{"id":22650,"date":"2023-12-28T13:28:31","date_gmt":"2022-11-18T18:28:00","guid":{"rendered":"https:\/\/www.bloomreach.com\/library\/how-to-improve-email-deliverability"},"modified":"2025-02-12T15:49:54","modified_gmt":"2025-02-12T15:49:54","slug":"five-email-deliverability-best-practices-that-fuel-engagement","status":"publish","type":"library","link":"https:\/\/www.bloomreach.com\/en\/blog\/five-email-deliverability-best-practices-that-fuel-engagement","title":{"rendered":"How to Improve Email Deliverability"},"content":{"rendered":"

In today’s marketplace, every ecommerce email marketer understands the importance of email marketing<\/a> and email deliverability. It is essential to have a positive IP reputation with your email service provider so that you can develop a strong sender reputation and get the incredible emails you create delivered to your customers.<\/p>\n

But not all email marketers understand specifically how to improve email<\/a> deliverability if it needs improvement or you have a poor sender reputation.<\/p>\n

If you’re looking to improve your ecommerce email marketing<\/a> and ultimately your email deliverability<\/a>, you’ll need to establish a solid plan for success and ensure your team has the resources it needs to succeed.<\/p>\n

Keep reading for our top tips on staying out of the spam folder, keeping your sender reputation up, and keeping the internet service providers (ISPs) happy.<\/p>\n

\"Learn<\/a><\/p>\n

Improve Your Email Deliverability With Solid Authentication Practices<\/h2>\n

Data privacy and ethics are of paramount importance to consumers and businesses alike \u2014 customers want to be assured that the brands they shop with are using their information for its intended purpose.<\/p>\n

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.<\/p>\n

It\u2019s not ethical to use enticing offers and discounts without fully outlining what shoppers should expect from your marketing emails and ensuring total opt-in before you ramp up sending.<\/p>\n

A great way to manage expectations and avoid being flagged down the road is to include different options for opt-in when collecting customers\u2019 data and provide clear instructions for the unsubscribe process. Giving the option to select just deals and discounts, big news, or personalized offers is a great way to put power back into consumers\u2019 hands and establish trust in your brand.<\/p>\n

\"Providing<\/p>\n

Outlining these options up front ensures that more you get more emails delivered to the recipient’s inbox and that spam traps don’t become an issue for your business. Once customers have filled out your form, send over your double opt-in email<\/a>, confirming the customers\u2019 email and info \u2014 as well as making completely sure they want to be hearing from you.<\/p>\n

Avoid Spam Complaints By Keep Healthy and Updated Email Lists<\/h2>\n

Once you\u2019ve started sending your emails, it\u2019s important to keep email list hygiene a top priority for your team \u2014 customer sentiment can change quickly and it\u2019s crucial that you\u2019re emailing folks at the appropriate frequency to comply with both local regulations as well as good business practices.<\/p>\n

Regularly check to avoid spam filters \u2014 looking for email addresses that inaccurate so you can eliminate them from your lists. This ensures you keep your good sender reputation with email service providers.<\/p>\n

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\u2019s important that you identify the reason for the email delivery failure. 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.<\/p>\n

\"Regularly<\/p>\n

Read more about\u00a0<\/em>Soft Bounces<\/em><\/a>\u00a0and\u00a0<\/em>Hard Bounces<\/em><\/a>\u00a0from our partner,\u00a0<\/em>Mailgun<\/em><\/a>.<\/em><\/p>\n

In addition to email addresses that can’t be reached, it\u2019s important to filter out low engagement customers. These customers may be low engagement for two reasons \u2014 one, they\u2019re outliers who are likely weighing down your engagement metrics, or two, they likely don\u2019t want to be hearing from you if they\u2019re never opening, clicking on, or favoriting your emails.<\/p>\n

Let\u2019s dive into what you should do with customers at different engagement levels in the next section.<\/p>\n

Segment by Engagement Rate<\/h2>\n

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.<\/p>\n

For more information on regulations like GDPR and CCPA, check out these blogs:<\/em><\/p>\n