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BizReport : Email Marketing : September 11, 2014

Top 3 tips to improve email delivery

Radicati reports nearly 145 billion emails are delivered each day. Kind of makes you wonder if your email promotions, newsletters and other information are landing in the right place, doesn't it? Never fear, Vertical Response is sharing their top 3 tips to improve email deliverability.

by Kristina Knight

More than 20% of opt-in email messages don't hit readers inboxes according to ReturnPath, and Radicat reports most emails sent (84%) are spam. How can marketers ensure their messages are landing in the inbox - and not marked as spam? Vertical Response has three suggestions.

First, use double opt in for sign-ups to your email list. Double opt-in means that the subscriber fills out the form and then 'confirms' that subscription through a follow-up email. By using double opt-in, brands and cull the number of low quality sign-ups, because only those who are truly interested will fill out the form and then confirm the subscription. Higher quality sign-ups mean more opens and more opens means a higher delivery score.

Second, make unsubscribing simple and keep that link in an easy to find place in the email blast. Most people are used to finding these unsubscribe options at the bottom, but marketers can make it even simpler by bolding the font or even using a different color for the font. Making it simple to unsubscribe means a smaller chance of readers marking the message as spam.

Finally, tell subscribers what to expect. Once a reader has subscribed and confirmed to the list, send a welcome message. This message should be short and to the point - tell readers when you'll mail and why and then stick to those boundaries. If you're mailing once per week to tell them about fresh sales, do so.

Image via Shutterstock

Tags: email best practices, email marketing, email marketing tips, email marketing trends, Vertical Response

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