For B2B marketers, sending an email is so much more complicated than writing a few sentences of copy and hitting the “send” button. For one thing, you’re not often sending to just a single person — instead, you’re attempting to make mass emails seem like 1:1 communications. Not to mention the amount of time you put into your marketing message, image selection, segmentation, and email tracking.
It’s probably an understatement to say that you don’t want your perfectly-crafted email messages to go to waste. The first step to this? Ensuring that your emails make it to their intended destinations: your recipients’ inboxes. Without a strategy in place to optimize your deliverability rates, you’re putting yourself at an immediate disadvantage. Your message has no way to make an impact if it never gets to the recipient in the first place.
Fortunately, just by following the three steps outlined below, you can drastically increase your deliverability rates (and your open rates!). Take a look at the essential items that we recommend placing on your email preflight checklist:
Create Text Versions for all of Your HTML Emails
While creating a text email to supplement your HTML emails might seem like an outdated process (and therefore a waste of time), text emails are still important for any of your recipients viewing your email messages on their mobile devices. According to Return Path, 43% of all emails are now being opened via a mobile device, and while many mobile devices are capable of displaying your HTML emails, recipients using devices like Blackberries are most likely still relying on text emails. Don’t jeopardize your open rates by foregoing a simple step like creating a text email. In fact, many email marketing and marketing automation tools will allow you to pull the text from your HTML emails with the click of a button.
Preview Your Emails to Test Compatibility
After creating a text and HTML version of your email, you’ll want to test your message’s compatibility across devices and browsers. Try using the email rendering preview available in your marketing automation platform (if you have one) to see how your message will display across popular browsers, devices, and email clients. Many platforms will even show you a subject line preview in different email platforms, allowing you to see how much of your subject line will be visible in your recipient’s inbox. Use the intel from these reports to optimize your emails for every possible destination.
Run Spam Checks Prior to Sending
The last thing you’ll want to do before deploying your email blast is run a SPAM analysis. Use your email marketing or automation tool to test each of your emails against top SPAM filters to make sure your emails get through to the inbox. This will pinpoint any potential red flags that might cause your email to get caught in a SPAM filter, like spammy keywords or a heavily-skewed image:text ratio, and will often suggest a quick fix. Use this feature to ensure that your emails are always reaching their target.
Want other items would you place on your email preflight checklist? Let us know in the comments!
Interested in learning more about email deliverability? Check out our complete Email Deliverability Handbook by clicking on the banner below.