Post by Chris Arrendale
Optimizing email campaigns for deliverability is always challenging and is a top priority for most marketers. In this post we’ll review step 3 of getting to the inbox by giving insight on how to design and optimize your email content for high deliverability. There is no content “silver bullet” that will get your emails past ISP content filters, but there are things that you can do to help improve inbox placement.
First, pay attention to the email content’s text-to-image ratios and make sure you are designing email campaigns to be readable with images turned off. Always optimize the creative for mobile devices as well. Many recipients will spend less than 2 seconds reading an email, so make sure that the content is “actionable” within the first few seconds. Branding both the sending domain and the URLs are important from not only a recipient’s perspective (trustworthiness), but also from a deliverability perspective. Setting up the proper domain authentication, as well as branded links, can help build up reputation.
Ensuring that there is a matching plain text alternative is essential to passing certain content filtering criteria for both B2B and B2C senders. We always recommend reviewing the plain text version to making sure the text matches and formatted properly. URL shorteners can possibly cause email deliverability issues with your content. Many URL shorteners, such as bit.ly, goo.gl, etc., are often listed on block lists due to the fact that a phishing URL could be placed behind the URL shortener. URL shorteners are great for social media, but bad for email content.
Lastly, don’t hide the unsubscribe! Some marketers will decrease the font size of the unsubscribe verbiage, as well as change font colors, to make it more difficult for the recipient to unsubscribe from the email. This could be a possible deliverability problem. If your email recipient wants to get off the list, they will do so by clicking the “Abuse” or “Report Spam” button. An abuse complaint is much worse than an unsubscribe.
In the next post we’ll discuss our final step of getting to the Inbox – Maintain. Our focus in that post will be to provide insight on how to maintain good deliverability metrics will get you into the Inbox.
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