- Email deliverability requires a combination of technical best practices and strategic content management.
- Focus on authentication, maintaining a clean email list, creating engaging content, and monitoring your performance.
- Update your strategies in line with evolving email regulations and recipient behaviour.
Email remains a vital communication tool for businesses, especially when reaching out to investors. For ASX-listed companies, the ability to deliver timely and accurate messages to shareholders and potential investors is critical.
However, even the most carefully crafted emails are useless if they don’t reach their intended audience. This is where email deliverability comes into play. Ensuring that your emails land in the inbox rather than the spam folder is essential for building trust and driving engagement with your investor base.
Email deliverability refers to the ability of your email to successfully reach your recipient’s or investor’s inbox. It’s not just about sending emails but making sure they avoid being flagged as spam, filtered out, or bounced back. High email deliverability means your ASX announcements, financial reports, and other crucial information are reliably received and read. This fosters stronger investor relations and safeguards your company’s reputation.
To maximise email deliverability, consider the following essentials:
1. Email authentication
Email authentication techniques like SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting & Conformance) help verify your email’s legitimacy. These protocols assure that your emails are not marked as spam and improve your domain's reputation.
Use email authentication to verify your email’s legitimacy.
2. Clean email list
Regularly update your email database to remove invalid addresses. Adopt double opt-in methods to confirm subscriptions and minimise the risk of sending emails to non-existent addresses, which can harm your sender reputation.
3. Engaging content
Create relevant and engaging content. Personalise emails and segment your audience to make certain the content meets their interests and needs. High engagement rates signal to email providers that your emails are wanted.
4. Proper formatting and design
Double check that your emails are well-designed and mobile-friendly. Refrain from too much images and see to it that your text content is readable. Choose a clear and concise subject line to grab attention.
5. Compliance with regulations
Adhere to email marketing laws such as the Australian Spam Act 2003, CAN-SPAM Act (USA), and GDPR (Europe). Include a visible unsubscribe link in every email and respect opt-out requests promptly.
Update your email database to remove invalid addresses.
6. Monitoring and analytics
Tap email analytics to monitor key metrics such as open rates, click-through rates, bounce rates, and spam complaints. Email delivery tools, like IRM Newsroom, offer insights into how recipients interact with your emails, enabling continuous improvement.
7. Reputation management
Your sender reputation affects your deliverability. Drop practices that can damage it, such as sending too many emails in a short period. Opt for dedicated IP addresses if possible and confirm your sending domain has a positive history.
8. Avoid spam triggers
Steer clear of spammy words and phrases in your subject lines and content. Skip excessive use of exclamation marks, all caps, and misleading information. Email providers have sophisticated filters that can flag such emails.
9. Test before sending
Conduct testing on subject lines, content, and sending times to determine what works best for your audience. Preview your emails across different devices to verify that they render correctly.
10. Feedback loops
Sign up for feedback loops with major ISPs. This service lets you know when recipients mark your emails as spam, providing an opportunity to address issues and improve your practices.
Get email analytics to monitor key metrics.
In conclusion
Ensuring high email deliverability requires a combination of technical best practices and strategic content management. Focusing on authentication, maintaining a clean email list, creating engaging content, and monitoring your performance, can improve your email deliverability. Regularly updating your strategies in line with evolving email regulations and recipient behaviour will further enhance your success in this undertaking.
Ace your email deliverability
IRM Newsroom is the fast news delivery tool ASX-listed companies prefer for sending announcements to investors. It works with any website to post updates as soon as they’re released from the ASX, among its many features. Get a demo today on +61 2 8705 5444 or clientrelations@irmau.com.
Related blog posts:
How to easily email news to investors with IRM Newsroom
5 benefits of growing email subscribers through your website
Why email subscribers should click back to your website
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