email deliverability

Reinforce Trust With These Email Deliverability Best Practices

Recently I’ve been having a very frustrating experience. My emails haven’t been getting through. As someone that constantly writes about email deliverability and the importance of adhering to email marketing best practices, the irony of this recent development hasn’t escaped me. Granted, the emails I’m referring to are personal emails, from my personal gmail account, to someone who is expecting my emails, but this whole thing got me thinking: If I’m not assured my emails are getting through to one recipient who has written back and forth with me, and who, I assume, has added me to their “safe sender” list, how can you, as an email marketer, be sure that your emails are getting delivered to all of the subscribers on your recipient list?

Email deliverability remains one of the greatest email marketing challenges for a reason. The better your email deliverability, the more trusted your email sender reputation becomes, which equals more opened emails, and increased number of click throughs and conversions. All of this results in one meaningful effect to your bottom line: your ROI will climb.

The major obstacles to email deliverability are lack of consumer trust in email, and ISP blocking.

Consumer trust in email is under fire in two ways:

1) Trustworthiness: Recipients are increasingly more wary of unknown or unrecognized senders. They are on high “spam”-alert and scan each email asking, “Can I trust that this email is coming from whom it claims to be coming from?”

2) Reliability: Is email a reliable source of communication? How do I know that what I’ve signed up for is what’s going to actually come to my inbox?

So how does an email marketer reinforce trust in the messages they send?

Content. Content is king when it comes to restoring trust in email, and increasing email deliverability. Make sure that the content of your emails and subject lines don’t contain words that tend to set off spam filters (a few high-trigger words include: millions, easy income, cash, money, and others you’re probably unwittingly aware of. Look no further than your spam folder for a laundry list!). In addition to eliminating spam triggers from your email marketing messages, it’s crucial that you keep your messages relevant and specific to your subscribers. Using advanced email marketing features such as dynamic (personalized) content and triggered messaging, which automatically sends messages based on time and/or actions or inactions that your subscribers perform, means that each message will be tailored for each subscriber’s needs.

Trust = Sender Accountability. You should ensure that your ESP has adopted authentication standards. If the top ISPs in the world block your email because it doesn’t comply with their authentication systems, then you might as well have burned your email marketing budget in a beach bonfire.

Don’t worry, though: as daunting as email deliverability can seem, you should be working with an ESP that will help you. ESPs have been addressing these problems for years and are the experts on email compliance and deliverability. You’re not alone! If you need help selecting an ESP, reach out to ClickMail today.

Published On: October 28th, 2011Categories: Email deliverability

About the Author: Sharon

Sharon Ernst from is on a mission to improve the business and marketing writing skills of today’s workforce with her blog, newsletter and online classes. Her newest class on intermediate email copywriting covers 19 tips and techniques non-copywriters can put to use right away for better results. The class has real-life examples and before/after comparisons to make the lessons stick. Find her class at When she’s not busy helping employees, managers and marketers master their writing skills, she and her husband are busy raising pigs, cows, chickens and vegetables on their 20-acre farm.

Recent Posts