Before You Send, Consider These Important Guidelines for Improved Deliverability

1. Set proper expectations.
   When subscribers opt in, tell them exactly what they'll be receiving, and even how often they will hear from you. Providing an example of the emails you send can be helpful in showing subscribers what they can expect. It's important to affirm their decision to subscribe by outlining the value of the content they'll receive.
   
   
2. Get permission.
   A double opt in process is recommended—an email is sent that requires the subscriber confirm opt in after their initial signup. While this is not a requirement for all senders, it helps to keep your database free of junk email addresses, and also gives you verifiable consent—something ISPs regard highly should spam complaints arise. In any case, being able to show that someone actively requested your emails is helpful should you have to explain how your list was acquired.
   
   
3. Test, test, test.
   In addition to reviewing the copy and testing the links in your emails, you should test your emails for delivery and proper rendering in each email platform. Each ISP handles delivery and rendering differently, so it's important to know that just because it works in one doesn't mean it will work across the board.
   
   
4. Maintain a consistent "from" name & email address.
   It's best practice to use your company name so that recipients recognize you in their inbox. Brand recognition is an important part of keeping spam complaints low. It's also helpful to request that new subscribers add your from address to their safe senders list. Many marketers emphasize this either during the signup process, or on their welcome emails, to increase the chances that mail from their address will go to the inbox, rather than the bulk folder.
   
   
5. Remove invalids.
   BlueHornet includes a function that parses out your invalids automatically. If you're working with a different system, be sure that invalids are removed promptly. ISPs are on the lookout for senders who routinely send to addresses that are no longer capable of receiving mail.
   
   
6. Prominently display the route to unsubscribe.
   Most senders put the unsubscribe information at the bottom of the email, and most recipients are accustomed to it being there. There are some senders who also add an unsubscribe link to the top of their emails to increase visibility for those who want to be removed. In any case, the key is to keep the unsubscribe process as simple as possible.
   
   
7. Honor unsubscribe requests immediately.
   By law, you have 10 business days to remove unsubscribed addresses from your list, no matter how the request came to you—email, phone, postal mail, etc. By most standards, even 10 days is too long. By responding quickly, you show respect for your subscribers' wishes and your commitment to a permission-based email program.

Good email delivery starts long before you send your emails. Ensure you have the tools you need to succeed. BlueHornet's Deliverability Management Team works with Pivotal Veracity to improve and maintain deliverability for our clients. Click here to learn about the tools that can help you.