{"id":6866,"date":"2023-01-16T21:43:00","date_gmt":"2023-01-16T19:43:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6866"},"modified":"2024-01-09T16:42:09","modified_gmt":"2024-01-09T14:42:09","slug":"how-to-improve-deliverability-in-email-marketing-to-reach-the-inbox","status":"publish","type":"post","link":"https:\/\/masterbase.com\/en\/como-mejorar-la-capacidad-de-entrega-en-email-marketing-para-llegar-a-la-bandeja-de-entrada\/masterbase\/","title":{"rendered":"How to improve email marketing deliverability to reach the inbox"},"content":{"rendered":"<h3><\/h3>\n<p>If your emails are landing in the spam folder, improving deliverability should become your priority.<\/p>\n<p>Only by reaching your recipients' inboxes will you have the opportunity to engage your audience and drive sales from your email marketing campaigns.<\/p>\n<p>A few tips to improve deliverability<\/p>\n<h2>1. Assess your situation<\/h2>\n<p>Before anything else, it is best to analyze the situation you are in. Based on this analysis, you can decide what to do next.<\/p>\n<p>Start by checking your deliverability and evaluating the quality of your list and the results of your latest campaigns.<\/p>\n<p>After reviewing these areas, you should know:<\/p>\n<ul>\n<li>If your emails are landing in the junk mail folder among all email providers<\/li>\n<li>If you are included in any of the main black lists<\/li>\n<li>If your authentication (SPF, DKIM, DMARC) is correctly configured<\/li>\n<li>How engaged your contacts are.<\/li>\n<li>What percentage of your contacts are inactive.<\/li>\n<li>What percentage of your contacts unsubscribe or mark your emails as spam.<\/li>\n<li>How your results compare to email marketing industry benchmarks<\/li>\n<\/ul>\n<h2>2. Remove your IP from email blacklists.<\/h2>\n<p>If your emails are going to the spam folder, there is a good chance that they are blacklisted. The major email providers look at the most reputable blacklists when evaluating the quality of emails sent to their users.<\/p>\n<p>If you have found your IP address or mail domain on any of the major blacklists (you can check with reputation management tools such as MxToolbox), you can contact the list administrators. Ask them for help and advice on how to improve your mailing practices; you will find that they will often be happy to provide additional guidance.<\/p>\n<p>If you don't change your processes and how you run your email campaigns, you may end up on that list again.<\/p>\n<h2>3. Create a unique brand identity<\/h2>\n<p>Having a strong and unique brand identity can help you increase your recipients' engagement with your emails.<\/p>\n<p>And since engagement is an important element of email deliverability, using your own custom domain to send your email campaigns (as opposed to free email domains like Gmail) is key.<\/p>\n<p>Also use consistent email fields (From, Name and Address) in all your campaigns.<\/p>\n<h2>4. Make sure your emails are properly authenticated.<\/h2>\n<p>Another thing that often causes delivery problems, and that can be easily solved, is related to authentication.<\/p>\n<p>Internet Service Providers (ISPs) such as Gmail or Outlook may reject or filter your emails in the spam folder if they look suspicious.<\/p>\n<p>This is related to who you are, how you are sending your emails and what is inside them.<\/p>\n<p>Here's what you can do if you want to be seen as a reliable sender:<\/p>\n<p>Send your emails using a company domain instead of a publicly available free email domain (such as Gmail or Comcast).<\/p>\n<p>It uses the appropriate authentication protocols, such as Domain Key Identified Mail (DKIM), Sender Policy Framework (SPF), Domain-based Message Authentication, Reporting and Conformance (DMARC) and Badges for Message Identification (BIMI).<\/p>\n<h2>5. Reconnect less active contacts<\/h2>\n<p>In the process of evaluating your recipients' engagement (step 1), you may have identified subscribers who have recently become inactive. For example, people who have not opened or clicked on any of your emails in the last three months.<\/p>\n<p>Since this group may still have commercial potential, you should try to recover it. The most popular way to do this is to run a recovery campaign.<\/p>\n<h2>6. Clean up your mailing list<\/h2>\n<p>List hygiene is an important part of email deliverability.<\/p>\n<p>For your list to be considered hygienic, you must eliminate dead weight and involve those who are continuously active.<\/p>\n<p>Since in step 5 we talked about re-engaging contacts that still have business potential, you should now look at those that you should consider removing from your lists.<\/p>\n<p>Here are two segments we have in mind when we say dead weight.<\/p>\n<p>The first consists of people who specifically said they no longer want to receive mailings from you, or that their email addresses generated a bounce. They should be removed from your list immediately, no matter how large that segment is.<\/p>\n<p>The second group is made up of people who have not interacted with your communications in a long time (a year or so). Most of the time, these contacts have no commercial potential. But they represent a big risk to your deliverability.<\/p>\n<h2>7. Offer options to your recipients<\/h2>\n<p>Here's another way you can decrease your mailing list churn and improve deliverability: offer your subscribers a choice!<\/p>\n<p>Marketers have long known that they should personalize their customers' experience. But they rarely do that when it comes to the frequency and content of your email marketing campaigns.<\/p>\n<p>If you want to offer a better experience, consider creating a preference center or including additional checkboxes on your web forms that will allow your contacts to express their email preferences.<\/p>\n<p>You can also include it on your unsubscribe page so that your customers have the opportunity to unsubscribe instead of unsubscribing from your email subscription.<\/p>\n<p>This step may seem difficult to implement and maintain, but it gives you the opportunity to keep your customers engaged for longer. Plus, you give them the feeling that they are in charge, which in turn can improve the way they perceive your brand.<\/p>\n<h2>8. Facilitates unsubscribing from your list<\/h2>\n<p>This may seem counterintuitive, but people unsubscribing from your list is not a big deal. Why? Because that means they're actually receiving your emails, they're just not interested in them.<\/p>\n<p>The problem starts when they don't unsubscribe, but a) filter your messages into the spam folder or, worse, b) report them as spam.<\/p>\n<p>When it comes to handling spam complaints, the situation is a bit more difficult because it requires changes in several places.<\/p>\n<p>First of all, you should review your subscription process and make sure everything is transparent and clear. Your contacts should fully understand what they are signing up for and what content you will send them. Add this information to your landing pages, web forms, thank you pages and in the footers of your emails.<\/p>\n<p>Secondly, you should make it easy to unsubscribe from your list. In most cases, it is sufficient if the unsubscribe process does not require additional steps, such as logging into your platform, and the unsubscribe link can be easily found in your emails.<\/p>\n<p>That's all for now. We will continue to provide more tips, as the list is long.<\/p>\n<p><a href=\"https:\/\/ebook.masterbase.com\/guia-de-la-entregabilidad\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" style=\"width: 640px !important;\" src=\"https:\/\/out.filebunker.com\/I1011\/63c7206e98d1740019f6b238\/yuihehobs04r2lh0pktfdt99nruh3cyuv1tdnpdvokeh58r6yivhk9xveo7gn6hq\" width=\"640\" \/><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>If your emails are landing in the spam folder, improving deliverability should become your priority.<\/p>","protected":false},"author":239642484,"featured_media":7213,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[1405],"tags":[1414],"class_list":["post-6866","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-email-marketing"],"yoast_head":"<!-- This site is optimized 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