VP Deliverability at Netcore Cloud. Matthew is a digital marketing and privacy advocate, the chairperson of the ANA’s Email Experience Council, director at large with the Coalition Against Unsolicited Commercial Email (CAUCE), Communications Chair with the AuthIndicators Working Group (BIMIGroup), founder of the Canadian Email Summit (emailsummit.ca), co-founder of GradeMyEmail.co. He is a trusted industry expert, recognized as the 2019 EEC thought-leader of the year, and is a Certified International Privacy Professional (Canada) (CIPP/C). Matthew speaks frequently at email marketing and technology conferences around the globe, and maintains his celebrated blog, EmailKarma.net.
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Email deliverability is driven by a number of factors including data collection, authentication, engagement, technical configuration, and feedback provided by consumers. To ensure that you have good email deliverability you need to take all of these elements into consideration when building and maintaining your email program.
- Start by taking a look at your data collection practices. Are you gathering the right consent when collecting email addresses to send them messages? In a recent case study, opt-in data delivered 21 times better conversion rates than non-opt-in emails. This shows that users who request information from a brand are significantly more likely to engage and positively respond to their content.
- Authenticated email should also be on a brand’s radar when they are looking at sending emails and getting good delivery. Implementing SPF, DKIM, and DMARC with fully aligned domains (envelope and friendly from using the same domain) will improve the confidence that messages are actually delivered from your domain. These solutions work together to prevent brand spoofing and phishing, which has been shown to improve email delivery speeds and increase consumer trust in a brand. Which in turn leads to more engagement and indicates to the mailbox provider that these messages are worth delivering to the recipient’s inbox.
- Finally, look at building more engaging emails with AMP for email. Adding interactive elements to an email like a product flip book, a survey, or tools to book meetings and follow-ups directly from the inbox makes it more convenient for consumers to interact with your messages.
Building strong practices around consent, engagement, and user satisfaction has been a path to deliverability success for several years. Layering on new technologies around authentication, interaction, and branding will bring your email program a new more engaging experience to your subscribers.