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Nine Ways to Improve Your Email Deliverability

by Carol Stott  |  
August 14, 2014

HTML... I have a confession: I don't even know what it stands for. But do marketers need to speak geek? Do you know your DKIM from your Kim Dotcom? Does thinking about SPF give you ADD?

Surely email marketing is like driving a car: You don't need to know how it all works, you just use it. It's simple: Choose your list, craft your message, send it into the world, and track the results.

Except when it breaks down and then you wish you knew a bit more than the basics! And email marketing can break down, including at delivery, when your beloved newsletter gets mistaken for spam.

Spam filters are here to make our lives better. But as marketers we feel frustrated if they block our emails. Using an email marketing application to be professional is a commendable step, but it's also good to know how to "pimp your ride," or fine-tune it, to get the best results.

Let's take a quick look under the hood of email delivery.

Four Ways to Get Your Spam Score Low Like a Pro...

mechanic under car

1. Tag it

An alt tag is used when the reader cannot view the image in their mailbox (if their email client blocks images, for example, or if the person is visually impaired). It is a description of the image in HTML code (that word again!) shown when the image isn't displayed.

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Carol Stott is international product manager at Mailify and a creative strangely attracted to the geek side of things. She also writes for the Mailify blog.

LinkedIn: Carol Stott Legrand

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  • by Bill Kaplan Thu Aug 14, 2014 via web

    Nice overview of some of the ways companies can improve their deliverability but this article is missing the most important factor that affects one's overall deliverability: the cleanliness of the underlying list.

    90%+ of deliverability problems stem from hygiene problems with the underlying list. Fortunately, there are simple, cost-effective solutions available today to help block (or remove) problematic addresses from your database, correct hygiene errors, and validate the deliverability of every email address BEFORE you message these. Email hygiene, correction, and validation solutions are available in real-time (i.e. for POS, call center, and web site registrations), automated batch (i.e. 24x7x365) for uploading files whenever you want, and full service (i.e. to do one-off cleanses of your entire file).

    Keeping one's file fresh and clean IS the panacea for deliverability problems. If you're not already cleaning and updating your registrations before they get into your marketing database, start doing this today and make your deliverability worries and issues a thing of the past. It really is that simple.

    Bill Kaplan

  • by Justin Thu Aug 14, 2014 via web

    Great info and a fun read! Thank you

  • by Nik Mon Sep 8, 2014 via web

    Hahah a great article and some very funny things! I too have not much of a clue with all the technical lingo, and I firmly believe that if you want a job done right, DON'T DO IT YOURSELF! I work with e-blasting and they help me with every aspect of my email marketing.

  • by Home Income Seeker Fri Oct 17, 2014 via web

    Great article...

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