Cold outreach is a powerful tool…
But how do you make sure your emails actually get read?
In this tutorial, I’ll show you 5 best practices for email deliverability to make sure your emails get read.
Best Practices for Email Deliverability
Tip #1: Avoid using words that trigger spam filters
First, avoid using words that are going to trigger spam filters.
There are spam filters in place which will automatically pick up specific keywords such as free, buy now, limited time offer etc.
Words like these can land you in the junk inbox.
You have to be careful and specific about the types of words you use. So avoid promotional keywords that trigger spam filters. These filters hinder your email from getting read.
Always double check your email copy before you send it.
Here’s a useful list of keywords to avoid. Make sure you check those out before you start sending your emails.
Tip #2: Avoid going full CAPS lock
Avoid using capital letters in your outreach emails:
Using full caps with email outreach is going to look very suspicious to spam filters.
(Plus you don’t want to look like you’re shouting at someone!)
As marketers, especially in sales copy, we tend to use capital words to emphasize benefits/USPs etc.
But the problem with email outreach is, you have to avoid doing this.
Because full capital letters looks suspiciously like sales copy – and therefore can trigger spam filters.
Tip #3: Optimize the subject line
A huge part of email deliverability is the subject line. You have to optimize the subject line to make sure that your email gets read.
Because even if you bypass spam filters and you land in your recipient’s inbox, if your subject line sucks they’re not going to read it.
How do you optimize the subject line?
- Make it stand out
- Be short, concise, and easy to read
- Make it attention-grabbing
- Include the recipient’s first name inside the subject line to make it unique and personalized
Want some examples? Check this tutorial out:
Tip #4: Minimize the number of links in your email
Make sure that you minimize the number of links in your email copy.
If you send an email that includes ten links to 10 different URLs, then that looks kind of suspicious.
Emails with a lot of links are more likely to land in the spam inbox.
Because this is the same technique spammers and phishing emails use.
Reduce the number of URLs you include in your email copy.
And if you do add multiple links, use the raw URL – don’t link the word.
e.g. Including the text “this.com” is better than linking the words click this.
People don’t trust links that aren’t the raw URL.
The problem is that phishing emails often link the word – not including the raw URL.
So then when you click on the word that’s linked, you don’t know where that URL will lead to.
Tip #5 Create emails in plain text
My final tip is to make sure that your emails are in plain text.
Keep them simple.
Do not overcomplicate them.
If you start including HTML elements or pictures in your emails, often, these will get blocked by the email server.
Keeping your email plain text makes it look more genuine.
Because it looks like you wrote it yourself VS blasting out a bulk email with fancy fonts, headers, pictures, and HTML elements.