What are the best practices for dealing with deliverability issues after a major email campaign?

Dealing with deliverability issues after a major email campaign is crucial to maintain a positive sender reputation and ensure that your future emails reach your intended recipients’ inboxes. Here are some best practices to follow:

  1. Monitor Email Deliverability Metrics:
    • Keep a close eye on key deliverability metrics such as bounce rates, open rates, click-through rates, and spam complaints. These metrics will provide insights into the health of your email campaigns.
  2. Identify the Root Cause:
    • Analyze the data to determine the root cause of the deliverability issues. Was it due to a sudden increase in email volume, a change in your email content, or a problem with your email list quality?
  3. Review Email Content:
    • Review your email content for potential issues. Ensure that your subject lines and email body text are not triggering spam filters. Avoid using excessive capitalization, excessive exclamation marks, or words commonly associated with spam.
  4. Check List Quality:
    • Scrub your email list for invalid or outdated email addresses. High bounce rates can harm your sender reputation. Use email verification tools to clean your list regularly.
  5. Warm-Up Your IP Addresses:
    • If you sent your email campaign from a new IP address, make sure to warm it up gradually by sending low-volume campaigns initially and gradually increasing the volume over time. This helps build a positive sender reputation.
  6. Authenticate Your Emails:
    • Implement SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) authentication protocols to prove the legitimacy of your emails. This helps prevent phishing and spoofing.
  7. Manage Unsubscribes and Complaints:
    • Make it easy for recipients to unsubscribe from your emails and honor unsubscribe requests promptly. Monitor spam complaints and take action to address any issues causing them.
  8. Segment Your List:
    • Send targeted emails to specific segments of your list based on user preferences and behavior. This can improve engagement and reduce the likelihood of your emails being marked as spam.
  9. Maintain Consistency:
    • Maintain a consistent sending schedule and frequency. Sudden spikes in email volume can trigger spam filters.
  10. Use a Reputable Email Service Provider (ESP):
    • Choose a reputable ESP with a strong track record of deliverability. Many ESPs have built-in tools and features to help improve deliverability.
  11. Engage Subscribers:
    • Encourage recipients to engage with your emails by including compelling content and calls to action. Higher engagement rates can positively impact your sender reputation.
  12. Monitor Blacklists:
    • Regularly check if your IP address or domain is on any email blacklists. If you find yourself listed, take steps to address the issue and request removal.
  13. Feedback Loops:
    • Set up feedback loops with major ISPs (Internet Service Providers) to receive reports on email complaints. Use this information to identify and remove problematic subscribers.
  14. Test Emails:
    • Before sending major campaigns, run tests with email deliverability testing tools to check how your emails are likely to perform with different email clients and ISPs.
  15. Document and Learn:
    • Keep records of your email campaigns and their outcomes. Use this data to learn from past mistakes and continuously improve your email deliverability strategies.

Remember that improving email deliverability is an ongoing process. It requires continuous monitoring, testing, and adjustment to adapt to changes in the email landscape and your audience’s preferences. By following these best practices, you can maintain a strong sender reputation and ensure your emails reach the right inboxes.