This article is one of a series of blog posts Webolutions is publishing each month about increasing email deiverability for the new year. Want to learn more inbox tips? Download a copy of our latest ebook, Making It in the Inbox in 2019: A Complete Guide to Better Email Deliverability.

Engagement is a factor of the deliverability filtering algorithms of Internet Service Providers (ISPs). Investing time and effort in your engagement strategy pays dividends in both the short- and long-term. Once someone hands over their email address they’re expecting to receive entertaining and/or value-packed emails. Be sure to give careful thought to what goes into emails beyond enticing content and design.

Here are some easy-to-implement tips we recommend:

  • Utilize responsive email design.
  • Include images with clickable links.
  • Avoid long load times on mobile devices – use compressed images.
  • Use hyperlinks in email text.
  • Incorporate call-to-action buttons (be careful not to overdo it).
  • Place at least one clickable element in the top of the body.
  • Don’t forget about image alt text (this is especially important for email clients that block images by default).
  • Include a Forward to a Friend link in the email template.
  • Display a person’s name in the “from email address” for a more personal message.
  • Allow subscribers to reply to your email (don’t use a ‘no-reply’ email address).
  • Ask subscribers to whitelist you and add you as a safe sender in their address book.
  • Stagger sends by engagement.
  • Be thoughtful with your subject lines (keep reading for more on this topic).

Once you’ve got the basics down, start incorporating the following tactics to delight subscribers:

  • Automation with robust triggers
  • Personalization
  • Smart segmentation
  • Animated GIFs and video
  • Polls, quizzes and interactive content
  • Location-based messaging
  • Contextual & real-time content
  • Email preference centers
  • Mailable microsites

We’re here to help. If you’re looking to partner with someone when it comes to your email marketing, that’s where we come in. Give Webolutions a call today at 303-300-2640 or email [email protected], and let’s get your emails in those inboxes!