It doesn’t matter if you have the greatest offer in the world if your cold outbound emails can’t get delivered to your prospects.
We’ve worked with over 100+ agencies to help them perfect their outbound marketing and the number one thing that we have noticed is that their deliverability rate is absolutely awful. In this article we are going to be discussing how to make sure your email reaches the inbox of your prospects 99.9% of the time.
So if your email deliverability is below 20% it could be for multiple reasons so we’ll take you through our process of properly diagnosing the situation.
Setting Up The DMARC, DKIM, SPF, and MX Records
First thing you want to do is use mail-tester.com to see if you have properly set up your DMARC, DKIM, SPF, and MX records correctly and take the proper steps that mail-tester.com says to get those in order.
Checking To See If Your Email Is Blacklisted
Second thing you want to do is use https://mxtoolbox.com/blacklists.aspx to check if your email has been blacklisted. The blacklist check will test a mail server IP address against over 100 DNS based email blacklists.
When a mail address becomes blacklisted, it gets added to a database maintained either by a provider of a mail service (such as Google, Yahoo, or Microsoft), or some third party. Service providers then check this blacklist to determine which messages to allow and which to block. Emails, or more specifically mail addresses, get blacklisted for a variety of different reasons, including hacking, spoofing, and, of most importantly, distributing spam emails. Just keep in mind that not all blacklist checkers monitor the same email blacklists, so make sure to check multiple blacklists and not just one. To get off an email blacklist, you need to address the original reason for blacklisting. For example, if your mail account got hacked and was used to distribute spam, then you need to change your password and preferably activate two-factor authentication to prevent unauthorized use of the mail address. You can then contact the administrators of the email blacklist and ask them to remove your address. This process could take anywhere from 1 week to 3 months.
We recommend that you go ahead and buy a new domain, take two weeks to warm it up and during those two weeks reach out to the blacklist server to get your email removed. They are extremely slow and most of time won’t remove you
Having A Low Response Rate
After doing these two things and your email deliverability is still awful then you have to think about your overall average response rate. We’ve worked with agencies that have been consistently sending 300+ emails everyday for over 4-6 months with a very low response rate of 1-2%. This is why we teach at ElevAAte leads to personalize emails on scale to get a overall high response rate.
Your server is going to detect that you’re sending the same message to thousands of people and automatically start delivering your emails in the spam because they are getting a low response rate. In the eyes of the server, it thinks that the emails are not solicited, important or spam. The best way to check if this is the case is to send multiple friends a sample email and see if the email gets delivered in their main inbox. If they do, then rework the subject line for your prospects. If not then you should buy a new domain and start the process over again.
Cleaning/Verifying The List
Another issue we see is that many businesses don’t clean the list of prospects before sending an email. Everytime you get a list of prospects’ emails, you need to clean it no matter what the source of the emails are.
We use Anymailfinder.com to clean our list of prospects before we ever do any kind of outreach. If you send emails to a bad list that has emails that are no longer valid, your bounce rate will be high and typically the server will just stop delivering all your emails if they run into that problem.
If you can be sure to clean your list, write personalized emails, properly set up the DMARC, DKIM, SPF, MX records and make sure you don’t end up on a blacklist you will have incredible deliverability.
If you’re confused about deliverability we have a free course that breaks down cold email.