Backend Changes to Improve Email Deliverability
What is email deliverability? Email deliverability plays a critical role in lead generation, customer acquisition and retention. We’re here to explain the steps to start improving your email deliverability.
There are dozens email deliverability best practices, and most fall under the marketing team or person managing your email campaigns. These include:
Warming up your domain
Sending only to valid emails
Optimizing and testing messaging
Displaying email URLs (vs linking them in text)
Minimizing the number of URLs in messages (2 max)
Eliminating trigger words and ALL CAPS
Content that drives engagement (replies, clicks)
Creating custom tracking links
In addition to these items, your domain administrator should make the following backend server changes to improve the amount of emails delivered:
Setting up SPF records
Setting up DKIM records
Setting up DMARC records
Here is more information and instructions on making the backend system changes.
1. Setting up SPF records
What are SPF records? SPF records tell mailboxes which hosts are allowed to send mail from a given domain. You can add SPF records in your DNS settings to prove your authenticity and improve email deliverability.
Click here to for step-by-step instructions on setting up SPF records.
2. Setting up DKIM records
DKIM is another form of email authentication that allows an organization to claim responsibility for a message in a way that can be validated by the recipient. Setting up DKIM for your domain will verify your messages are being sent from an authorized server.
Click here for step-by-step instructions on setting up DKIM records.
These changes combined with a steady ramp-up in sending volume, earning high levels of engagement as you go, and monitoring your performance will help ensure the deliverability of your emails.
If you come across emailing problems, like a low deliverability rate, or open rates dropping below 30% it may be time to evaluate your messaging, audience (list quality) and potentially reduce volume until open rates return to 30%+.
3. Setting up DMARC
DMARC is an added safety measure that helps better control email deliverability and protects your brand reputation. This enables receivers to qualify if incoming email matches what they know about the sender and tells the receivers’ servers what to do if things don’t match up. How to set up DMARC?
Click here for step by step instructions on how to set up DMARC.
For additional help with how to improve email deliverability or improving the performance of your outbound marketing efforts, please get in touch. Nerdwise is here and happy to help.
