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Email Deliverability
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Email Deliverability

In this Marketing lesson, we take a look at common problems of email deliverability and how to solve them with clever and proven strategies.


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All right. So there we are all set and ready to send emails, but we send email after email only to discover we are hitting the spam folder and we're not even getting our content in front of subscribers. So when it comes to email marketing, there are a lot of moving parts to track and optimize. And this exposes us to a number of challenges.

Email deliverabilibiii. Email deliveraba.

That's a hard word, email deliverability. There we go. So let's take a look at some of the most common email marketing problems and give you some tips on how to solve them. All right. So problem, number one, we have email campaigns go to spam solution would be verify your domain.

So, if you're serious about email marketing, you should really be using your own domain to send emails, in that it might be tempting to use the free email address provided by Gmail or Yahoo, but this is going to negatively affect your deliverability. Another solution would be to set up a double pot-in. If the first email you sent to new subscribers is going straight to the spam folder, it doesn't look good for the campaigns to follow. And this requires new subscribers to confirm their subscription via a link, which is emailed to them seconds after they sign up.

Another problem is the open rates begin to decline. We've all been there. We've drafted multiple copies of a subject line, pick the perfect one and sent it out.

And we're confident our audience is going to love it. Except that they don't. And because most of them, they didn't even open the email a week by week. You watch this, your open rates start to slip, use this opportunity to change your strategy and declining open rates are usually assigned that subscribers are disengaging with your messages.

It doesn't matter how great your subject line is. If the topic holds no interest for your audience. That's why segmentation is such an important tool in every marketer's toolbox. It allows you to group contexts together based on shared preferences and demographics. For example, if you're a food blogger, you can group your contacts based on their dietary preferences, vegan, gluten free, or dairy free, I don't know.

That's where the power of segmentation can come help. All right. So another solution is cleaning up our mailing list. Over time. Subscribers may become less interested in hearing from you. But rather than  unsubscribe, they'll simply delete your email or worse, they'll mark it as spam. It's good practice to remove these subscribers. If they've not opened a single email from you in the past three or six months, it's time, just let them go.

Another problem is no one's clicking the links in my emails, along with the open rates. Click rates is another key performance metric used in email marketing. And often the goal of the email campaign is to direct your subscribers to your website.

But for that to happen, they need to click on the links in your email. So if your click rates are declining, it's going to impact your larger business goals. Like driving revenue or generating new leads, but don't worry, there's a few things we can do to reverse this trend.

One way we can do this is by personalizing these emails when content is tailored, interest levels pick up and that's where personalization fits in.

Adding personalization to your emails can be as simple as using your subscribers name in your subject line. Or it can be as sophisticated as tailoring the content to suit each subscriber's unique preferences or behaviors. But the latter is what really is going to drive your click rate. And it's where segmentation makes a second appearance in our list of solutions.

Another solution is optimizing your CTA or call to actions. This tells readers what you want them to do next, and usually appears in the form of a button. So in context of emails, CTA stakes subscribers to a landing page on your website. Therefore the more effective your CTAs are, the better your click rate will be. So keep the text short and sweet.

No stick to try like buying now, click here. Read more. Using these two words means the button, the call to action will be kept in a single line. You might want to keep the number of buttons in your email low, because you might think that including more would increase your click rate, but the more links there are, the less clicks there will be.

Think about that for a second. The more choice we're giving, the less we are able to make a decision. It's known as the jam experience after, you know, that's when you go into a candy store and you have all these options and you don't know where to go or choose from because it's too many options, that's exactly what's going to happen.

So honing in your message with just one call to action can actually encourage more engagement as subscribers only need to make one choice. Another problem is my mailing list. Isn't growing quickly enough. Growing your mailing list is a very important way to build an audience. It's so important. Because the data is yours, you own it.

But when it starting out getting those first few hundred subscribers can be very difficult. A solution for this is using psychology in your opt-in forms. Your signup form is what connects the website visitor to your mailing list. So it's good to be on point. It needs to be attention grabbing, and it also needs to persuade visitors that they want to subscribe.

Using the principles of persuasion can help with that. And many of these principles can be found on the popular book, the psychology of persuasion by Robert Cialdini. Here are some of the things that you can use that work well in opt-in forms.

So reciprocity, if you give something to the user, you're more likely to get something back.

So offer new subscribers and exclusive discount or free download, if they sign up to your mailing list.

Another one is social proof. People are influenced by the opinions and actions of others, especially others like them. So mention the number of people already subscribed to your newsletter. And what makes your audience relatable.

We enjoy belonging to a group, especially if it's grouped with limited access. So rather than asking the visitors to sign up for a newsletter, invite them to join an exclusive group that always seems to work.

Another solution is promoting your newsletter on other channels. Your website is just one channel you can use to grow your mailing list, but there are dozens more.

For starters, you can integrate your social media channels with your email marketing efforts. If your number one goal is to get more subscribers than make this the main call to action on your brand's Facebook page. You can also run ads on these channels to promote your newsletter and get more sign-ups.

Another option is to repurpose the content in your email campaigns for each social media channel, show your followers the great content that they'll receive if they sign up for future emails.

All right, guys. So fixing these common email marketing problems takes time just as it takes time and effort to keep your list clean and attract new subscribers.

It's really important to be realistic. When it comes to your email marketing pains, you're never going to hit a hundred percent click rate, and there will always be subscribers on your list, who aren't interested in your email content as you'd like them to be. But if you're giving these solutions a try, you're setting yourself up for success in the long run.

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Digital Media Masterclass by Neftali Loria

Neftali Loria

Author & Instructor
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