If you're reading this, you're likely a marketer who uses Marketo to manage your email campaigns. And if you're like most marketers, you know how crucial it is to ensure your emails land in your subscribers' inboxes. That's why email deliverability is such a hot topic in the marketing world.
In this ultimate guide, we'll cover everything you need to know about improving Marketo email deliverability, from the basics of email deliverability to advanced strategies for boosting your email open rates and click-through rates.
Let's dive in.
What Is Email Deliverability?
Before we dive into the nitty-gritty of improving Marketo email deliverability, let's first define what we mean by email deliverability.
Email deliverability refers to the ability of your emails to land in your subscribers' inboxes. When you send an email, it goes through a complex system of filters and algorithms to determine whether it's safe and legitimate. If your email passes all these tests, it will be delivered to your subscribers' inboxes. If it fails, it will be filtered to the spam folder or blocked altogether.
Why Is Email Deliverability So Important?
Email deliverability is important for two main reasons:
Reach
If your emails aren't landing in your subscribers' inboxes, you're not reaching your audience. This means you're missing out on potential sales, engagement, and brand awareness.
Reputation
Your email deliverability rate affects your sender reputation. If your emails are frequently marked as spam or blocked by ISPs, your reputation will suffer. And a poor sender reputation can have a long-lasting impact on your email marketing efforts.
Now that we've covered the basics of email deliverability, let's move on to Marketo-specific strategies for improving your email deliverability.
Use a Clean Email List
The first step to improving your Marketo email deliverability is to ensure you're sending emails to a clean email list. This means removing any invalid or inactive email addresses from your list.
Why is this important? ISPs like Gmail and Yahoo have algorithms that monitor how often your emails bounce or are marked as spam. If you're sending emails to invalid or inactive email addresses, your bounce rate will increase, and your sender reputation will suffer. This can result in your emails being filtered to the spam folder or blocked altogether.
To ensure you're sending emails to a clean email list, regularly clean your list by removing any invalid or inactive email addresses. You can also use email verification tools to verify the validity of your email addresses before adding them to your list.
Segment Your Email List
Another way to improve your Marketo email deliverability is to segment your email list. Segmenting your list means dividing it into smaller groups based on certain criteria, such as location, interests, or behavior.
Why is this important? Segmenting your email list allows you to send more targeted and relevant emails to your subscribers. This not only improves engagement but also reduces the chances of your emails being marked as spam or unsubscribed from.
To segment your email list in Marketo, you can use Marketo's segmentation feature or create custom fields to organize your subscribers based on specific criteria.
Use Double Opt-In
Double opt-in is a process where subscribers are required to confirm their email address before receiving your emails. This involves sending a confirmation email to new subscribers and asking them to click a link to confirm their subscription.
Why is this important? Double opt-in ensures that your subscribers have given explicit permission to receive your emails. This reduces the chances of your emails being marked as spam or unsubscribed from.
To set up double opt-in in Marketo, you can use Marketo's confirmation email feature or create a custom confirmation email using Marketo's email editor.
Implement Email Authentication
Email authentication is a set of protocols that verify the authenticity of your emails. This involves adding certain records to your DNS settings to prove that you're a legitimate sender.
Why is this important? Email authentication helps ISPs determine whether your emails are legitimate. If your emails pass authentication, they're more likely to be delivered to your subscribers' inboxes.
To implement email authentication in Marketo, you can add SPF, DKIM, and DMARC records to your DNS settings. Marketo provides detailed instructions on how to set up these records.
Monitor Your Sender Reputation
Monitoring your sender reputation is crucial for maintaining good email deliverability. Your sender reputation is a score that ISPs assign to your sender domain based on factors like bounce rate, complaint rate, and spam trap hits.
Why is this important? Your sender reputation affects whether your emails land in your subscribers' inboxes. If your reputation is poor, your emails are more likely to be filtered to the spam folder or blocked altogether.
To monitor your sender reputation in Marketo, you can use third-party tools like SenderScore or Cisco Talos. These tools provide detailed reports on your sender reputation and offer suggestions for improving it.
Test and Optimize Your Emails
Finally, testing and optimizing your emails is crucial for improving your Marketo email deliverability. This involves testing different email elements like subject lines, sender names, and email content to see what resonates best with your subscribers.
Why is this important? Testing and optimizing your emails helps improve engagement and reduces the chances of your emails being marked as spam or unsubscribed from.
To test and optimize your emails in Marketo, you can use Marketo's A/B testing feature or create test emails using Marketo's email editor.
Conclusion
Improving your Marketo email deliverability is crucial for reaching your audience and maintaining a good sender reputation. By following the strategies outlined in this guide, you can improve your email deliverability and increase engagement with your subscribers.
If you're looking for more Marketo tips and tricks, be sure to check out our other blog posts.