As we approach the frenzy of holiday shopping, Black Friday stands out as a pivotal moment for businesses. Last year alone consumers spent a whopping $9.12 billion on this single day and with so many places to go, it’s critical that we’re getting the right message out to the right people, at the right time.
Read on for our 14 absolutely essential Email deliverability checks, so you can get this one just right.
Optimise Your Emails
1. List Hygiene:
Keep your email list clean by removing inactive, bounced, or non-engaging addresses. This improves your sender reputation and engagement rates. For instance, a retail brand that regularly cleanses its list might see their open rates jump from 15% to 25%, reflecting a more engaged audience.
2. Avoid Spam Traps:
Eliminate outdated and inactive email addresses to avoid spam traps. One of our e-commerce clients saw their deliverability improve after removing these traps and focusing on organic list growth.
3. Compliance with Anti-Spam Laws:
Ensure your emails comply with regulations like CAN-SPAM or GDPR, depending on your audience’s location. A European firm, for example, reduced user complaints and built trust by making their emails GDPR-compliant with clear unsubscribe options.
4. Content Matters:
Good grammar and clear editing build trust and encourage action. Proofreading your emails can make a significant difference.
5. Balance Text and Images:
Overloading emails with images can trigger spam filters. A travel agency saw a 5% increase in open rates by balancing their text and visuals.
6. Choose the Right Sending Time:
Timing is crucial. Analyse past campaign data to find when your open rates peak. Tools like Adobe Campaign’s Predictive Send Time Optimization can automate this process, ensuring your emails hit inboxes at the perfect moment.
7. Authentication:
Use email authentication protocols like SPF, DKIM, and DMARC to verify your emails’ legitimacy. This helps prevent your emails from being marked as spam.
Maintain Your IP Reputation
Even with optimised emails, maintaining a good IP reputation is essential. Here are some tips to ensure your Black Friday emails reach the right inboxes:
1. Gradual Volume Increase:
In the lead-up to Black Friday, gradually increase your email volume to avoid sudden spikes. For example, if you typically send 10,000 emails a day, increase this to 15,000 a week before Black Friday, then to 20,000.
2. Feedback Loops:
Set up feedback loops with ISPs to receive and act on complaint reports and unsubscribe requests. Removing marked spam recipients from your list can enhance your sender reputation over time.
3. Monitor Blacklists:
Regularly check email blacklists and address any issues immediately if your IP gets listed.
4. Trustworthy Email Service Providers:
Collaborate with a reliable ESP like SendGrid, known for their expertise in email deliverability, to manage bulk email sending and maintain a positive IP reputation.
5. Dedicated IP Addresses:
Use dedicated IP addresses to control your email sending reputation. This is especially useful for businesses sending both marketing and transactional emails, as it separates high-volume marketing communications from critical transaction confirmations.
6. Branded Links:
Using branded links in your emails builds trust and improves deliverability. Instead of generic shorteners, use links that clearly show they are from your domain.
7. Email Validation API:
Use an Email Validation API to ensure new email addresses collected are valid, reducing bounce rates. Popular options include ZeroBounce, NeverBounce, and SendGrid’s Email Validation API.
Ready to Master Your Email Campaigns?
With online holiday shopping expected to reach a staggering $1.2 trillion this year, Black Friday is just the beginning. Customers are eager to spend, and the potential for profit is enormous. But don’t stop at Black Friday—extend your email magic throughout the holiday season to maximise every shopping event.
Ready to boost your email deliverability and drive sales? Email us to get started!