Since you can edit email templates that will be sent to a specific recipient in the Template, we’ve gathered the following best practices to help you achieve optimal email deliverability and higher delivery rates.
1.Use a brief and descriptive subject line consistent with your email’s content
An email subject line is the single line of text recipients see when they receive your email. This one line of text often defines if an email is viewed as legitimate or marked as spam. According to a MailChimp study, descriptive and concise subject lines perform better than long and abstract ones. Use inspiring, action-oriented language to persuade recipients to open your email. Ensure the alignment between the subject line and your email’s content.
Use the tips below to craft a compelling email subject line:
limit your subject line length to 50 characters
choose in favor of action-oriented wording
align it with the body of the email
introduce personalization by inserting details relevant to the recipient test several versions to find out which one works best
include a number, if applicable
steer clear of using emojis (the use of emojis negatively impacts the perception of professional competence)
refrain from using click-baits or misleading/deceptive messaging
Careful phrasing of your email's subject line will help you avoid spam filters.
Here are a few tips to create subject lines that will avoid getting flagged:
don’t start with a question (e.g. “Do you want/wish/want to have...?”)
don’t use multiple punctuation marks (the use of an exclamation mark, especially followed by a phrase with a question mark, may trigger spam filters)
don’t use capitalized words - caps add to the overall spam score
subject lines containing “Re: [Your Subject]” or “Fwd: [Your Subject]” are considered spam when sent to an account for the first time
2.Avoid using email spam trigger words
Most spam filters check incoming emails for red flags such as particular words, messages written in all caps, links to sketchy websites, etc. Spam trigger words are suspicious words and phrases typically associated with schemes, scams, freebies, gifts, and so on. Email spam trigger words can be grouped into six categories:
manipulative (creating the sense of fake urgency/pressure). Examples: act now, exclusive deal, expires, buy now, limited time, new customers only, offer expires, once in a lifetime, etc.
needy (sounding desperate). Examples: 100%, bargain, free, best price, incredible deal, satisfaction guaranteed, etc.
intrusive (being too pushy). Examples: what are you waiting for, order today, visit our website, click below, etc.
cheap (no pre-qualifications, everybody wins). Examples: congratulations, card accepted, you are a winner, you’ve been selected, etc.
far-fetched (exaggerated statements). Examples: big bucks, while you sleep, cash bonus, double your income, lose weight, money back, no strings attached, etc.
suspicious (ethically or legally questionable behavior). Examples: beneficiary, casino, lottery, meet singles, multi-level marketing, online pharmacy, etc.
It’s important to note that spam filters have significantly improved recently. Since they can now accurately recognize the context of a message, relevant emails are no longer automatically flagged as spam for phrases like “visit our website” or “limited time.”
The risk of ending up in the spam folder increases, if:
several spam trigger words are stuffed into a single email
a message is written in all caps or contains multiple exclamation points
your previous emails already have a low delivery rate
The full list of email spam trigger words and phrases can be found online.
3.Perform a pre-send spam test
It’s always a good idea to run a spam test before you hit the Send button. Examine the content of your emails (“spamminess”) using special email spam checkers:
Mail Tester is a freemium tool used to analyze different factors that hinder email deliverability. Send a message from your email to any randomly generated address found on the website. The service will then analyze your message, mail server, sending IP address, and more, to provide you with a detailed report of what's configured properly and what's not.
SendForensics is a freemium tool that provides detailed information on email deliverability. It compares your results with other users and indicates fields that need improvement.
MailGenius is a free tool used to check your email content, SPF records, IP blacklist, domain rating, DKIM, and more. This tool can predict spam filtering from all the largest mail services worldwide including Gmail, Yahoo, and Hotmail Spam Filtering.
4.Introduce personalization into your emails
Email personalization implies that customer data is used within email content to make it feel more tailor-made for the recipient. Incorporating personalization techniques into email subject lines is likely to increase open rates by 26%. Personalized content should feel natural and not “fake personal”. It should help you create a personal connection with your email’s recipient. Take a look at the most popular ways to personalize emails:
Addressing a recipient by their first name in the email subject line/greeting
Using a recipient’s first name shouldn’t be viewed as personalization but rather an introduction of further personalized content. It’s worth addressing the recipient by their first name only if you’re certain it's the recipient's actual name. However, don’t overuse a person’s name by putting it in every email.
Create the right body of content
With all the necessary information about a recipient (geographic location, etc.), you can put together a personalized email body. Here are some of the most commonly-used personalization tactics:
create a follow-up based on the last engagement the recipient had with your company
end emails with a personal signature from a company representative
include a call-to-action for an offer the recipient may find useful
make your email copy less formal and more personal (avoid slang or jargon by all means)
craft no-nonsense content that is relevant to your email recipients
5.Create a persuasive call to action
A call to action is a phrase, button, or hyperlink that drives an email recipient to the desired action - whether it’s visiting a website or eSigning a document. To make the right impression on your email recipient, experiment with the wording to come up with a unique CTA. Use the tips below to craft a compelling call to action:
Include actionable (dynamic) verbs to convince your recipient to take action.
The language used in your CTAs shouldn’t come off as pushy, annoying, or forceful. Instead, prove that they will benefit by clicking your button.
A CTA should bring out a sense of urgency in the reader. Persuade your email recipients that are missing out on something important unless they take prompt action.
No matter where you place a CTA, make sure it stands out. Repeating a CTA in a postscript is a good idea to get more clicks.
6.Keep your emails legally compliant
Sending unsolicited emails is prohibited in many countries. Before you start sending emails, you need to ensure they aren’t overstepping the boundaries of privacy and anti-spam laws. If your emails are not country-specific, keep them in compliance with international email spam laws. Look up the laws and regulations applicable in the recipient’s country of residence.
How to make your emails compliant with international email laws:
Put an email address on your mailing list only after obtaining the owner’s record of permission. If you’re sending emails globally, keep the records of consent up-to-date.
Ensure that the email recipient can easily identify you as the sender. Choose a distinct from-name, and include a valid contact email address in each email.
Repurposing an email address without the user’s permission is prohibited by law. Also, don’t move email addresses from one mailing list to another, especially if the user has already opted out.
All non-transactional emails must include a working and visible opt-out option. Opt-out requests must be processed immediately. How long it takes for an opt-out to be processed depends on country-specific legislation.
Be straightforward and honest. Don’t conceal the commercial nature of your email, and avoid false/misleading subject lines and content.