Email marketing & deliverability articles
A promotional email only works if it reaches the inbox and then gets opened. These articles cover sender reputation, the Gmail and Outlook bulk-sender requirements, and practical subject-line, content and list-building advice.
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Why sending marketing email from Outlook or Gmail doesn't work — and what to do instead
Pasting 800 addresses into BCC is where most email marketing disasters begin. Sending caps, the Gmail / Yahoo / Microsoft bulk sender rules, the 0.3% complaint threshold, and why sender reputation can only be built slowly.
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How do you stop email falling into the spam folder?
SPF, DKIM and DMARC alignment, plus dedicated IP warm-up, bounce and complaint handling and postmaster monitoring — the complete EDM deliverability toolkit.
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Five basic steps to growing your subscriber list
However many subscribers your list already has, the search for new ones never stops. Winning new subscribers while holding on to your current readers is a hard fight — so what is the best way to keep the list growing rather than shrinking?
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How do you keep your email out of the spam folder?
You put real effort into a beautiful, genuinely useful email, hit Send full of anticipation — and hear nothing back, because it was filed as spam. Worse, your address gets flagged as a possible spammer and put under watch, which can stop your company's ordinary mail from reaching anyone.
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Bringing your brand into your customers' daily lives
Are you earning $40 back on every $1 spent? If not, you probably have not started drip marketing — an automated email strategy that runs on autoresponders at very low cost. Set the sequence up once and the emails go out by themselves.
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Using email marketing to turn strangers into your promoters
You already know how powerful email marketing can be — but you may still doubt that it can deliver serious returns for you. Here is how the right strategy turns email marketing into strong customer relationships.
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Collect customer feedback, raise customer loyalty
Stuck for something to email your customers about? An online survey is an excellent strategy — it invites customers to participate and improves campaign performance.
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Start building customer loyalty and lasting relationships through email marketing
What do you expect to get out of email marketing? Larger orders, and the highest ROI of any channel — $40 of revenue on $1 invested?
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Reading email on a smartphone is now the norm
Half of readers open email on a smartphone, so the email we send has to match that habit.
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How do you write a subject line that avoids the spam folder?
A well-crafted subject line does more than capture a subscriber's attention — it also keeps the email out of the spam folder.
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How do you build a sender people trust?
Whose email do you actually open?
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The subject line is one of the most important parts of an email
Ogilvy founder David Ogilvy: five times as many people read the headline as read the body copy. The subject line decides whether your email gets opened — here are the five most common mistakes to avoid.
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Building appeal into your email content
Writing an email good enough to hold readers takes planning and cultivation. Most of us are not professional writers and let content management slide — these are the points that, applied consistently, do produce results.
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How to win customers back: a success story
A skincare brand's "We Miss You" email campaign, which reactivated 30% of inactive subscribers and recovered 1,054 contact records.
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Sure! Content is King, but the king can kill U
It all comes down to content — that is the golden rule of email marketing strategy. But does having content equal success? That depends entirely on what your content actually is.
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