Cold Email Deliverability Best Practices: How to Get Your Message into Inboxes

Cold Email Deliverability Best Practices: How to Get Your Message into Inboxes

Email deliverability is something that B2B marketers should know a lot about, but often don’t. After all, how often do you think about what happens between hitting “send” on an email, and when it lands in the recipient’s inbox?


Being able to successfully deliver email campaigns is crucial for successful digital marketing. If you’re not sure how to make that happen, don’t worry.


Here are some best practices that will help you maximize your deliverability.


Cold Email Deliverability Best Practices: How to Get Your Message into Inboxes


Use a Quality List

Your campaigns can only be successful if you’re using a high-quality list of contacts. A low-quality list will do more harm than good.


That’s because lists that aren’t sourced from a reputable data provider can be (and often are) full of bad addresses. That’s emails that don’t exist at all, spam traps, and other addresses you don’t want to send to.


If you go ahead and send to that list anyway, you’re going to damage your sender reputation – and, even worse, run the risk of being blacklisted.


Landing on a blacklist is a death sentence for your email marketing.


So what’s the difference? What makes one list better than another?


Bad lists are assembled via scraping, which is the use of software to search the internet for email addresses. When a potential email address is found, the software collects that address (or “scrapes” it).


Scraped addresses are unreliable at best, with no way of knowing whether it’s a spam trap or even a real address at all.


Reputable providers don’t do that. Instead, they build their lists over time by aggregating real data. The result is a list that’s much more trustworthy and reliable.


Clean and Verify Your List

The next step is to clean out your list. You might be wondering “why?” If you went to the trouble of getting a good list from a reputable provider, shouldn’t it be ready to go?


Unfortunately not. Every email list – even a totally opted-in list of newsletter subscribers – decays over time. People change jobs, for example. Sometimes addresses are repurposed as spam traps, as well.


That means that before your list is ready to be used, it needs to be cleaned and verified to remove bad addresses.


Generally speaking, list verification is a third-party service you need to purchase from another vendor.


If you use Clickback, however, your lists are put through a series of top-notch, robust cleansing and verification checks. The result is a ready-to-use, CAN-SPAM and GDPR-compliant list of sendable contacts.



Create Filter-Friendly Content

Today’s spam filters are very advanced and very good at catching spammy messages and sentencing them to the junk folder.


The obvious solution is “don’t write spammy messages”, right? Yes, but that’s harder than you might think.


Spam filters are always on the lookout for indicators that an email is spam. The problem is that because they’re so advanced, the list of those indicators is incredibly long. You need to craft your content very carefully to avoid words, phrases, or formatting that looks like spam.


In some cases, it’s obvious. Avoiding things like “Free!!!” or “Buy Now!!” in your content, for example, is pretty easy.


However, with hundreds and hundreds of potential spam trigger words and phrases, avoiding them all is tough and memorizing them all is impossible.


The best solution is to create and send your campaigns using software that remembers them for you.


Clickback’s email editor has a built-in real-time spam checker then audits your content for you, and notifies you of any content or formatting that could negatively impact your deliverability.


Don’t Oversend

Contact engagement plays a big role in your future deliverability, in that it impacts your sender score.


Many marketers are inclined to send campaigns as often as they can, aiming to generate as many leads as possible.


The problem with that is that if you inundate your contacts with emails, they’re going to begin opting out in ever-greater numbers. You might even start getting reported as spam – and that’s really not going to do your deliverability any favors.


It pays to follow email sending frequency best practices instead. In general, once per week is a good place to start – but even that may be too much. Keep a close eye on how your contacts engage with your campaigns and dial down your send frequency if you need to.


Of course, if you’re using lists that are 100k contacts strong, tracking which contacts you’ve sent to and when is a daunting task.


Clickback can handle that for you thanks to its built-in Time-Suppressed Contacts function, which automatically prevents any contact from being sent a campaign if they’ve recently received one.


Use the Right Software

If you want your cold campaigns delivered safely, securely and reliably, send them using Clickback’s Email Lead Generation software. It offers best-in-class deliverability, built-in list verification, powerful contact management and much more.

See it in action with a 1:1 live demo.


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