I rave about email marketing all the time.
But I need to shoot straight with you about email marketing lest you think it’s some holy grail of marketing.
Your emails are useless unless they actually make it to the user’s inbox.
Let me state that another way so you don’t miss it. If your emails aren’t getting delivered, then email marketing is a massive waste of time and money.
You’ve probably read all the tips about subject lines, open rates, engaging content, powerful CTAs, and strategic email landing pages. But let’s take a big step back and look at the picture from its most foundational level — email deliverability.
I’ve collected 12 of the smartest and most effective techniques for improving email deliverability.
1. Prime your IP for success.
The job of ISP filters is to defend against spam emails. How do you tell these filters that your IP is valid and trustworthy?
Start any email campaign by sending small batches of emails. Send these messages to addresses that you know are engaged.
As these emails are received and opened by engaged users, your IP will start to build trust, in a manner of speaking, with the ISP. Slowly increase the number of emails, until you scale to your peak volume.
