Getting your message to the inbox

Getting your campaign emails delivered into subscriber inboxes and avoiding spam filtration is referred to as deliiverability. There are three main aspects to this:

  • Content: what you send (email message, subject, and attachments)
  • List quality: to whom your campaign is sent
  • Technical: the software systems which send and receive your campaign handles all the technical aspects. The campaign content and list quality are in your hands. There are many things you can do to improve deliverability, open rates, and click rates, including using:

  • Engaging subject lines
  • Relevant, accurate, and high quality content
  • Clean and up-to-date subscriber lists
  • List segmentation: managing different types of subscribers separately and appropriately for their needs
  • Clear opt-out links within campaign content

Extensive independent advice on crafting campaign content exists independently. You can also experiment with your own lists and content to learn what works best for your target audiences. Test what your subscribes like by using multiple approaches to content, scheduling, and frequency.