“How to Improve Email Deliverability With Housekeeping” written and video by Mike Marko.
Are you struggling to get your emails opened… or worse… to get them delivered to your email list?
Having poor email deliverability is very common among internet marketers. Yet there is a a LOT of value in using an email list effectively.
That’s why today I want to talk about one tip on how to improve email deliverability.
How To Improve Email Deliverability
In the following video I talk about how to improve email deliverability.
VIDEO: Improving Email Deliverability
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Unopened Emails Are Your Bane
You should strive to get an email open rate above 6%: preferably much higher but lets face it, the older the list the less opens you’ll have.
When you have a large percentage of your email list that does not open your emails… and hasn’t for months or even years, then it hurts you overall. Email services like AOL and Gmail recognize that your emails are not being opened, and therefore will view your emails as possible spam. When your email gets flagged as spam it doesn’t get delivered as well as other emails (your email gets sent to the Promotions folder… or worse the Junk folder).
So you want to avoid sending emails consistently to those that aren’t opening your emails.
Solution #1: Delete The Perpetrators
The number one solution online marketers do is delete the contacts that don’t open your emails.
They use a condition like “not opened an email in six months” and then delete them from their list. This is a check that can be done monthly or even quarterly. Now the exact method of filtering the emails and then removing them varies from autoresponder to autoresponder, but the task is pretty simple.
The end result is you get a cleaned out list, and you don’t get charged for having those “dead” contacts… most autoresponders charge you by the size of your list.
But there are better ways.
Solution #2: Export The Emails
You probably spent good money or did considerable effort to collect those emails. So why not save them?
One possible solution is to export the “dead” leads to a CVS or text file from your autoresponder BEFORE deleting them. That way you get the benefit of saving money and keep those emails for future use (see How You Can Use The Emails You Collect With Your Website).
Solution #3: Move The Emails to Another List
My favorite solution is to move those “dead” leads to a separate list. Now don’t get tempted and call this email list a “dead list” within the autoresponder… the people on that list may be able to see your list title.
Now that you have your “dead list” that’s not called a “dead list” (I’m serious about the warning, LOL)… you can continue to test this list to see if you can get them to open emails. Make sure you do this from a different FROM email address. That way you don’t contaminate your pristine email address with unopened emails.
Try different subject lines that may grab their attention (see our article on the Top 23 Best Email Subject Lines for Open Rate Results). Experiment with different times of the day.
Now just because they do not open the emails doesn’t mean you can’t still take advantage of this list. Check out my latest article on How You Can Use The Emails You Collect With Your Website to see another use you can have with this “dead” list.
Final Thoughts on How To Improve Email Deliverability
As I discussed you should do regular housekeeping on your email list. Manage the non-responsive leads so you can get your main list at a higher open rate. Email marketing is powerful… but it’s only effective if your emails are getting delivered and then opened.
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