Another vital part of improving email delivery is the content. You can improve your emails by making sure they don’t look and read like junk email.
Avoid Spam Trigger Words
These can include phrases like ‘Be your own boss’ and ‘Free offer’. Here’s a comprehensive list you can refer to.
Control Your Use of Images
While attractive media, images, and small GIFs can increase engagement, make sure you use text too. Some experts suggest sticking with
a 70:30 image-to-text ratio (70% text, 30% images). Email on Acid takes it a step further, saying that if your email has at least 500 text characters in it, content-to-image ratio doesn’t affect deliverability at all.
Either way, use a healthy dose of text in your emails so email service providers don’t block you and so your message is conveyed even if the recipient doesn’t download images.
Make Sure Your Data is Correct
When personalising your emails, it’s critical that your data is correct and current. If not, you risk greeting the person by the wrong
name, sending to the wrong address, or worse: sending someone else’s personal information to the wrong person.
Avoid Using Large Attachments & Embedding Images
Large email attachments and embedded images make your emails much larger, forcing subscribers to download them. In a country where internet data is precious, it increases your email’s chances of getting blocked. Rather send smaller attachments and leave it to your recipients to decide if they want to download images.
Send Emails Consistently
Choose a sending schedule and try to stick to it. Once a week works well if you’re generating a lot of helpful, new content, but less frequently is better if you’re not (only send if you have something valuable to say). If you send inconsistently, your subscribers may forget who you are and why they signed up to your mailing list.
If your contact list grows faster than usual, consider staggering these additional email addresses into your send list over time or sending in ever-increasing batches to avoid being flagged by the ISPs.