You’ve poured your heart into crafting the perfect newsletter—polished content, engaging design, and a killer subject line.
But what happens when your masterpiece doesn’t even make it to your audience’s primary inbox? Worse yet, it lands in the dreaded spam folder.
In this post, we’re diving into the nitty-gritty of email deliverability, straight from a beehiiv webinar hosted by EJ White, Head of Growth at beehiiv. You’ll learn how to dodge the promotions tab, build a rock-solid sender reputation, and create newsletters your audience can’t wait to open. Ready to become a deliverability pro? Let’s get into it!
This blog post is for newsletter creators, marketers, and small business owners looking to maximize their email reach and engagement. Whether you’re just starting your newsletter journey or looking to fine-tune your strategy, this guide will help you navigate the often-overlooked world of email deliverability. If you’ve ever been frustrated by low open rates or felt your messages were lost in the digital void, this post is for you.
1. [00:00:16] The Importance of Deliverability
EJ kicks off the webinar by explaining why hitting the primary inbox is critical for newsletter success.
2. [00:01:29] Understanding Your Audience
EJ breaks down how knowing your niche helps build trust and engagement, which directly impacts deliverability.
3. [00:06:26] Sender Reputation Explained
Learn how ISPs assess your reputation based on engagement, spam complaints, and bounce rates.
4. [00:11:57] Deliverability Best Practices
EJ shares actionable tips, from email authentication to personalization, that can improve your inbox placement.
5. [00:16:55] Ethical List Building
Why focusing on quality subscribers over quantity will boost your engagement and protect your sender reputation.
6. [00:26:39] IP Warming & Dedicated IPs
Advanced strategies for large senders to manage deliverability at scale.
• Next Step: Narrow your niche and tailor your content to your audience’s specific needs. The more targeted your content, the higher your engagement—and better engagement means better deliverability.
• Next Step: Monitor your open rates, bounce rates, and spam complaints regularly. Use tools like Google Postmaster Tools to track your reputation.
• Next Step: Set up automated workflows to remove unengaged subscribers after 30-60 days of inactivity. This keeps your list healthy and improves deliverability.
• Next Step: Update your sign-up process to include a confirmation email, ensuring only genuinely interested subscribers are added to your list.
• Next Step: Experiment with different send times and track engagement metrics to find what works best for your audience. Consistency is key!
• Next Step: Steer clear of spam trigger words (like “FREE GIFT”), avoid excessive exclamation points, and never use link shorteners like Bit.ly.
Building a successful newsletter isn’t just about great content—it’s about ensuring that content actually reaches your audience. By focusing on your sender reputation, maintaining a clean list, and avoiding deliverability pitfalls, you can ensure your newsletter lands where it belongs: front and center in your subscribers’ primary inbox. The key is consistency, transparency, and trust. Ready to take your newsletter to the next level? Start applying these strategies today, and watch your open rates soar! 🚀
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