Five Email Deliverability Best Practices That Fuel Engagement
By Megan Warhurst
Jun 15, 2022
11 min read
Five Email Deliverability Best Practices That Fuel Engagement
Table of Contents
Are you looking to take your emails to new heights in 2022? Before you see soaring open rates, you’ll need to establish a solid email deliverability plan and set your team up for success.
Check out Bloomreach’s top tips for fueling engagement within emails.
Establish Solid Authentication Practices
Data privacy and ethics are of paramount importance to consumers and businesses alike — customers want to be assured that the brands they shop from are using their information for its intended purpose. And although it can be tempting to use flashy email address collection techniques without follow-through and authentication, that can lead to larger issues down the line.
It’s not ethical to use enticing offers and discounts without fully outlining what shoppers should expect from your email program and ensuring total opt-in before you ramp up sending.
A great way to manage expectations and avoid being flagged down the road is to include different options for opt-in when collecting customers’ data. Giving the option to select just deals and discounts, big news, or personalized offers is a great way to put power back into consumers’ hands and establish trust in your brand!
Once customers have filled out your form, send over your double opt-in email, confirming the customers’ email and info — as well as making completely sure they want to be hearing from you.
Keep Healthy and Updated Email Lists
Once you’ve started sending your emails, it’s important to keep email list hygiene a top priority for your team — customer sentiment can change quickly and it’s crucial that you’re emailing folks at the appropriate frequency to comply with both local regulations as well as good business practices.
Regularly check for spam or unsendable email addresses and eliminate them from your lists. These addresses pop up rather quickly and you could be wasting precious time and resources by emailing them. Before completely tossing out those emails, it’s important that you identify the reason for the bounced emails. There are two types of bounced emails: hard and soft. A hard bounced email is typically due to a permanent issue, such as an inactive email, while a soft bounced email is a result of a temporary problem, such as a full email inbox.
In addition to unreachable addresses, it’s important to filter out low-engaging customers for two reasons: one, they’re outliers who are likely weighing down your engagement metrics, and two, they likely don’t want to be hearing from you if they’re never opening, clicking on, or favoriting your emails.
Let’s dive into what you should do with customers at different engagement levels in the next section.
Segment by Engagement Rate
Segmenting by engagement level is both a practical way to build your email cadences and also a great way to respect customer interest levels and data privacy concerns. Some regulations, like GDPR, require customers to get less frequent or no emails if they do not engage with your emails for a certain period of time.
For more information on regulations like GDPR and CCPA, check out these blogs:
In practice, segmenting by engagement means that the emails you’re sending and the frequency at which you send them are based on customers' previous opens, clicks, and other interactions (or lack thereof). The more a certain customer interacts with your emails, the higher engagement score they have.
If someone is regularly engaging with your content, you can assume that they want to get almost everything you’re sending out — so segment them into a list of folks who get everything. These folks would likely be great candidates to test out loyalty initiatives and other perks for high-value customers on, as the data has shown they’re invested in your brand.
For customers who occasionally click or open emails, put them on your most “middle of the road” cadence. This segment of customers could likely use more education on your brand, or you can try catchier subject lines to entice them to open and interact with your content.
And lastly, for those customers who haven’t engaged with your emails in quite some time, throw them in a disengaged segment. This segment should be emailed very infrequently to avoid spam marks and breaking privacy regulations. When you do email them, incentivize engagement with clear, value-driven subject lines and offers within the email.
A/B Test Subject Lines, Preview Text, and CTAs
While you’re keeping your different segments and customer groups in mind as you create email content, you can always go one step further and use testing to ensure your content is as effective as possible.
One of the most common types of testing, A/B testing, involves sending different versions of a single email to a small sample of recipients to see how small changes make an impact on overall results. Within emails, there are tons of variables you can test: subject lines, headers, button CTAs, personalization blocks, and so on.
Most of the time with A/B or multivariate testing (where there are more than 2 email versions), email marketers can choose automatic winners and begin mass sending instantly when a winner is selected. This is achieved by setting a metric threshold such as highest open rate, click-thru-rate, etc.
Personalize Your Emails
The best way to fuel engagement? Deliver content worth opening! By including 1:1 personalization within your emails, customers will come to expect that your emails are higher value and worth giving their time to.
There are countless ways to personalize emails beyond just “Hi, First_Name” that will boost engagement, drive loyalty, and increase revenue. Personalization can vary in sophistication — for example, some brands might just use an individual’s name in a subject line, while more advanced approaches include changing the content of an email based on someone’s location or providing unique offers based on what you know about them in relation to your brand.
Wherever your brand is on its personalization journey, Bloomreach can help! Learn more about how we’re empowering top brands to execute personalized e-commerce campaigns.
If you’re interested in learning more about how your company can strategize and scale winning email campaigns with personalization, schedule a personalized demo today to learn more.