Scribd
Upload
25 views

Email Marketing Foundations - Lesson 6 Study Guide

Uploaded by

ma.magtesyan
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
25 views

Email Marketing Foundations - Lesson 6 Study Guide

Uploaded by

ma.magtesyan
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 4

Email Marketing Foundations:

Email Deliverability
Study Guide

Section Overview

Deliverability is the practice of increasing the amount of email delivered to the


inbox and reducing the amount of email marked as spam or undelivered by
gateways. Globally, about 1 in 5 messages do not reach the inbox.
In this lesson, you will cover how audience targeting works and why it should be a
crucial part of your email marketing strategy.

Objectives and Learning Outcomes

By the end of this lesson, you will be able to:

• Understand the concept of deliverability


• Discuss ways to increase deliverability
• Identify ways of overcoming deliverability problems
• Explain the benefits of delivering mobile-first emails

Key Takeaways:

Understand Deliverability

• About 20% of email messages are blocked at the gateway. The incoming
email server based on running spam protection looks at black lists and
evaluates the messages based on those spam protections.
• Sender policy framework allows you to be trusted as a sender. This increases
the deliverability by:
o Increasing your trustworthiness to the receiving email server.
o Verifying the domain name against the associated IP address.

1
• Factors that limit deliverability are:
o Email bounces
o Unopened emails
o Spam complaints
• Ways to overcome deliverability issues are:
o Validate the email addresses
o Remove subscribers with a long history of never opening or clicking on
an email
o Send an email to your subscribers with a chance to resubscribe or to
opt-out
o Segment and send emails to your most active subscribers

Improve Deliverability with Email Preview

• Email consumption on mobile devices has increased annually (66%) and far
outweighs the consumption of email on desktops or through free email
services.
• This means that companies need to take mobile usability and mobile delivery
seriously.
• Email service providers and other third parties that assist with email
campaigns offer inbox preview tools.
• This will show the preview of what your email will look like as it is delivered.
• You need to test your message in different email formats and see what the
preview will look like on different mobile devices.
• You should check how the email will look on different free mail services like
Yahoo, Gmail, or other free mail services.
• You can also look at your analytics within an ESP to know which devices
people use to receive the email.

Overcoming Deliverability Problems

• An email client is a program installed on a device that manages email. Apple


mail on iOS devices and Outlook are examples of an email client.
• A freemail service is a web-based program to manage email. Gmail, Yahoo
Mail and iCloud are some examples of a freemail service.
• Deliverability is an issue with Gmail’s tabbed inbox.

2
• Gmail divides email that is received into three tabs:
o Primary: Personal and professional email from known senders and
those that are listed in the address book
o Social: Updates from social sites
o Promotional: Promotional or mass emails
• Most users look at their primary email and may never click on the additional
tabs to see what advertisers are emailing to them.
• This makes a substantial problem for advertisers trying to reach their Gmail
users.
• Delivery rates thus decreased significantly especially for those sending
promotional emails.
• To increase your deliverability, ask your Gmail users to change their settings.
Then the email will show up in their personal tab and not the promotional
tab.

Focus on a Mobile-First Delivery

• In a mobile-first delivery, important design items need to be considered.


o Use single-column layouts.
▪ Campaigns should provide a good layout that will work evenly
well.
o Design to make your call-to-action buttons tappable
▪ Buttons on a mobile delivery design must be 45 pixels or greater
to provide maximum usability for your receivers.
o Visual separation between elements
▪ High contrast formats work best, with clear visual separation
between elements.
▪ The best emails provide larger text styles that make it easy to
scan the content.
• Things to avoid when delivering a mobile campaign are:
o Small text and unresponsive design
o Too many graphic elements
o Multiple color combinations or low-contrast elements
• Some of the best practices for delivering a mobile campaign are:
o Present clear brand and header information
o Use short, concise titles

3
o Present clear and distinguishable call-to-action buttons

You might also like