To make sure your email delivers well in the inbox of your subscribers, it’s important to work on the deliverability of your e-mail. 

Here are four main points to keep in mind to improve your overall email deliverability: 

1. Sending habits

Make sure you make use of a certain timing / consistency when sending out your emails. By this we mean that if you send 2 emails a week, make sure you have two dedicated sending days for example every Monday and Thursday. Of course this can change in months where there are promotions / actions.  Having a consistent sending schedule creates credibility with your subscribers and has a positive impact on the open rate and CTR. 

2. Who you send to 

At the beginning it’s important to ‘warm up’ your account which you can do by sending out to your engaged segment. By warming up your account you avoid that  your emails end up in the SPAM folder. With engaged segment we mean a segment of people who opened your emails in the last 30 days. You can then gradually expand this segment to 60 days. Besides that, it’s also important to send out emails that are relevant for your receiver, so think about this when you send out emails to your whole email list. From the moment you see that your deliverability is going down make sure to start sending out again to your engaged segment. Keep this going for a couple of weeks (depending on how many emails you send out on a monthly basis). 

3. Content of your email

An emailprovider scans your content to make sure you are not SPAM. This is based on several metrics for example: is your email not too long, is the file not too heavy (max. 100 KB) etc. 

4. Sending infrastructure

To have a healthy sending infrastructure you need to implement a dedicated sending domain and implement a DMARC authentication in your records. By using a dedicated sending domain you can send out emails from your brand’s domain. 

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It’s also important to regularly clean your subscriber list, which you can do via a sunset flow. Via this flow we are going to target subscribers that are no longer engaged with our emails to see if we can trigger them to be engaged again. If not, we will suppress their profiles. By suppressing their profile we ensure that we will no longer approach them with our emails and that we will no longer pay for them.  

Finally, it’s important to make it easy for subscribers to unsubscribe, even though it may seem counterintuitive. Why? Well if someone is not engaged / interested in our emails anymore, it’s better to lose them so they don’t have a bad influence on the overall deliverability of our account. Therefore don’t make it too difficult for them to unsubscribe. . It’s also a best practice to make the button to unsubscribe a bit bigger in your sunset flow emails because they are already less engaged when they come in the flow. 

Still have questions or looking for a new email strategy? Read here about the importance of email marketing. Besides that, as a golden Klaviyo partner we are more than happy to help you with an introduction to Klaviyo and see how this platform can help grow your business!