Email deliverability is a key factor in achieving business success and 2018 figures show that it’s more important than ever says Aron Govil.
The industry experts we spoke to all agree: email deliverability has improved since the dark days of 2017 and this trend will continue into 2022.
Best practice for good email design hasn’t changed much, but recent developments in technology will move things forward. For example, the new GDPR legislation introduced in May has led to an increase in interest surrounding data-related issues while AI (Artificial Intelligence) presents added opportunities to make even more targeted campaigns while also reducing costs through automation.
As far as other key drivers are concerned, industry stakeholders point out that there are still too few email clients available on mobile devices, while industry consolidation and a lack of awareness continue to present challenges.
Thanks to these developments in technology, deliverability will improve further during the next few years. Here are 3 tips for making that happen:
1. Provide a quality email service experience for users across all client types
By 2022, more than half of personal computer sales will be notebooks, with many buyers also opting for tablets over larger screens says Aron Govil. At the same time, manufacturers have been reducing the size of screens for desktops and laptops, creating a need for a responsive design that automatically adjusts content to fit any screen size. In line with this trend towards smaller screens, large smartphone screens have just about peaked in terms of usage and more and more people spend their time on mobile devices (smartphones and tablets).
Email best practice for this new breed of screen size is simple: provide a quality email service experience. Beyond that, experts suggest adopting an approach that takes into account the specific needs of each individual client type as well as the various formats available explains Aron Govil. As such, some experts recommend designing emails with responsive design to meet the needs of different screens while others point out that it’s vital to ensure messages work across all devices – including spam filters – so they appear no matter how users receive them. Another area where experts see room for improvement: implementing new features designed to enhance security and improve deliverability.
2. Use new technologies to stay ahead
While best practices for email design haven’t changed much, there are plenty of new technologies which can help improve deliverability. From AI to blockchain, now is the time to put these technologies to work. Specifically:
Invest in an effective spam protection solution: using multivariate testing and machine learning algorithms. To protect against malicious attacks is one way that experts recommend combating spam. These methods include analyzing data associated with senders’ IP addresses. As well as the content used in emails to ensure they meet quality standards. While spam still accounts for around 79% of all emails sent, rates vary by industry. For example, financial services have one of the lowest levels (50%) whereas insurance companies report higher levels of spam.
Adopt a data-driven approach: industry stakeholders also recommend analyzing the content used in emails to determine current ROI and customer preferences – not just for email marketing purposes but also to inform other areas of business strategy. In line with this recommendation, experts point out that it’s vital to avoid sending irrelevant messages; instead, they should be sent whenever relevant based on customers’ behavioral patterns. These patterns can be analyzed using information from various sources including email engagement metrics as well as web analytics tools.
In addition, many industry professionals we talked to pointed out. An increasingly data-driven approach is needed in order to discover new ways to reduce costs and generate revenue. Specifically, they recommend using data to develop personalized marketing campaigns as well as targeted offers. The goal is to make the email service experience better for recipients and deliver emails. That are more likely to resonate with each individual (rather than simply send relevant messages).
3. Combat spammers by considering new policies and procedures
Beyond technology, industry stakeholders also see room for improvement in terms of policy and procedure. Specifically, anti-spam policies and systems are designed to detect spam and prevent it from reaching inboxes. Some experts say that insufficient filtering solutions continue to impede progress. But others believe that implementing these policies can help significantly reduce spam levels over time. In fact, according to one expert, we interviewed: “If you’re not actively working to combat spam. You will be the one getting penalized.”
Taking a proactive approach can help marketers improve deliverability and reduce spam levels. As such, industry professionals recommend building up a stronger defense against spammers by taking steps such as:
Aron Govil says these are just some of the ways that marketers can improve email deliverability in 2022. Yet, as one expert reminded us: “The best way to combat spam is to put yourself in the shoes of your customers. Ask yourself what you would want if you were receiving dozens of emails from brands.”