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Sevenn Tips to Improve Your Email Deliverability

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Chances are your organization sends out regular marketing emails. But how do you know if they’re getting through to recipients?

According to recent report, “Just over one in five (22%) commercial emails sent globally on the first half of 2013 never made it to the subscriber’s inbox.” Now, that may sound like the odds are in your favor until you wonder if your organization is part of that 22%!

Aside from billions of messages clogging up cyberspace, many end up in spam folders. The report goes on to list the top factors that affect e-mail deliverability.

1. Clean and up-to-date lists have the biggest impact on improving deliverability (58%)

2. Relevance of email to recipients (45%)

3. Reputation of sender (44%)

4. Use of confirmed opt-in data (30%)

Here are some tips to help your email deliverability.

1. Every time someone sends you an updated email address, ensure someone changes it in the database.

2. Check the back end of your email service provider account to download those that bounced or unsubscribed.  Do some research to find updated contact information.

3. If you’re buying lists with dud addresses, advise the vendor. You may be entitled to a credit or refund for those that are invalid. If this happens frequently, change vendors.

4. Segment your email lists and send different versions according to their interests, buying patterns, buying history, etc.

5. Make sure the content you send is relevant and helpful to your audiences. Make it about them.

6. If you’re not using an email service provider and still sending mass emails using your own email account, stop. Your email address may be getting blackballed by many recipient servers. Improve your deliverability by using an email service provider that provides you with the design and sending tools and, more importantly, the results data.

7. Make sure you aren't sending emails to people who haven’t subscribed or opted in. This is SPAM---and sending it frequently will negatively impact your sender reputation, aside from ticking people off.

Do you have any more tips to add?

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A Canadian who relocated to the U.S., Elaine Fogel is president and CMO of SOLUTIONS Marketing & Consulting LLC, a boutique marketing and communications agency located in Scottsdale, Arizona. During her career, Elaine has worked for, and with, many organizations, associations, and businesses, across North America, on marketing strategy and communications tactics.

From her earlier agency career assignments freelance copywriting Procter & Gamble, Nestlé Carnation, and Kraft materials, to “inside” senior-level marketing positions, Elaine’s passion for marketing has evolved to helping clients reach new heights through strategic brand-building, integrated marketing communications, and customer orientation.

She has been a contributing writer for The Business Journal and her articles have appeared in many publications, including the Stanford Social Innovation Review, Marketing News, The Arizona Republic, Advancing Philanthropy, and several association publications. She has been interviewed by CNN, Connect Magazine, and The Capitol Times, and her content was included in Guerrilla Marketing for Nonprofits by Jay Conrad Levinson, Frank Adkins, and Chris Forbes. Nonprofit Consulting Essentials by Penelope Cagney. and Share of Mind, Share of Heart by Sybil F. Stershic.

Elaine is a Faculty Associate at the Arizona State University Lodestar Center for Philanthropy & Nonprofit Innovation and a professional member of the National Speakers Association – she does keynotes and presentations on business and nonprofit marketing, branding, customer orientation, and cause marketing at conferences and meetings.

Elaine’s career has also included stints as a cookbook author, teacher, singer, and television show host. A golf and tennis enthusiast, Elaine is enjoying life in the sunny Sonoran Desert while serving clients across North America.

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