How to improve email deliverability rates for bulk emails?

To improve email deliverability rates, I can currently think of three methods: trimming the email list, precise targeting of users, and testing and optimizing the sending strategy. For more details, please read on; it’s not too long.

Email deliverability rate is essentially the rate at which emails successfully reach recipients' inboxes. It is one of the key metrics for measuring the effectiveness of email marketing. To improve the deliverability rate, you first need to understand the factors that affect it and then address them specifically:

High invalid rate in the email list

This issue must be addressed. Everyone knows that in order to conduct email marketing, you need to have an email list. As a result, some may resort to buying email addresses from data companies to send their campaigns, which undoubtedly lowers the deliverability rate.

Based on our experience, the data you purchase often contains many invalid addresses that cannot be delivered. Moreover, since you do not have user permission, emails sent to these addresses are likely to be marked as spam. They may be blocked by the email service provider's filters or end up in the user's spam folder. This makes it highly unlikely that your email deliverability rate will be high.

If you are in the cross-border e-commerce business internationally, having a high invalid rate in your email list is even worse. This is because regulations are stricter abroad, and your account can be suspended very quickly.

So, take a look at how your email list was obtained and whether it has user consent. If it was purchased, then forget about it; it's useless!

It's recommended to find a good email marketing platform or software with email address cleaning functionality. For example, our iEmail can automatically filter out invalid, unauthorized, and high-complaint addresses, leaving only the permitted and targeted addresses. This significantly improves email deliverability rates, often achieving up to 98%.

The email content is too generic and lacks targeting

There is a wealth of information on email creation essentials available on platforms like Zhihu and Baidu, which you can refer to. Here, I want to focus on how to improve the targeting, or precision, of your emails.

This is easy to understand: if your emails resonate with your customers, both the deliverability and open rates will improve. The challenge lies in ensuring differentiated email content for a large user base. You can't send the same email to everyone. If you do, no matter how well-crafted the email is, the unsubscribe rate will be high.

Therefore, it’s crucial to find a reliable email sending platform or software that includes lifecycle email automation features.

Sure, here’s a simple example: Zhang San is a new user of the company, while Li Si is an existing user. The company needs to send emails to both, but they can't send the same content. What should they do?

Just use a data management tool to create user personas, understanding the characteristics, preferences, and key points of Zhang San and Li Si. Then set the sending conditions in the backend. For example, send a welcome email to Zhang San when he just joins, and send promotional or re-engagement emails to Li Si if he hasn’t made a purchase recently. Based on user characteristics, not only should you send differentiated email content, but more importantly, once the conditions are set, the system will automatically trigger the emails. These processes are automated, so you don't need to customize each email manually.

This way, you can achieve highly personalized email sending, avoiding user dissatisfaction, unsubscribes, or blacklisting. Consequently, this improves email deliverability and conversion rates.

When choosing an email sending platform or software, be sure to look for ones that include A/B testing and optimization strategies.

Our software usually doesn't send all the emails at once; instead, it sends them in batches. After sending one batch, it will provide feedback on the sending performance, such as deliverability rates. If the results are not ideal, the strategy is upgraded before sending the next batch. This ensures a high deliverability rate. Of course, these are built-in features of the system and don't require much manual intervention.

These are some ways to improve email deliverability rates. If you want to learn more about email marketing or try our email marketing platform for free, you can follow our WeChat public account, Webpower!

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