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You’ve been working hard on your newsletter and made sure every single announcement is in there. Your graphic designers have been making the design look awesome. There’s no rogue code running in the HTML portions of the send-out. You’re confident that this email blast will bring good conversions. After pushing send, you run into problems. Your emails are getting bounced, and error messages are telling you that your emails are blocked. Something is very, very wrong.
Fortunately, these issues can be solved easily. Email deliverability consists of multiple factors, so we’ve compiled a list of tips to help your emails reach their targets.
The simplest way to improve deliverability is to set separate addresses for your send-outs. More often than not, marketing emails are sent from the same address as your transactional emails. This causes the address to be considered “spammy”. It’s better to use addresses such as sales@yourcompany, newsletter@yourcompany, or invoices@yourcompany. Make sure these emails do exist and receive emails since the (auto-)replies you receive should have a place. If these addresses bounce, your domain reputation will go down as you’re not receiving emails.
Some organizations filter emails based on the address alone, so there is a chance your marketing email address might be filtered by default. The delivery is also affected by the name of the sender. If the “From” field isn’t aligned with your address and content, this could be considered spam. The same goes for “No Reply” addresses. These are often associated with marketing emails and end up filtered out or placed in a lower priority inbox for Gmail users.
The common source for your email deliverability issues lies in your contact database. Regular cleanup of your contact database can go a long way, as you’ll ensure emails get delivered to the right people. Here are some quick fixes you can do to clean up the database:
You can always run diagnostics on your emails. Online email testing services give you information on how your emails perform. These tools analyze aspects of your email and give you pointers on what to fix. Here’s how to test your email:
Your HubSpot portal is the key tool for ensuring email deliverability. A correctly configured portal has everything you need to get your marketing emails flowing.
As emails are coming from your domain, the domain acts as your identity. Emails are very easy to spoof, but with correctly configured DNS settings, you are verifying that the emails you send are real. Using DKIM, SPF, and DMARC entries in your name server settings, you can ensure your validity.
Email deliverability is the metric for ensuring your message reaches your audience. It all comes down to trust. You want to be a trustworthy sender. With the tips presented in this blog post, we hope you can make improvements to your overall trustworthiness and build up your domain reputation. In case you have any questions or want to know more about how to improve your email deliverability and reputation, book a meeting with our HubSpot expert via the link below!
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