Email Best Practices To Improve Deliverability

You’ve got your audience list built, your email flow steps are setup for success and you’re itching to press send and see the opens and clicks come flooding in from what’s sure to be another amazing email program.

But the success of your email campaign all hinges on one thing — your email actually making it to your subscriber’s inbox. Below are some tips on how you can optimize your email deliverability.   

Deliverability is the single most important aspect of your email program. Without ensuring that your email makes it to your subscriber’s inbox – your catchy subject line and your beautifully designed email won’t stand a chance.

So what can you do to make sure your Marketo email won’t get blocked on its way to your subscribers? Take a look at these 5 best practices to improve your Marketo email deliverability and optimize your business results.  

Respect your audience list

This one is pretty obvious, if you want to improve email deliverability, only send to recipients who have opted in to receive your email communications. Respect your subscribers’ inboxes and they won’t mark you as spam, affecting your future deliverability.

Keep your HTML clean

Email deliverability will give preference to text versions. So you want to make sure if you’re sending an HTML version that your code is very clean. Keep HTML tags properly closed, make sure your code includes a <title> tag, and always add a text version to ensure readability.

Consider the subject line

Reread that subject line a few times and remove any ALL CAPS words, excessive punctuation and spammy words (think FREE, limited time, act now, etc) so your emails don’t get blocked on their way to the inbox.

Pay attention to email body content

It’s not just your subject line content you need to pay attention to. Make sure you’re also following general best practices for your content in the body of your email. Keep font size between 8 pt and 14 pt. Don’t use the same key words in a row. Do a thorough spell check for misspelled words.

Keep your images proportionate to text

The highest deliverability rating is always going to be a text email. But, we obviously want to show off our design skills! Try to keep to a 70 / 30 percent ratio of text to images. Be mindful about how many images you include, keep flash media and embedded images to a minimum, and don’t attach files to your emails.

Overall, successful email deliverability relies on a careful adherence to best practices. It also depends heavily on the reputation and email authentication of your email sending platform. Marketo in particular is optimized for email deliverability and reputation management. Marketo also offers advanced email deliverability packages for customers who need even more reputation management capabilities.

Leadous’ proven email deliverability package addresses everything from templates, to delivery monitoring and reporting. If you’re looking for guidance on how to make sure your emails are making it to your subscribers’ inboxes or have questions about Marketo’s email deliverability, contact Leadous and let us lead you!

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