Guest Post: Email Deliverability- Better Than the Hottest Date

May 22 2017

email-deliverability

Sorry…I may have gotten carried away with the subject line, but you clicked on it for a reason.  As mailers, our world revolves around deliverability – it’s our high, our peak.  It affects our sleep, our peace of mind, our relationships and our bottom line.  I won’t even bother prioritizing the list above.  It’s all vital to our lives and sense of well being.  And let’s be real…the adrenaline rush we get from watching revenue roll in in real time is close to unsurpassable.

I’ve worked closely with some of the top ISPs for over a decade and have endured the peaks and valleys just as you have.  However, there are ways we can control and affect the impact we have in this fickle industry.  Below I’ve outlined a system that WILL improve deliverability.  For all of you who are dinosaurs like me, this may seem like re-inventing the wheel but, come on, we all need to review the basics sometimes.  For those of you who are newer to the industry, hopefully there are a few tips you can implement in your mailing to improve deliverability.

While content and design matter, drawing in the subscriber is the first step and the subject line is the first hook.  so determine how to increase the number of people who open your emails, click links within them, and share your content with others. 

Keep Your Subject Line Interesting…But Compliant

To get people to open your emails, it’s okay to get creative with your subject lines.  As a mailer I am ALL about this – I embrace creativity.  As an advertiser, I need to throw in a few caveats.  I know and understand what it takes to inbox, I also understand the ramifications of being non-compliant and we need to avoid that at all costs.  As you think about your subject line, there are a few best practices to keep in mind.

Any changes to subject lines should always be approved by the advertiser.  It hurts, but it is crucial.  I can’t emphasize this enough.  While you watch revenue pour in, the advertiser may turn around and penalize you for an extra comma or all caps, depending on the sensitivity of the offer.  If your quality is good, do not risk a few extra dollars in the short term for longevity on a winning campaign.

Your Subject Line Should Seduce The User, Draw Them In

Your subject line should create a sense of urgency and should not be longer than 50 characters.  Studies show that over 40% of consumers are opening their emails on a mobile device first compared to a desktop web browser.  With that being the case, there’s significantly less space to display your subject line.  Get to the point and do it quickly.  Be clear and concise with your message, but make them feel like they are missing out on something if they don’t click on your message.

Mobile response is highly underrated.  What many mailers don’t realize is that the complaint rate from mobile users is nominal.  When warming up ips, you may find it beneficial to target mobile users as they don’t take the time to complain.  They will click and engage or log out and move on.  Focus on subject lines that you personally would click on as a consumer – something with short subject lines that get right to the point.

User engagement is a key factor in email deliverability.  The steps you take to increase engagement and responsiveness will impact your deliverability.  If you focus on creativity, compliance, content and the sense of urgency it will increase email deliverability.  

This article was originally posted on Madrivo by Jennifer Rozario.

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