-in. Double opt-ins eliminate any invalid email addresses and ensure the recipients do want to receive your emails.
- Purge your list
Remove all inactive recipients, i.e. those who have not opened your emails for a few months, as they will increase your bounce rate. A high bounce rate negatively impacts sender reputation and will suppress delivery of all your emails. Regularly updating your list can drastically improve your email deliverability rates.
- Pay attention to frequency
Sending too many emails can result in low open rates yet sending too few emails can lose revenue. Work out your firm’s optimal frequency by testing your email marketing efforts, i.e monitoring open and click-through rates. As a general guide, sending one email per week can help to stay top of mind without losing subscribers.