Maximizing email deliverability: A quick route to success

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Email is still a great way for B2B businesses to reach potential customers. But it's not just about writing good emails. It's also important to make sure they get delivered. This is where email deliverability comes into play.

The success of your email marketing campaigns depends on email deliverability. If you follow these tips, your emails are more likely to reach the right people and get a response. This will help you meet your marketing goals. 

To improve your email list, use double opt-in and create engaging content. Optimize email design, monitor metrics, and maintain sender reputation. 

1. Quality Email List

The foundation of good email deliverability starts with having a high-quality list. To send someone an email, you must get their permission first. This means they need to opt-in or subscribe. Don’t buy or use old or irrelevant email lists. 

To grow your list, concentrate on attracting interested and engaged subscribers. They are more likely to open and interact with your emails. To improve your sender reputation and get your emails delivered, keep a clean email list!

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2. Double Opt-in

Make your email list more secure. Use a double opt-in process for verification. Subscribers have to click a link sent to their inbox to confirm their email address. 

This makes sure the email address is real and shows the person wants it. It also lowers spam complaints. Double opt-in improves your email list’s quality, delivery, and reputation.

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3. Segmentation

Demographic Segmentation

Segmenting your email list based on demographic criteria such as age, gender, location, or industry can help you tailor your email content to specific audience segments

Learn what different groups like and adjust messages accordingly. This level of personalization enhances engagement and increases the likelihood of conversions.

Behavioral Segmentation

Analyzing the behavioral patterns of your subscribers can provide valuable insights for effective segmentation. Consider segmenting based on past purchase history, browsing behavior, engagement with previous emails, or specific actions taken on your website. 

Try to understand how your subscribers interact with your brand. This increases campaign relevance and effectiveness by aligning with their interests and behaviors.

Preferences and Interest Segmentation

When subscribers sign up or use preference centers, they can tell you what they like. This helps you organize your email list. 

This approach can help you segment the content based on their preferences. This creates a more personalized and enjoyable experience. 

Lifecycle Stage Segmentation

You can group your subscribers by their stage in the customer journey. This will help you send personalized messages that meet their needs and motivations. 

For example, you can create segments for new subscribers, active customers, loyal customers, or re-engagement prospects. 

By providing relevant and timely content to each segment, you can nurture relationships, drive conversions, and maximize the lifetime value of your customers.

Segmentation for Re-engagement

Segmenting your inactive subscribers and implementing targeted re-engagement campaigns can help revitalize their interest and bring them back into the fold. 

By identifying subscribers who haven’t interacted with your emails for a specific period, you can create specialized campaigns that offer incentives, exclusive content, or personalized recommendations to reignite their engagement. 

Re-engagement segmentation allows you to focus your efforts on reconnecting with disengaged subscribers and potentially converting them back into active customers.

Testing and Refining Segments

Segmentation is not a one-time task; it requires ongoing analysis and refinement. Regularly test and evaluate your segments to ensure their effectiveness and relevance. 

Experiment with different segmentation criteria and messaging strategies to identify what resonates best with each segment. Monitor the performance metrics of your segmented campaigns and use the insights gained to fine-tune your segmentation strategy over time.

4. Engaging and Relevant Content

Creating engaging and relevant email content is essential for maintaining a positive relationship with your subscribers and increasing deliverability. Tailor your emails to match the interests and preferences of your audience. 

Personalize your messages, provide value, and avoid spam-like or deceptive practices. By consistently delivering valuable content that resonates with your subscribers, you increase engagement, reduce unsubscribes and spam complaints, and enhance the reputation of your email domain.

5. Optimize Design and Formatting

Optimizing the design and formatting of your emails contributes to better deliverability. Ensure your emails are mobile-friendly, as an increasing number of recipients read emails on mobile devices. 

Use a clean and organized layout, compelling subject lines, and clear call-to-action buttons. 

Avoid excessive use of images or large attachments, as they may trigger spam filters or slow down email loading times. By focusing on user-friendly design and optimizing the technical aspects of your emails, you enhance the chances of successful delivery.

6. Monitor and Analyze Email Metrics

Regularly monitor and analyze key email metrics to gain insights into your email deliverability. Track metrics such as open rates, click-through rates, bounce rates, and spam complaints. 

Monitoring these metrics helps identify potential issues, such as low engagement or high bounce rates, allowing you to take corrective actions promptly. Leverage email analytics tools to gather valuable data and make data-driven decisions to improve your email deliverability over time.

7. Maintain Sender Reputation

Your sender reputation directly impacts email deliverability. Internet Service Providers (ISPs) use sender reputation to determine whether to deliver your emails to the inbox or mark them as spam. 

To maintain a healthy sender reputation, practice good email sending habits. 

Avoid sending emails to unengaged or inactive subscribers, promptly handle unsubscribe requests, and respond to spam complaints. Regularly authenticate your email domain using technologies like SPF, DKIM, and DMARC to verify your identity and improve email deliverability.


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