You’ve put in all the hard work of writing your newsletter but your open rate is below average? Don’t worry in this blog post we are exploring possible reasons as to why your newsletter is not performing as well as it could be.

1. Get Consent

Obtaining clear permission from subscribers is paramount. Avoid using email addresses from business cards or purchased lists, as these practices can lead to legal consequences and harm your reputation. To prevent your emails from being categorised as spam, include a permission checkbox on your website’s sign-up forms. This ensures that your subscribers genuinely want to receive your emails.

2. Embrace Double Opt-In

Elevate your professionalism by implementing a double opt-in process. After subscribers sign up on your website, send them a confirmation email to validate their subscription. This additional step guarantees that your audience is genuinely interested in your content. Platforms like Mailchimp simplify the setup of double opt-in processes, ensuring a clean and engaged subscriber base.

3. Craft Irresistible Subject Lines

A good subject line is like tempting someone with their favourite food. They can’t afford to not open it. Writing a compelling subject line is pivotal to email marketing success. However, it’s equally crucial to avoid specific words and phrases that can trigger spam filters. Here’s a list of terms to steer clear of:

Free
Buy Now
Limited Time Offer
Cash
Guarantee

4. Optimise Your Footer

If you use Mailchimp, you’re in luck, as the platform automatically includes a footer with all the necessary Spam Act-compliant information in your emails. This includes an unsubscribe link and a physical address, both vital for maintaining email deliverability. Ensure your footer is complete and up-to-date to avoid potential issues.

5. Regular List Maintenance

Over time, your subscriber list may accumulate inactive contacts. To maintain email deliverability, clean your list every six months. Re-engage with inactive subscribers by sending a re-engagement email to confirm their interest in your emails. This practice not only streamlines your list but also signals to email providers that your campaigns generate genuine engagement, reducing the likelihood of spam categorisation.

6. Use Consistent Sending Patterns

Establish a consistent email-sending schedule to build trust with email service providers. Erratic sending patterns can raise red flags and result in emails being marked as spam. Plan your campaigns and stick to a regular sending schedule to maintain a positive sender reputation. Your subscribers will also notice this and build more trust with you.

7. Avoid Image-Only Emails

Overly image-heavy emails can trigger spam filters. Balance your email content with text and images.

8. Test Your Emails

Before sending a large email campaign, perform tests to check how your emails appear across different email clients and devices. Ensuring compatibility can reduce the chances of emails being marked as spam due to formatting issues.

Summary

Mastering email deliverability is a crucial aspect of successful email marketing. By following these multifaceted strategies, you can ensure that your valuable content consistently reaches your subscribers’ inboxes while avoiding the dreaded spam folder. Maintain a clean, consent-based list, craft compelling subject lines, and employ email authentication to build a positive sender reputation and optimise your email marketing efforts.

If you would like to dig deeper watch our 20-minute Masterclass “Unlocking Newsletters – Converting Subscribers Into Subscribers”.