6 Ways to Make Sure Your Email Deliverability Is Not Stagnating Your Outreach Campaigns

Although borderline archaic when put up against more recently developed forms of digital promotion, emails still play a key role in the modern world of marketing. Furthermore, you can expect email marketing to continue defying Father Time for the foreseeable future.

So what makes email marketing such a timeless channel? It’s simple – it has a fantastic ROI. By most measures, the ROI for email marketing is still roughly twice that of other digital channels.

That’s precisely why digital marketers devote a lot of their time to developing and maximizing the nuances of email marketing. How should one gather emails, how subject lines should look like, where to place the CTA, what kind of content should be used? All of these things are subjects of endless debate among the marketing communities.

However, with all the eyes set on these subtleties, a foundational rule of email marketing too often gets overlooked. If your emails aren’t getting delivered, then than this form of marketing is a massive waste of both time and money.

In other words, your email marketing efforts are only as successful as your email deliverability rate.

Email marketing may have a record-breaking ROI, but that's all for nothing if your emails aren't arriving at your prospects' inboxes. Click To Tweet

Today’s text is all about going back to the basics and making sure the emails you send are actually arriving at your prospects’ inboxes. We’ll give you a total of six tips you should apply to every email marketing campaign in order to ensure your messages are not ending up as spam.

So, without further ado, let’s get to the number one tip on our list.

1. Come up with and stick to a strategic sending schedule

Strategic Content Schedule

Random and erratic activity is seldom something you wish to see in a digital campaign of any kind.

Email marketing is no exception to this rule.

Do your best to avoid sending spikes. Instead, attempt to maintain a regular schedule of sending emails, one that the ISP filters will have no issues with.

Always start your email campaign by sending small batches of emails. As these emails are received and opened, your IP will start to prove itself to ISP filters. After that, slowly increase the number of emails and eventually scale to your peak volume.

Keep in mind that there has to be some space between the emails you send. Most tools that help you conduct outreach campaigns have a delay setting, so set that at anywhere between 30 seconds and a minute.

Otherwise, your activity will look suspicious to any ISP or email service provider.

2. Check the validity of email addresses

Check the validity of email addresses

Sending a lot of emails to invalid email addresses will result in a surplus of non-deliveries. Needless to say, this can significantly ramp up the bounce rate and utterly destroy your send credibility.

In order to avoid such a scenario, you need to invest a good bit of time making sure that the email addresses you are outreaching to are in fact correct.

If you’d like to keep email validation quick and effective, take a look at Voila Norbert This great tool has a well-earned reputation for having correct contacts for just about anybody out there.

Voila Norbert


As an additional validation measure, simply remove all inactive recipients from your list from time to time. Do so by filtering out all users who have not opened or clicked your emails in a few months.

3. Do everything in your power to not get marked as spam

Do everything in your power to not get marked as spam

Spam may be a short four-letter word, but it’s the scariest word you can associate with an email campaign.

A spam complaint from multiple receivers of your emails can really throw a wrench into your outreach machinery. Here are some steps you can take in order to prevent things unfolding that way:

  • Personalize your emails – The more you personalize your emails, the more hand-crafted and natural they will appear to the recipients. You don’t want your message to come off as a bulk email.
  • Don’t overdo it with follow-ups! Three strategic follow-ups with a few days in between each is really the maximum you should send.
  • Adhere to anti-spam laws – Make sure you are not violating anti-spam laws such as CAN-SPAM and GDPR. These regulations insist on the privacy of personal data. Make sure people have willingly given you their email address before you contact them.

While the second and third entries are indeed important, at the end of the day, personalizing emails is the key factor to keeping your email deliverability in good shape.

That’s precisely why Outreach Plus is such a valuable tool to have by your side during any outreach campaign.

This tool helps you save bundles of time while making sure every single email you send appears as if it was specifically tailored for each individual prospect.

Email Personalization

All in all, Outreach Plus is a must for any large-scale outreach campaign and, as such, you should definitely consider getting familiar with it before you start sending emails.

4.  Measure the “pulse” of your responses

Measure the “pulse” of your responses

While you may be the one instigating it, remember that a successful email outreach is a two way street of communication.

You should keep a close ear on what the other side has to say.

After the outreach commences, regularly check your inbox for responses. This will tell you a lot about what you are doing well, but also about what you may be doing wrong.

Getting a lot of bounces? Stop the campaign and figure out what’s going wrong before your deliverability takes a hit. Getting complaints? Stop the campaign completely and alter the approach. Getting praises? Optimize what’s working and capitalize on it.

That’s the only way of truly getting the most out of email marketing.

5. Consider your sender reputation

Consider your sender reputation

In more cases than not, the number one reason why your email deliverability is suffering is because of a low sender score.

The aforementioned ISPs automatically reject any emails that fall below a certain score and, if you find yourself below its requirements, rest assured that it will get in the way of you and your prospects.

You can read more about sender reputation over at Spark Post – but as far as the topic at hand is concerned, know that sender scores are calculated by using traditional email metrics such as unsubscribes and spam reports. It has a scale from 1 to 100, so try to come as close to the 100 mark as possible.

If you’re curious about your current score, you can use Sender Score to get this information for free.

6. Set up SPF and DKIM

Set up SPF and DKIM

We’re getting a bit more technical now. SPF is a setting that indicates which mail servers are allowed to send emails on your behalf. It prevents spammers from sending emails from other mail servers while impersonating you.

On the other hand, DKIM adds a digital signature to your emails when you send them out. The emails you send are encrypted and decrypted so that they can’t be changed along the way to someone’s inbox.

While you do not have to be an expert on these two factors, what you need to know for now is that both SPF and DKIM influence your sender score.

If you feel like getting your toes into these technical waters, take a look at Google’s guides to SPF and DKIM. If not, consider hiring an expert to optimize your campaign. And make sure your results are not suffering as a consequence of poor SPF and DKIM.

Great ROI Goes Out the Window if Email Deliverability is Where You Drop the Ball

Email marketing only appears to be simple on the surface. Once you dive into an actual campaign, you are suddenly thrown into a world of constant optimization and adaptation. It’s time-consuming and very challenging – at least as long as you set high goals for your campaign.

There will be so many things you will need to focus on by the time you launch an email marketing campaign that the technicalities should be the last thing on your mind.

Luckily, our short checklist will be enough to make sure anything you or your team sends actually ends up in the intended inboxes.

Just stick to it and you will make sure your campaign gets off on the right foot!


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