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This article will discuss some useful tips for bulk email senders to improve email deliverability, which is the ability to land your emails in the recipient’s inbox instead of being placed in the spam folder or getting blocked outright.
How to Build an Email List
If you use the right way to build your email list, it’s going to be easy and you will have much better results. If you use the wrong way, then you are going to have difficulties. The worst case scenario is being marked as spam and backlisted.
The correct way to build an email list:
- Add a sign-up form to your website
- Set up a landing page (aka squeeze page) and drive traffic to your landing page with PPC (Pay Per Click)
The wrong way to build an email list:
- buy email list
- scrape email addresses on the Internet
Some folks might think it’s Ok to buy an email list if the subscribers agreed to receive communication from third parties. But if you send an email directly to them, they don’t know you are the third-party.
There’s only one way you can achieve good results from a bought email list. You can find it in the tips below. Every tip in this article is important.
Tip #1: Use Multiple IP Addresses with IP rotation.
You don’t want to send a large number of emails from a single IP address. It can easily get your IP addresses banned. You also need to rotate the sending IP addresses to minimize the effects of blacklists. Gmail uses this technique to achieve great email deliverability.
Follow the tutorial linked below to learn how to set up multiple IP addresses and IP rotation for Postfix SMTP Server
Tip #2: IP and Domain Warmup
Domain reputation and IP reputation are the most important factors to achieve the best email deliverability. If your domain has never sent an email before, then you have a neutral reputation. It’s more likely that your emails are going to be placed in the spam folder.
You must warm up the IP addresses. Increase your volume gradually.
Tip #3: Add Your IP address to dnswl.org whitelist
dnswl.org is the most well-known public email whitelist. You can go to the self service page and register an account on the website, then add your mail server information. If you are lucky, your mail server’s IP address might be added to the whitelist.
After creating an account at DNSWL, you should click the DNSWL IDS tab to create an ID. Enter your domain name and verify the domain ownership. Then add your mail server IP address to your DNSWL ID.
Your IP address will not be added immediately to your DNSWL ID. Your change requests must be approved by DNSWL admins. Once approved, your IP address will appear in your DNSWL ID, which means your mail server IP address is added to the whitelist.
Tip #4: Wash Your Email List
Bought an email list from a third party? You should filter out bad email addresses before sending your email campaign. If they are too many fake/non-existent email addresses, then you will have a high bounce rate, which can damage your reputation.
Verify the email addresses with a tool like Truemail or Abstract API to remove undeliverable email addresses from your list.
Tip #5: Use Email Placement Test Tools
There are always things you don’t know (like a particular word in the email body) that can get your email into the spam folder. Test your email placement with GlockApps before sending your email.
Tip #6: Set Up BIMI to Display your Logo
Many email senders have an empty avatar. You will gain more trust and a higher open rate if recipients see your logo in the avatar. Brand Indicators for Message Identification (BIMI) is an emerging email specification that enables the use of brand-controlled logos within supporting email clients.
3 steps to set up BIMI:
- For the brand’s logo to be displayed, the email must pass DMARC authentication checks, ensuring that the organization’s domain has not been impersonated.
- Produce an SVG Tiny PS version of your official logo
- Publish a BIMI record for your domain in DNS
Tip #7: Create a Schedule for Bought Email List
If your entire email list is bought from others, you are gonna have a hard time achieving good results in email marketing. Usually, you can see good results on the first day, but it will quickly turn bad on the second day. The spam rate for a bought email list can be anywhere between 8% ~ 20%. Such a high spam rate will damage domain reputation.
If you buy an email list, you need to mix the bought email list with your own email list. This is the only way you can achieve good results from a bought email list.
- Make sure your existing email campaign is working well (very low spam rate of < 1%).
- You need to add the bought email list to your existing email list slowly. For example, if you bought 1 million email addresses, then you should add 1k email addresses each day to your existing email list.
- If you can buy a targeted email list, that’s better. For example, if you want to send weight loss emails, then you should buy an email list that is interested in weight loss.
Tip #8: Use Sub-domain
If your main domain name reputation is damaged, you can use a sub-domain to send emails. sub-domain inherits some of the reputations from the main domain, but not all of it.
Don’t forget to create DNS A record for the sub-domain.
Tip #9 Don’t Use Several Domains
Some folks like to use several domains to send emails, thinking that if one domain is blacklisted, they still have another working domain. Well, if Gmail can catch one domain, it can also catch all of your domains.
Don’t send emails from one domain but the links are redirected to another domain. This is a red flag for spam.
Tip #10: Use Emoji in the Subject Headline
Nowadays, it’s common for a person to receive so many emails every day. Your email will stand out if you add a simple Emoji in the subject headline. You can go to emojipedia.org to find emojis to use in your email. Simply copy an emoji and paste it into your email subject line
Tip #11: Design Interactive Emails (AMP Email)
AMP email is a technology that allows you to Embed website/application functionality into emails. Users can purchase your product without leaving the email. It’s a super powerful tool to increase engagement and conversion rate.
Benefits of Interactive Emails:
- App-like experience in email
- Dynamically updated content
- Delightful user experience
- Increase engagement and conservation
- Custom-tailored content/never stale
Note: AMP Email currently works only in the following email clients. You need to provide a fallback HTML email for other email clients.
- Gmail
- Yahoo
- mail.ru
- FairEmail
AMP Email Use Cases:
- Calendar Booking
- E-commerce shipping notification
- Review & Surveys
Conclusion
That’s it. I hope you find this article useful for your email campaign.
