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Tips for sure-fire email deliverability

January 23, 2012 | Online Marketing

Even the most brilliant emails will go unnoticed if your messaging isn't received at the right time - or worse yet, not at all. Just making it to the inbox can be a harrowing experience. Here are the requisite steps to ensure that your messages reach their destinations, efficiently increasing your campaign's effectiveness.

The basics: The fundamental ways to reach your costumer's inboxes are white listing, formatting messages correctly, creating solid subject lines, maintaining lists, and making sure your campaigns are CAN-SPAM compliant.

Delivery rate boosters: Maintaining a good relationship with internet service providers like Yahoo and Gmail helps ensure successful message delivery. In addition, choosing the right email service provider makes a significant difference, as one bad client can impact the deliverability of other clients. Furthermore, creating messages that don't heavily rely on images can help you find the inbox, and obtaining up-to-date data boosts delivery rates as you reach customers with highly relevant information. Additionally, it's important to scrub out un-subscribers and bad email addresses frequently.

Subject lines: Even before your email hits inboxes, subject lines are a make-or-break proposition. If your message is too "spammy," it can be flagged as such. If your message makes the cut but is not compelling, it may be overlooked. Subject lines that clearly communicate the benefit of the email consistently outperform those that lack clarity. Unfortunately, subject line best practices are frequently neglected, seen as something to be taken for granted.

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