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How To Make Sure Your Emails Actually Get Read
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When you are selling online, emailing is a huge part of what you do.
If people aren't getting your emails, you're 'dead in the water'.
There are some reasons why your email might not make it to who you wanted it to...
so today I want to talk about optimizing your emails for deliverability.
Why your email might not make it
There are some reasons why your email might not make it to who you wanted it to.
The email server could be down
The email address could be invalid
And worse of all, it might be filtered
When an email is not received because the server is down or the address is invalid you are notified of its lack of delivery.
When an email is filtered, you have no idea if your email actually made it through or not.
There are a few huge factors that affect filtering:
Company Reputation 77%
Those are the top three factors a spam filter searches for when filtering emails and deciding if your email is spam or not.
Another option is an auto responder server.
Make sure you're not sharing the server. You don't want to be associated with spammers (if in doubt, ask your autoresponder provider).
A great way to find out what exactly filters search for when filtering emails, you can take a look at your own junk folder and look for common elements.
Be sure to keep those elements away from your marketing emails.
You definitely don't want to look like spam
When sending out emails to your marketing lists you definitely don't want to look like spam.
There are some easy ways to keep yourself from appearing like a spammer.
Always include a 'from' line
Do not use excessive punctuation
Don't send attachments
Don't sentence in ALL CAPS
These are the top tactics that most spammers use to get attention and make people read their emails.
Auto-Filters aren't the only way that your emails might be blocked from being put in the inbox and admitted straight to the spam folder.
Users can also make changes to their filters to block:
Specific email addresses
Specific words or phrases
Links or images
Addresses not in their address book
There are also different types of filters called Trained Content Filters.
These filters learn from user selections and create their own schemas that figure out what is unwanted according to their users.
What exactly does 'getting white-listed' mean?
When someone's email is white listed, it means that your emails will always make it through no matter what "spam filter" rules you break.
In other words, getting white listed means you have to make your potential customers want to see your emails.
Make your emails so good that your customers NEED to read them.
Ask them to white list in your email verification
Make sure they white list you by making them know that they NEED to see your emails
Create value with your emails
Let them know tha you are going to take care of them:
- with your personal support
- by sending them free offers, coupons or freebies.
It really depends on your niche.
Your subject line
Many people decide whether or not they're going to read an email by the subject line.
Your subject lines need to catch the eye, but also establish trust with the recipient.
Make your emails look personal.
These emails have the biggest impact and ensure the best deliverability.
Nowadays most autoresponder providers allow you to A/B test your subject line.
You can write two different subject line and send them to a small portion of your list to see which one gets more openings and engagement.
After that first test, the autoresponder provider will automatically select the 'winner' and the best performing email will be sent out to your entire list.
(In case you are interested, for my email marketing I'm using
How to make sure your emails actually get read
Once you make sure your emails are making it to the customers, you need to make sure your emails actually get read.
Remember, your subject line is the first thing that they see, meaning it is the most important part of your email.
It will make or break the buyer's decision on whether or not to open your email.
Try to form a relationship with your list because a relationship is a key to making sure your emails are actually being read and not being sent straight to the trash can.
Talk like you would do with a friend.
Provide ways to encourage your readers to get in touch with you (on socials, by hitting reply to your emails, by providing a link to your website, ...)
... and then reply back!
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© 2017 by Marisa Specogna