How To Improve Email Relevancy and Deliverability

Posted by Courtney Wiley on February 24th, 2011 at 2:28 pm

It’s true that subscribers are more selective these days when it comes to the messages they choose to open and read. And it doesn’t help that about 50% of email marketers continue to blast their lists with irrelevant content. Irrelevancy is today’s #1 reason why your subscribers unsubscribe . . . and also why your email doesn’t get delivered.

Take a look at this chart from the folks over at MarketingSherpa:


How’s your rate compare with the industry standard? Not so good, eh?

Do you use segmentation for content personalization when it comes to your email strategy? How do you manage your deliverability frequency? Difficult, isn’t it? Then I assume you agree that relevancy—sending the right message to the right person at the right time—is the most significant challenge for digital marketers.


To help you out, here are 10 email deliverability tactics that directly affect relevancy:

1. Know your inbox placement rate

2. Monitor your reputation!

3. Get a seed list monitoring tool

4. Purge dead addresses

5. Win back “inactives”

6. Clean out the dead ones

7. Manage frequency

8. Perform a complaint analysis

9. Maintain a permanent home

10. Have a solid infrastructure

BTW, feel free to join CLUB INBOX. It’s a brand-new online community dedicated to helping marketers ensure their emails get delivered, seen and clicked.

One Response to “How To Improve Email Relevancy and Deliverability”

  1. jacobs says:

    The above thought is smart and doesn’t require any further addition. It’s perfect thought from my side.
    Email Addresses

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