Deliverability: make sure your emails don't go to Spam

Picture this:

📩 You're sending an email campaign. You’ve crafted the perfect text, spent hours on a beautiful design, and you’ve sent multiple test emails to ensure the email is perfect ⭐️.

But then, your email does not even make it to your customers’ inboxes 😰!

Deliverability represents your sent emails being delivered to your recipient’s inbox as intended. 

Bad deliverability is a common problem, with many emails not making it to mailboxes and many more being marked as spam. Whether you drive revenue from email, or have goals for new customer acquisition, engagement, or retention, paying close attention to your email deliverability is key. Here's a few tips on how to improve your email deliverability:

Your Health Score is a predictive score for monitoring your mail health. It is measured by analysing different sending factors from your bounce rate to the relationship you have with your recipients. Every sender receives a score between 0 and 100. If you are under 80, we recommend you take action to change this, following the tips in this guide.

NOTE: Please reach out anytime to support@activitystream.com to request your Health Score.

People who never open your emails are dragging down your health score. To counter this, we suggest periodically sending out a few campaigns to ask subscribers to confirm whether they still wish to receive your emails, or indicate their mailing preferences. And those who don't answer? You guessed it. Unsubscribe them. 

On our end, we will automatically unsubscribe all the invalid emails, or "hard bounces", from a sent campaign.

It’s very important that you only send marketing emails to recipients that have provided explicit permission for you to do so. This means you should only send to opt-ins and never buy a list, as doing so will likely get you sent to Spam. Effective use of segmentation will almost certainly boost your email deliverability. By segmenting your lists on Activity Stream, you can ensure the subscribers receiving your email are receiving the most relevant content that is personalised to their needs, and thus will open it and not send you to Spam. For this, we suggest you send campaigns to segments and use merge tags, conditional tags, and more.

Too many emails can burn your subscriber list. Too few emails can drag your revenue and engagement down. The only way you can find the right number of emails per month is by testing what works (check unsubscribes, try different cadences, etc.). Also, once you have found your email sending schedule, stick to it. Random and erratic activity can create sending spikes and lower your score.

Effective use of segmentation will almost certain boost your email deliverability. By segmenting your lists on Activity Stream, you can ensure the subscribers receiving your email are receiving the most relevant content that is personalised to their needs, and thus will open it and not send you to Spam. For this, we suggest you use Activity Stream tags, merge tags, and conditional tags.

Reach out to us at support@activitystream.com with any questions!