Top Tips for Maximizing Email Deliverability in Campaigns

In the realm of B2B email marketing, deliverability is a critical factor that can make or break your lead generation campaigns. Without the right setup, even the most compelling emails can end up in spam folders.

Here are the top strategies to ensure your emails reach their intended inboxes.

1. Use a Secondary Domain

When conducting lead generation cold email campaigns, it's important to protect your primary domain’s reputation. Using a secondary domain dedicated to these campaigns ensures that any potential negative impact on deliverability does not affect your main business communications. This approach helps maintain the integrity and trustworthiness of your primary domain while still effectively reaching out to new leads.

For example our Primary Domain is www.leisurelists.co.uk but we conduct our lead generation campaigns using a mailbox connected to this Secondary Domain www.leisurelists.uk - liz@leisurelists.uk

2. Clean and Segment Your Email List

Maintaining a clean email list is foundational to any successful email campaign. At Leisure Lists, we provide high-quality, telephone-verified data to ensure your lists are accurate and up-to-date. Segmenting your list based on criteria such as industry, job role, and previous engagement allows for more targeted and relevant messaging, which increases open rates and reduces unsubscribes.

3. Authenticate Your Domain

Email authentication is essential for protecting your sender reputation and ensuring your emails are recognised as legitimate by email providers. If not already in place you should implement the following protocols:

• SPF (Sender Policy Framework): Verifies that your email is sent from an authorised server.
• DKIM (DomainKeys Identified Mail): Adds a digital signature to your emails, verifying that they haven’t been altered.
• DMARC (Domain-based Message Authentication, Reporting, and Conformance): Provides instructions to email providers on how to handle unauthenticated emails.
  
  

These measures help build trust with email providers and improve your chances of landing in the inbox.

Use this tool from Global Cyber Alliance to check your current technical implementation. Need help? Just reach out to the team.

4. Optimise Email Content

Crafting engaging and relevant email content is crucial for maintaining high deliverability rates.

Here are some best practices:

Compelling Subject Lines: Use clear and attention-grabbing subject lines that reflect the email’s content.

Personalisation: This needs to go further than just [First Name] or [Company Name[. Tailor the content to their interests and behaviours. Add Spintax throughout the email copy so every send is unique.

Clear Call to Action (CTA): Ensure your CTA is prominent and aligns with the email’s purpose.

Balance Text and Images: Avoid image-heavy emails that might be flagged by spam filters. A good text-to-image ratio ensures better deliverability.

Brevity: Keep it short. Show the prospect you can solve a pain point, don’t go full sales straight away.

Sequence: Develop a sequence of sends to warm up your audience. You can’t expect results immediately, but ensure the sending volume is appropriate to maintain compliance.

5. Monitor and Analyse Your Campaigns

Regularly monitor your email campaigns to identify issues and areas for improvement. Key metrics to track include:

Reply Rates: Measure the effectiveness of your overall campaign and messaging.

Open Rates and Click-Through Rates (CTR):  Evaluate the relevance and engagement of your content.

Bounce Rates: Identify and remove invalid email addresses to keep your list clean.

Unsubscribe Rates: Analyse trends to understand if your content or frequency needs adjustment.

6. Stay Compliant with Regulations

Adhere to email marketing regulations such as GDPR. Under the GDPR's Legitimate Interest clause, you can use personal data for B2B email marketing without explicit consent, provided that you have conducted a legitimate interest assessment (LIA) and ensured that your use of data is proportionate, has a minimal privacy impact, and people would not be surprised or likely to object. Always provide easy opt-out options and include your company’s contact information in every email. Compliance not only protects your reputation but also fosters trust with your audience. Utilise our LIA checklist before any campaign activity.

Conclusion

Implementing these strategies will significantly enhance your email deliverability, ensuring your messages reach and engage your target audience. At Leisure Lists, we don’t just specialise in the data supply, we can also perform the complete setup and execution of successful email campaigns. Our expertise ensures that your campaigns are not only compliant and targeted but also optimised for maximum deliverability.

Ready to take your email campaigns to the next level? Request a quote for our comprehensive email broadcast service today.

By following these best practices, you can ensure your emails are not just sent, but delivered, opened, and acted upon, driving your lead generation efforts to new heights.