Signed, Sealed and Delivered – Or Are Your Emails Getting Delivered…?

by | Jun 8, 2020

Like a fool I went and got my emails wrong,
Now I’m wondering if my open rate’s still strong
Ooh baby, here I am, signed, sealed, delivered, how’s yours?

In case you’re not bowled over by my song pilfering, this blog is all about email deliverability.

I know it isn’t the coolest of subjects but it’s important if you are sending mass emails or thinking of doing so.

Attempted delivery…

Email deliverability is how many of your emails actually get through to the people you’re sending them to. See? I told you it was important! But so simple, it’s often overlooked. Generally speaking, when people ask for a recommendation for a mass email supplier, their biggest determining factor is cost, not deliverability. This is why MailChimp is often the name that’s bandied about.

MailChimp is free up to 2,000 recipients. OK, that could be fine for you, plus MailChimp is easy to use and has good functionality. It also integrates well with other apps. But what is its deliverability like for the email addresses in your database?

Different email providers have different deliverability rates.

That’s what most businesspeople don’t know. For example, MailChimp might have a 70% deliverability rate to Gmail addresses. AWeber might have an 60% deliverability rate to Outlook addresses.* Some are really low.

No doubt, you put a lot of time and effort into crafting a strong, insightful email for your database. But it ain’t gonna do as much good as it should if only 50% of the emails you send actually get through.

So rather than cost being the determining factor when choosing a mass email provider, consider cost effectiveness.

It’s not about the money, money, money

Wow, I am musical today…. Seriously though, would you rather spend no money and have half of your database receive your emails or maybe spend £10 a month and have 95% deliverability…?

 There is a whole host of email providers, including MailChimp, Aweber, ActiveCampaign, Send In Blue and Constant Contact. They will all have different deliverability rates for different email domains.

 Here at Codebreak, we weigh up a client’s specific needs in order to determine which email delivery system would be best for them. MailChimp may indeed be the best, depending on recipient numbers and the most common email domain those recipients have.

The whole package 

 – Make sure your database has relevant recipients

– The subscribers have a legitimate interest in what your business does

– Use a legally compliant mass email system, i.e. people can opt out by clicking on a link

– Have an engaging subject header, rather than “Our latest newsletter”

– Don’t use more than two or three images

– Have FUN with the copy

– Research the best times to send

And more….

If email marketing is something you’re not properly maximising, why not book a Discovery Call with myself or Joel? 20 minutes tailored to you, free of charge.

Take care, stay safe and catch you soon.

*The real deliverability stats for various email providers are easily available if you Google it

Codebreak Marketing Assistant Emily

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