Notes on Marketing and Web Development

Increasing email marketing inbox delivery rates

I'm by no means an email marketing pro (my game is web development, SEO and PPC) but I recently consumed a "shit-ton" of email marketing knowledge while building an outbound lead generation system for my marketing agency.

I've decided to regurgitate that information in the form of a poorly-written grammarly-incorrect blog post for public consumption.

Whether you're sending cold emails to a list purchased from a sketchy dude in Singapore or delivering value-packed emails to a double-opted-in audience eagerly awaiting your correspondence, I sincerely hope these notes help you bypass email spam filters and reach your intended recipients' inbox.

Validate your email list

Mailbox providers monitor IP addresses that continually send emails to invalid users and can flag you as a spammer if your bounce rate is consistently high.

Using a service like NeverBounce to periodically clean and verify your email list will help reduce bounce rate.

Warm up your IP address

Mailbox providers are suspicious of email coming from an IP that has no reputation.

So if you're sending from a brand new email address, consider sending a few emails by hand to let your ISP know you're a legit sender and not a spammer.

Use a familiar sender name

Send the email from a real person. Recipients are typically more likely to trust a personalized sender name and email address than a generic one.

Avoid spam trigger words

One of easiest ways to avoid spam filters is by carefully choosing the words you use in your email's subject line and body copy.

Using words like "free," "guarantee," and "no obligation," can make the mailbox provider flag your messages as spam and hurt delivery rates.

Send text only emails instead of HTML

This is a heavily argued topic but IMO the more "human-like" your email's body copy, the more likely it is to be delivered to the inbox.

That said, if you’re going to send HTML emails, make sure it's is properly coded: If there are broken tags in your HTML, the email provider and users might mark it as spam.

Don't use an overwhelming number of images, or huge images

Using one large image as your entire email, or too many images in general, tends to end up in recipients' spam folders.

You'll also want to make your image file sizes as small as possible without losing their visual integrity to prevent long email load times.

Ask your subscribers to add you to their address book

Spam filters are more aggressive than ever and sometimes even the emails people want to read still end up in their spam box.

Subscribers can add you to their address book which tells the spam filters to whitelist your IP and back the fuck off.

Monitor your sender reputation

If you're sending email from an IP address with a poor reputation, your emails are less likely to be delivered to the recipient's inbox.

Use one of these tools to check your sending reputation.

The higher your score, the better your reputation and the higher your email deliverability rate.