Email Deliverability

Email Deliverability: A Guide to Email Marketing Best Practices

Email deliverability can be a bit daunting at times. With email filtering obstacles and federal regulations, email marketing can seem complicated. However, avoiding these obstacles may be easier then you thought. Follow these simple email marketing rules from our email team to ensure your email campaign receives a positive response.

Subject Line Know How

First and foremost, email campaigns should always use a subject line that’s straight forward, not misleading. The subject line should be 100% relevant to your email’s content. Avoid using spam words in your subject line like: FREE, fast cash, Act now! Avoid using all caps, exclamation marks, and dollar signs, as these symbols and words often trigger spam filters.

For a complete list of spam words to avoid in your subject line, click HERE.

Image Sense

Email marketing campaigns should include both an ‘HTML’ and a ‘text’ version. This way, if the email provider filters images, the recipient will still receive the full text version of the email campaign.
Avoid using too many images in your email.® recommends the 80/20 rule. This means, use 80% text & 20% image. Remember to use ‘alt tags’ for your email images. An alt tag gives the viewer a full description of the image, even if the image is not viewable. This is helpful for email recipients who have an email provider they does not automatically load images. Learn more about adding alt tags to your email HERE.

CAN-SPAM – Can do’s and can dont’s

Ensure your email is CAN-SPAM compliant. Read more about CAN-SPAM compliance rules HERE. Generally, CAN-SPAM compliance includes a few no-brainer rules like:

  • Include an actual street address within your email.
  • Offer an unsubscribe link in your email campaign.
  • Make sure you have a ‘From’ email address that accurately reflects your business, and not a reply email that seems spammy like:
  • Most importantly, remember to remove any recipients who request to be unsubscribed – right away!

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