Mastering Email Deliverability: Boost Your Open Rates and Engagement

If your email open rate is below 15%, it’s clear that your email strategy needs some urgent attention.

If your open rates are around 25%, you’re merely hitting the industry average. But who wants to be average in the ‘sea of sameness’ that’s flooding inboxes everywhere? 

From business newsletters to email campaigns, we like to help our clients move the needle on email open rates. And true to our ‘all you can eat’ spirit, this blog post shares some of the most effective strategies and real-world examples to ensure your next email stands out.

What’s a Good Open Rate?

Open rates can vary by industry, but you should ultimately aim for 30% or higher. At the same time, if you feel discouraged because your perfectly-crafted email has been ignored, don’t be. 

There’s a crucial aspect in this email business you’re probably not aware of: deliverability. 

3 Deliverability Factors for Good Open Rates:

1. The ‘From’ Line: Your Email’s First Impression

This is your email’s calling card. Make it recognisable, consistent, and friendly. Use a name that is familiar to your subscribers, an email address that feels personal, and add an avatar for an extra touch. It’s a good way to communicate your brand too – “Grammarly Insights” is a great example of familiarity and consistency.

2. The Subject Line: Your Email’s Attention-Grabbing Hook

Keep it concise, intriguing, and relevant. A subject line like “A few quick updates” is more effective than “OPEN NOW!!!” (remember those ‘419’ email scams?…) Spotify’s subject line “Your year in music is here” is a great example of one which is both enticing and relevant. 

3. The Snippet: Your Email’s Teaser

This is your chance to preview what’s inside without giving away too much. Make it compelling enough to encourage a click. Airbnb’s snippets often pose a question or provide a teaser to draw readers in, like “Paris, Venice, or Tokyo? Here’s where you should go next based on your travels.” 

Do you see the cascade effect of drawing your reader’s attention from the first thing they read at the top, making its way down to the body of the text? 

The Technical Side of Email Deliverability

Something else to keep in mind is that email providers are getting stricter about who they let into their inboxes. They want proof you are who you say you are. Think of it as showing your ID or passport to board a flight but for emails.

To ensure your emails reach inboxes, email providers focus on three key factors:

• SPF Record: Your email’s passport
• DKIM Record: A digital signature ensuring your email’s integrity
• DMARC Record: The gatekeeper deciding who gets in

Don’t worry if this sounds complex. Tools like HelloInbox can help you check your settings and ensure everything is in place. If not, it might be time to consult with an email deliverability expert.

Here are a few actions that will improve your email deliverability and make you feel like an email marketing pro.

Try the following for better results:

Clean your list: Regularly remove inactive subscribers.

Segment your audience: Tailor your emails to different subscriber groups.

Avoid spam triggers: Phrases like “FREE!” and “ACT NOW!” can land you in the spam folder.

Timing: Find the optimal time to send your emails based on your audience’s habits.

Use double opt-in: Ensure subscribers genuinely want to receive your emails.

If you’re a retailer, do as Amazon does and send online shoppers an automated nudge before they abandon their carts or move on to the next section of your website. These timely and relevant reminders work like a charm, especially if they’re friendly and on-brand. 

Aligning Email Open Rates with Your Goals

Now that you have a handy list of deliverability must-haves, it’s time to set your open rate goals. Here’s where you get to do some research as open rates vary by industry. You want to set targets that are achievable and specific to yours. 

Email deliverability encompasses more than just avoiding the spam folder. It’s about creating emails that people want to open and read.

Focus on delivering real value, and your open rates will improve – it’s that simple.

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Jason Bagley Founder, Growth Experts

I'm a business builder, the founder of Growth Experts, sometimes public speaker, and a member of the Entrepreneurs’ Organization. Mostly though, I’m just a dad to Eva & Cruz and a husband to Karina.