When it comes to email marketing and email deliverability, most people’s first question is, “Why is my email deliverability rate so low?” The answer to that could be a multitude of things. There are various factors that may affect your email deliverability in different ways. While there is a large number of reasons why your email deliverability may be low, below are the most prominent factors that may affect this: 

1. Leaving too Long of Gaps in Time

If you send an initial email then don’t email your marketing list again until three months later, your customers or clients have often forgotten about your business and why they signed up for it in the first place. While you want to send a decent amount of emails to make your presence known, you do not want to overwhelm them with emails or wait too long to email them again. 

2. Not Authenticating Your Emails

If you do not authenticate your emails, people will often either not take it seriously or fear that it is a scam or fraud. Rather than planting that seed of doubt in your senders’ lists’ minds, have your emails be taken seriously from the start by making them authenticated. 

3. Not Using Confirmed Opting

When it comes to email marketing, businesses often either choose to have single opt-in meaning that customers won’t receive a follow-up email to confirm their subscription of confirmed opt-in meaning that they will have to confirm that they opted into your email services. It is much better to have a confirmed opt-in option because it ensures that only those who truly want your emails will get them as well as weeding out scammers. 

4. Using Free Domains

While using free domains may seem enticing, they aren’t taken as seriously because they don’t paint a picture of your business being a serious business. Rather, it is better, in the long run, to pay for an email domain to make your emails look more legitimate and professional. 

5. Not Being Clear in the Subject

Vague subject lines will not draw your customers and clients to open your emails and be engaged in what you are saying. Rather than being vague or having subject lines that are not relevant, have subject lines that will entice your viewers into opening your emails and reading what is inside. 

6. Using an Excess of Images

An excess of images in your emails can become overwhelming and an overload to your readers and viewers, so make sure not to have too many images in your marketing emails. Instead, have a few images with relevant information so that they can see the connection between the images and the information. 

7. Shortening Your URLs

When people see shortened URLs, they automatically think that the email is a scam because shortening URLs is a technique that most scammers use in their emails. To ensure that your customers and clients don’t feel that your emails are scams, avoid shortening your URLs. 

8. Making Opting Out Difficult

Don’t make opting out too difficult to your subscribers in the hopes that it will make them stay. Rather, it will make them irritated with your company and how you run things. Instead of making it harder to opt out, give them reasons to stay opted in by providing them with high-quality and relevant emails to peak their interest.

9. Sending to Those Who are no Longer Active

If you look at the data and notice that you are still sending emails to subscribers who are inactive, this is a waste of time. Instead of focusing on getting them engaged again, stop sending to them all together. 

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