When it comes to interacting with your consumers, Email Marketing is the superhero of marketing communications. It has the potential to produce the highest ROI as compared to other marketing channels.

As you can see below, email marketing ROI can be as high as 4000%. This means that for every $1 spent on an email campaign, you can get $40 back.

Email Marketing ROI example
Email Marketing ROI

What is Email Marketing ROI, and why might it be decreasing?

Return on Investment (ROI) is used to measure the effectiveness and profitability of an investment. So, in this case, it would be a way to gauge the profitability of your Email Marketing strategy. Here is the basic formula of calculating ROI: gained - spent/spent = ROI (expressed as a percentage).

Even with such an impressive ROI, Email Marketing is not everyone's cup of tea. Marketers may face numerous challenges and struggle to achieve the results they expect. For example, your ROI may be low because your email campaigns do not reach the inboxes of the subscribers on your email list.

Email deliverability is an important factor; it is the number of emails that are reaching the subscribers' inboxes without bouncing or being marked as spam.

This article will outline simple ways to boost deliverability rates, which will inevitably improve your Email Marketing ROI.

Why Aren’t Emails Reaching the Inbox?

In the old days, it was effortless to determine whether the email will end up in an inbox. All that you had to look at is the content and decide whether the content is too “spammy.” The reason for this is because spam filters would search for words and language that are marked as spam. It would then set a score based on how many spam phrases have been used in that particular campaign.

If you were writing correctly, you would be assured that the campaign would reach the inbox. If the score were high, it would never make it past the spam filters.

Even though this is still the case today, some email providers use advanced spam filters that make email marketing difficult. For example, an email provider will take a look at open rates to decide whether you are a trustworthy sender.

If you are an email marketer, this makes you face more challenges than ever before. However, if you are the subscriber, this is good news as it means you won’t be spammed with numerous email campaigns.

Since you can find anything on the internet, you can use numerous tools online to check your spam score before you send it out. This will allow you to see the percentage of how many people will receive the email and what your spam score is.

As you know, once an email has reached the spam folder, it may never reach a particular subscriber again. Gmail will automatically delete emails that have been in this folder for more than 30 days. Perhaps, if you have any luck, subscribers will check their spam folder and mark the campaign as “Not Spam”. Thus, not all hope is lost.

How to Avoid Spam Filters: Tips and Tricks

Believe it or not, there are many ways that you can avoid rigorous spam filters.

For starters, you can use merge tags to trick the spam filters into believing that you know the person who you have sent the campaign to.

Furthermore, you can also try to add the recipient to add you to their contact list. This is a simple task:

spam filters example

Another factor that you must consider is the fact that your IP address can trigger spam filters. The campaigns will get flagged as spam if it has previously received emails for the same IP address.

Spam filters can be seen as monsters, but this isn’t always the case. If you want, you can perceive them as entities that push you to be your best (Email Marketing) self.

So, now that you know what triggers and how to avoid them let’s take a look at how you can improve deliverability rates.

For optimum Email Marketing ROI, grow your mailing list organically

It is essential to grow your email list organically. If people have not voluntarily signed up to receive emails from you, it would mean that they do not want to hear from you. Therefore, if you send emails to those who do want to know more about you, open rates will be much higher, and your sender reputation will improve.

Furthermore, an organic list means that you will significantly reduce spam complaints. Hence, you’re preventing the spam filters from being triggered. You are also ensuring that your campaigns have reached the inbox and not the spam folder.

The good news is that you don’t have to spend any money to gain subscribers. All that you will need to do is to add a sign-up page to your website.

If you offer newbies something of value, they will be more likely to sign up. Take a look at an example below:

grow organically your email list

Of course, you don’t have to offer discount codes if you do not want to. An eBook will be just as practical if it contains useful information.

Once you grow your mailing list, you need to make sure that the email addresses on it are secure and active. You can use TheChecker's tool, which will check for you which email addresses are valid. Once the system removes the email addresses that are marked as spam, your sender reputation will be significantly improved and so will your Email Marketing ROI.

Lower Image Count

Even though images can speak a thousand words, you shouldn’t get carried away.

Spam filters will mark the campaign as spam if it has a high number of images. Thus, your delivery rate will decrease. Even using one single image that is too large can change the destination of the email.

In addition, a high number of subscribers have likely turned image visibility off. Thus, the campaign doesn’t get displayed correctly. Inevitably, the recipients will get fed up and send your campaigns straight to the spam filter.

If you do decide that you want images, you must use alt text. Therefore, even if the pictures cannot be seen, the subscriber will have an idea of it.

Authenticate Emails

For some reason, email provides are in love with authenticated domains. The reason why is because it proves that you’re a real person. Rather than a robot who is ready to spam.

Once the spam sensors sense that you have an authenticated domain, they will automatically know you aren’t a spammer. The good news is that you don’t have to use your real-time and use the company’s name if you wish.

Authenticate Email example

If you want to stay ahead of the competition, you should get people to reply to your email campaigns. The reason for this is because Outlook and Gmail positively respond to those that receive responses from their subscribers. If you don’t have an authenticated address, no one will reply, and you’re risking ending up in the spam folder.

Use Double Opt-in

This is when the newbie that has signed up to the email list has to confirm their subscription. So, you will have to send a welcome email with a link that will guide them to confirm.

Double Opt-in

If you use a single opt-in, it means that the newbie only has to enter their email address once, to receive campaigns from you. However, this isn’t always a good thing as anyone can sign up for different reasons. For example, maybe they wanted that free eBook or discount code. It may also be your competitors that are trying to bring your deliverability rates down.

By asking those that have signed up if they’re sure, you’re ensuring that they do want to receive your campaigns. Hence, more people will receive your emails, thus, providing a higher ROI.

Concluding thoughts on decreasing Email marketing ROI

If you see decreasing email marketing ROI, it probably means that only a small percentage of your subscribers are getting your emails. As we discussed above, email marketing has a high potential in terms of ROI, compared to other marketing channels. Hence, you should place the majority of your efforts on getting achieving deliverability rates.

Once your emails have landed in the spam folder, it will affect your open and deliverability rates, which, in turn, will affect ROI. Also, once they’re in the folder, it’s very unlikely that they’ll ever come out.