Every email that an email Marketer sends must clear a number of hurdles before it is delivered to the intended member.

The first hurdle as a Marketer is delivery. Just like a consumer's credit score, your sending reputation has a sending score.  Email engagement such as clicks open and spam complaints can contribute to your email sending reputation.  

As a Marketer you want to ensure that you are looking at the following;

1. Authentication
   
   
   
   
   Is your domain authenticate? When you authenticate your domain, you certify that you’re really who you say you are. The technical method in which an ISP [Internet Service Provider] verifies the true identity of an email sender and proves that you are a valid sender. Ensure you have - set up;
   • SPF - Sender Policy Framework
   • DKIM - DomainKeys Identified Mail
   • DMARC - Domain-based Message Authentication, Reporting & Conformance
   • BIMI - Brand Indicators for Message Identification
     
     
2. Reputation
   
   This is your sending score assigned to your email domain by ISPs. The higher your score, the more likely your emails will be delivered. Never send to purchased lists, buying list will put your sending reputation at higher risk of sending to spam traps or honeypot traps. Sending to a purchased list can increase your chances of being blacklisted. 
   
   
3. Content Quality
    
   
   Scoring algorithms grade your content quality to determine if your emails are valid or spam. Your sender score is impacted by the quality of your content. You will want to avoid sending the same, repetitive content. Sending relevant content to your members will help increase your open and click rates. Reviewing your benchmark metrics reviewing where you stand with your deliverability rates with inbox placements, bounces, and unsubscribes. 
    
   Optimizing your subject lines using personalization and avoid using 'spammy' words.
    
    

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   EMAIL DELIVERABILITY BEST PRACTICES

   
   
   
   
4. Data Quality
   
   Ensuring your data is up to date and scrubbing of invalids and known bounces will keep your deliverability score from being impacted.
   Maintaining Data Hygiene is one of the best practices of Email Marketing. Do a reactivation program using Adestra's Automation, remove invalids, and any non-engaging members.

REVIEW HIGHROAD'S DELIVERABILITY TOOLKIT

Everything you need to understand and optimize your email deliverability rates. Download best practices cheat sheet. Understand email delivery benchmarks. Get insight from our deliverability specialist on common issues association marketers experience.
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