As you know, ROI is a direct reflection of the overall success of your campaigns. On average, email marketing has the potential to have the highest ROI when compared to other marketing techniques.
As you can see below, email marketing ROI is worth up to 4,000%. This means that for every $1 you spend on an email campaign, you get $40 back.
Who isn’t impressed by this email marketing ROI potential?
However, just like all things, it isn’t always the way it seems. Such a strategy can make you face a lot of challenges, and not everyone gets to have a bite of the apple. For example, your ROI is probably low because the campaigns that you send, aren’t reaching the inboxes of the subscribers on your email list. This may be news to some as not everyone puts in the effort to analyze data.
When talking about deliverability, you’re referring to the number of emails that are reaching the subscriber’s inboxes without bouncing or being marked as spam.
This article will teach you simple ways to boost deliverability rates, which will inevitably influence ROI.
Why Aren’t Emails Reaching the Inbox?
In the old days, it was effortless to determine whether the email will end up in the 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 the spam filter would search for words and language that are marked as spam. Then, it would 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 for today, some email providers use advanced spam filters that make the job of email marketing even more difficult. For example, an email provider will take a look at open rates to decide whether you’re worthy.
If you’re an email marketer, this makes you face more challenges than ever before. However, if you’re 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 the email has reached the spam folder, it may never get out. 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.
The problem with email providers such as Gmail is that a large percentage of users use it. It’s a known fact that Gmail spam filters are intense and rarely miss a thing.
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’ve sent the campaign to.
Furthermore, you can also try to add the recipient to add you to their email book. This is a simple task.
Another factor that you must consider is the fact that your IP address can trigger the spam filters. The campaigns will get flagged as spam if it has previously received emails for the same IP address.
Spam filters can be perceived as pain, but this isn’t’ always the case. If you think about it, you have less competition if you write the email correctly.
So, now that you know what triggers and how to avoid them let’s take a look at how you can improve the deliverability rates.
It’s essential to grow the email list organically. If people haven’t signed up to receive emails from you, it means that they don’t care about what you’re sending. Therefore, if you send emails to those that care, open rates will be much higher, and your sender reputation improved.
Furthermore, an organic list means that you will significantly reduce spam complaints. Hence, you’re preventing the spam filters from being triggered. As well as, you’re 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 an incentive, they will feel like they’re gaining something from signing up. Take a look below:
Of course, you don’t have to offer discount codes if you don’t want. An eBook will be just as practical if it contains useful information. The main idea is that you wish to the newbie to believe that there’s something in it for them if they subscribe.
Once you grow the list, you want to check if the email addresses are secure and active. Thus, TheChecker will check which email addresses are ready to be used. Once the system removes the email addresses that are marked as spam, your sender reputation will be significantly improved and so will 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 by using one single image that is too large can change the destination of the email.
In addition to this, 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 what’s it about.
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 you can use the company’s name if you wish.
If you want to stay ahead of the competition, you should get people to reply to the 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 authenticate 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 that has a link which will guide them to confirm.
If you use a single opt-in, it means that the newbie only had 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.
Conclusion on your email marketing ROI falling off
If you’re suffering from low email marketing ROI, it means that only a small percentage of your subscribers are getting your emails. As you have noticed, email marketing has a high potential for ROI than any other marketing technique. Hence, you should place the majority of your efforts on getting higher deliverability rates.
Once the campaigns have hit 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.